INFLUENCING FACTORS ON CREATIVE TOURISTS REVISITING INTENTIONS: THE ROLES OF MOTIVATION,

Clemson University TigerPrints All Dissertations Dissertations 1-1-2013 INFLUENCING FACTORS ON CREATIVE TOURISTS' REVISITING INTENTIONS: THE ROLES OF MOTIVATION, EXPERIENCE AND PERCEIVED VALUE Lan-lan Chang Clemson University, clairechang0609@gmail.com Follow this and additional works at: http://tigerprints.clemson.edu/all_dissertations Part of the Social Psychology Commons Please take our one minute survey! Recommended Citation Chang, Lan-lan, "INFLUENCING FACTORS ON CREATIVE TOURISTS' REVISITING INTENTIONS: THE ROLES OF MOTIVATION, EXPERIENCE AND PERCEIVED VALUE" (2013) All Dissertations Paper 1084 This Dissertation is brought to you for free and open access by the Dissertations at TigerPrints It has been accepted for inclusion in All Dissertations by an authorized administrator of TigerPrints For more information, please contact awesole@clemson.edu INFLUENCING FACTORS ON CREATIVE TOURISTS’ REVISITING INTENTIONS: THE ROLES OF MOTIVATION, EXPERIENCE AND PERCEIVED VALUE A Dissertation Presented to the Graduate School of Clemson University In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Parks, Recreation and Tourism Management by Lan-Lan Chang May 2013 Accepted by: Dr Kenneth Backman, Committee Chair Dr Sheila Backman Dr Francis McGuire Dr DeWayne Moore i 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, ii 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 iii DEDICATION I dedicate this work to my parents, my husband, Yu-Chih, and my lovely son, Ryan Thanks for your endless love and support iv ACKNOWLEDGMENTS I would like to express my sincere appreciation to all my dissertation committee: Dr Kenneth Backman, Dr Sheila Backman, Dr Francis McGuire, and Dr DeWayne Moore From interactions with them, I learned what a good professor should be I am grateful and honored to have all of you as my role model Specifically, my special thanks go to the chair of my committee, Dr Kenneth Backman, for his sound advice and encouragement through my time at Clemson University In addition, I am deeply appreciative to Dr Sheila Backman for her useful comments and criticisms Special thanks also go to Dr Francis McGuire for his insightful suggestions and words of encouragement which always relieved my tension and warmed up my heart Last but not least, I am grateful to Dr DeWayne Moore, who has been very eager and supportive and has offered help whenever I asked This dissertation would not have been completed without other support and help Many thanks go to the Department of Parks, Recreation and Tourism Management included faculty, staff and graduate students for their support and help throughout my time at Clemson Additional thanks go to the three creative tourism attractions in Taiwan, Hwataoyao, Bantaoyao, and the Meinong Hakkas Cultural Museum, for providing places to let me conduct survey v TABLE OF CONTENTS Page TITLE PAGE i ABSTRACT .ii DEDICATION iv ACKNOWLEDGMENTS v LIST OF TABLES viii LIST OF FIGURES .xii CHAPTER I INTRODUCTION Purpose of the Dissertation 13 Significance of the Dissertation 14 Definitions of Terms 15 Organization of the Dissertation 17 II LITERATURE REVIEW 19 Culture tourism 19 Creative tourism 21 Revisit intention 23 Theory of Planned behavior 25 Influencing factors on creative tourists’ revisiting intentions 35 Motivation 37 Self-determination theory 42 Tourist Experience 49 The experience economy and tourism 51 The four realms of an experience 52 Perceived Value 56 III CONCEPTUAL FRAMEWORK AND HYPOTHETICAL RELATIONSHIPS 60 vi Table of Contents (Continued) Page Conceptual Framework 60 Hypothetical Relationship 62 Presentation of objectives and hypotheses 68 IV RESEARCH METHODOLOGY 71 Study Area 71 Data Collection 73 Data Instrument 74 Pilot Test 81 Data analysis procedure 83 V RESULTS OF DATA ANALYSIS 88 Data Screening 88 Descriptive Statistics 89 Reliability 93 Confirmatory Factor Analysis Results of Each Constructs 94 Hypothesis Testing 106 Hypothesis Testing with Consideration of Common Method Bias 130 VI CONCLUSION 159 Summary of Study Findings 159 Discussion 163 Theoretical Implications 166 Implications for Tourism Professionals 169 Limitations and Future Research 170 APPENDIX: SURVEY ON CREATIVE TOURISTS 172 REFERENCES 178 vii LIST OF TABLES Table Page 4.1 Items Used to Measure Motivation 76 4.2 Items Used to Measure Experience 77 4.3 Items Used to Measure Perceived Value 79 4.4 Instrument Items Used to Measure Attitude 80 4.5 Instrument Items Used to Measure Subject Norm 80 4.6 Instrument Items Used to Measure Perceived Behavioral Control 80 4.7 Instrument Items Used to Measure Revisit Intention 81 4.8 Reliability of the Scales (Pilot Test) 82 5.1 Demographic Characteristics of Samples 90 5.2 Travel Behavior Characteristics of Samples 91 5.3 Results of the Scale Reliability 94 5.4 Factors, codes and instrument item of motivation 96 5.5 Goodness-of-fit indices of motivation measurement models 97 5.6 Factors, codes and instrument item of experience 99 5.7 Goodness-of-fit indices of experience measurement models 100 5.8 Factors, codes and instrument item of perceived value 101 5.9 Goodness-of-fit indices of experience measurement models 102 5.10 Codes, instrument items Used to Measure Attitude 103 5.11 Codes, instrument items Used to Measure Subjective Norm 104 viii List of Tables (Continued) Table Page 5.12 Codes, instrument items Used to Measure Perceived Behavioral Control 105 5.13 Codes, instrument items Used to Measure Revisit intention 105 5.14 Goodness-of-fit indices of original model of theory of planned behavior measurement models 107 5.15 CFA results for measurement model of theory of planned behavior 108 5.16 Theory