Article

Creative destination, creative cultural experience, and destination brand self-congruence (DBSC)

Rasoul Shahabi Sorman AbadiFaculty of Management, University of Tehran, Tehran, IranZahed GhaderiDepartment of Tourism, College of Arts and Social Sciences, Sultan Qaboos University, Muscat, OmanMaryam SoltaninasabMaster of Tourism Management, University of Semnan, Semnan, IranMana KhoshkamCentre for Research and Innovation in Tourism (CRiT), Taylor's University, MalaysiaIan PattersonSilk Road International University of Tourism, Samarkand, UzbekistanFarhad TabatabaieDepartment of Hospitality and Sport Business Management, University of Delaware, Newark, DE, USA

Journal of Policy Research in Tourism Leisure and Eventsjournal2022en

ABI

Abstract

Previous studies have examined the various constructs of creative tourism, but the way travelers integrate the image of their self with a creative destination brand has not been taken into consideration. Therefore this study aims to conceptualize this integrity in a creative cultural destination in Iran. This survey involved 308 inbound travelers who revealed that destination uniqueness, perceived value, and interaction are strong predictors of creative cultural experience. Creative cultural experience also positively affects enjoyment and self-enhancement. These findings also accentuate that creative cultural experience and self-enhancement are strong determinants of Destination Brand Self-Congruence (DBSC). Nevertheless, there were no findings about the effect of perceived enjoyment on DBSC.

Topics

Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media

Identifiers

DOI: 10.1080/19407963.2022.2107655

Citations and references

Cited by 0119 references

Metrics — AkademScholar · Coming soon