Predicting Tourist Loyalty toward Cultural Creative Attractions the Moderating Role of Demographic Factors

ABSTRACT

The objective of this study is to assess the role of tourist motivation and demographic factors in influencing tourist loyalty toward cultural creative attractions. This study uses self-administered questionnaires to collect the data from five cultural creative attractions in Taichung, Taiwan. Overall, 304 responses were gathered to examine the proposed hypotheses. The results reveal that tourist experience is a key factor in determining loyalty toward cultural creative attractions while tourist motivation strengthens experience quality and perceived value. The multi-group analysis did not find any significant path differences between loyalty and its determinants across the demographic characteristics.

KEYWORDS:

• Tourist loyalty
• tourist motivation
• demographic factors
• cultural creative attraction
• Taiwan

Acknowledgments

The authors are grateful for critics and recommendations for bettering the paper made the reviewers of this article.

Additional information

Funding

This study is partly supported by the Government of The Republic of Indonesia [Research Grant No. B/138.1/PL1.R7/PG.00.03/2020].