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Abstract

As Richards (2008) asserted, creative tourism is a new form of tourism that has the potential to change tourism development and make a significant contribution in differentiating and changing the tourism experience. Reviewing current literature, despite increased attention being given to the conception of creative tourism, there has been little empirical work focused on the tourists’ consumption psychology of creative tourism. Thus, this study attempts to reveal tourists’ intention to revisit creative tourism destinations by applying the theory of planned behavior, to explore tourists’ experience on visiting creative tourism destinations and to explain the relationship between tourists’ experience and intention to revisit creative tourism destinations. The findings of this study will benefit tourism business managers the in ensuing thematic characteristics planning and designing of their product to fit the preferences of target markets, and they will benefit marketing strategy planning and targeted consumer recognition as well.

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An Investigation of Creative Tourists’ Experience and Revisit Intention

As Richards (2008) asserted, creative tourism is a new form of tourism that has the potential to change tourism development and make a significant contribution in differentiating and changing the tourism experience. Reviewing current literature, despite increased attention being given to the conception of creative tourism, there has been little empirical work focused on the tourists’ consumption psychology of creative tourism. Thus, this study attempts to reveal tourists’ intention to revisit creative tourism destinations by applying the theory of planned behavior, to explore tourists’ experience on visiting creative tourism destinations and to explain the relationship between tourists’ experience and intention to revisit creative tourism destinations. The findings of this study will benefit tourism business managers the in ensuing thematic characteristics planning and designing of their product to fit the preferences of target markets, and they will benefit marketing strategy planning and targeted consumer recognition as well.