Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation

This study examines tourist loyalty in creative tourism comprising of experience quality, perceived value, satisfaction, and motivation as its antecedents and assesses the mediation role of motivation in the development of tourist loyalty. The data was collected from four creative tourism attractions in Bandung, Indonesia. Self-administrated questionnaires were distributed to tourists after they experienced the attraction. In total, 369 useful questionnaires were collected with the hypotheses developed examined using Partial Least Square method. This study discloses that experience quality, perceived value, tourist satisfaction, and tourist motivation are key factors that determine tourist loyalty towards a creative attraction. Likewise, this study highlights that the influence of tourist loyalty determinants (on tourist loyalty), is partly mediated by tourist motivation. Lastly, this study discloses that among the loyalty determinants, experience quality has the biggest effect on tourist loyalty. These results offer a better understanding for both scholars and practitioners of creative attraction businesses on how to develop their clients’ loyalty.

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