Date of Award

5-2013

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Legacy Department

Parks, Recreation, and Tourism Management

Advisor

Backman, Kenneth F

Committee Member

Backman , Sheila

Committee Member

McGuire , Francis A

Committee Member

Moore , DeWayne

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 attractions by applying the theory of planned behavior, to explore the role of tourists' motivation, experience and perceived value on the influence of their intention to revisit creative tourism attractions and to extend the theory of planned behavior by including the variables of motivation, experience, and perceived value to develop an innovative model for analyzing and exploring tourists' intention to revisit creative tourism attractions. The survey of this study was conducted at three creative tourism attractions in Taiwan. Systematic sampling had been used. The results of this study revealed that the scales of motivation, experience, perceived value adopted from existing literature have been demonstrated with good reliability and validity and the usefulness of the theory of planned behavior on understanding tourists' intention to revisit creative tourism attractions had also been demonstrated. In addition, the regression coefficients and t-test indicated that only experience is statistically significant in predicting creative tourists' revisit intentions; neither motivation nor perceived values were statistically significant enough to explain tourists' intentions to revisit creative tourism attractions. Finally, extended model of the theory of planned behavior, by adding the variables of motivation, experience and perceived value, performs significantly better than the original model of the theory of planned behavior. For creative attraction owners, the results of this study suggest that cooperation with other creative tourism attractions should be a way to attract tourists to visit their attractions.

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