Creative experiences,memorability and revisit intention in creative tourism |
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| Authors: | Wei-Li Hung Po-Hsuan Huang |
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| Institution: | 1. Department of Leisure and Sport Management, National Taipei University, Taipei, Taiwan;2. Graduate Institute of Tourism Management, Chinese Culture University, Taipei, Taiwan |
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| Abstract: | The objective of this study was to identify hypothesised relationships among creative experiences, memorability, and revisit intentions in creative tourism. Face-to-face questionnaire survey was adopted and 399 valid questionnaires were collected in the pottery town of Yingge in Taiwan. The results show significantly positive relationships among creative experiences, memorability, and revisit intentions. Structural equation modelling analysis verified that memorability fully mediated the effect of creative experiences on revisit intentions. The study suggests that memorability may be a more appropriate predictor to revisit intentions, particularly in the case of creative activities. |
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| Keywords: | sense of achievement unique learning interaction with instructors mediating effects memorability |
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