of planned behavior measurement model Factor correlation coefficients matrix and Average Variance Extracted (AVE) 109 5.17 Goodness-of-fit indices of Structural model of theory of planned behavior 110 5.18 Standardized parameter estimates of the theory of planned behavior 111 5.19 Goodness-of-fit indices of measurement model 113 5.20 Confirmatory factor analysis results for revised measurement model 114 5.21 Revised measurement model factor correlation coefficient matrix and Average Variance Extracted (AVE) 116 5.22 Goodness-of-fit indices of structural model 117 5.23 Standardized parameter estimates 118 5.24 Goodness-of-fit indices of measurement model 120 5-25 Confirmatory factor analysis results for revised measurement model 121 5.26 Revised measurement model factor correlation coefficients matrix and average variance extracted (AVE) 122 5.27 Goodness-of-fit indices of third order measurement model 123 5.28 Confirmatory factor analysis results for revised third order measurement model 124 ix 11 Because I wanted the others to like me 12 Because I wanted to make a handcraft by myself 13 Because others gave me no choice 14 Because I thought I would enjoy it 15 So others won’t get mad at me 16 Because I thought it would be interesting 7 7 7 10 These next few questions ask about your attitude toward visiting this attraction Please tell me how much you disagree/agree with each of the following statements by checking the appropriate response After today’s visit …… I think this attraction is my favorite one The probability of me visiting creative tourism attractions in the next months is high I think this is an attractive attraction I will visit a creative tourism attraction in the next 12 months I think this attraction is enjoyable The probability of me visiting creative tourism attractions in the next 12 months is high For my next trip, the probability of visiting creative tourism attractions is high I think this is a meaningful attraction I plan to visit a creative tourism attraction in the next months Strongly Disagree Disagree Slightly Disagree Neutral Slightly Agree Agree Strongly Agree 7 7 7 7 174 11 These next few questions ask about your experience when visiting this attraction Please tell me how much you disagree/agree with each of the following statements by checking the appropriate response During my visit…… The experience has made me more knowledgeable I felt a real sense of harmony Watching others perform was captivating It was a real learning experience The experience was highly educational to me I really enjoyed watching what others were doing I learned a lot Just being here was very pleasant I felt like I was staying in a different time or place 10 Watching activities of others was very entertaining 11 I felt I played a different character here 12 Activities of others were amusing to watch 13 Completely escaped from reality 14 The experience really enhanced my skills 15 I felt I was in a different world 16 The setting really showed attention to design detail 17 The setting provided pleasure to my senses 18 The experience here let me imagine being someone else 19 The setting was very attractive 20 My curiosity was Strongly Disagree Disagree Slightly Disagree Neutral Slightly Agree Agree Strongly Agree 7 7 7 7 7 7 7 7 7 7 175 stimulated to learn new things 21 I totally forgot about my daily routine 22 Activities of others were fun to watch 7 12 These next few questions ask about your perceived value of visiting this attraction Please tell me how much you disagree/agree with each of the following statements by checking the appropriate response Strongly Disagree Disagree Slightly Disagree Neutral Slightly Agree Agree Strongly Agree makes me feel happy was well made gave me social approval from others was well organized 7 offered value for money made me feel acceptable to others gives me pleasure 7 was economical would help me to make a good impression on others 10 made me feel elated 7 11 was reasonably priced 12 had consistent quality 13 was good one for the price 14 would improve the way I am perceived 15 had an acceptable standard of quality 16 is one that I did enjoy 7 This attraction……… Demographic information You are: □ Male □ Female Your age: years old Where you live: _ 176 Your education level: □ Elementary school or less □ Middle school □ High school □ College/ Bachelor’s degree □ Graduate school degree (Master/Doctorate) Marital status: □Single □ Married □ Other Your occupation: _ What is your monthly income level? □ NT$20,000 or under □ NT$20,001- NT$40,000 □ NT$40,001- NT$60,000 □ NT$60,001- NT$80,000 □ NT$80,001- NT$100,000 □ NT$100,001- NT$120,000 □ NT$120,001- NT$140,000 □ NT$140,001 or more Thank you for participating in this study! 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Structural model of testing proposed second set of hypotheses with consideration of common method bias 145 5.7 Structural model of testing proposed third set of hypotheses with consideration of common method bias 152 5.8 Structural model of testing proposed third set of hypotheses 155 xii CHAPTER ONE INTRODUCTION Cultural tourism is one of the main trends in the global tourism market and is... literature, there is an absence of studies that apply self-determination theory to explore tourists motivation to visit creative tourism attractions Experience The focus of the consumption market in the past was on the supply and demand of products and services which are positioned in lower differentiation and higher market, as illustrated in Pine and Gilmore’s progression of economic value Nowadays, the. .. In addition, Richards (2003) clarified that the consumption involved in creative tourism is active rather than passive and that the purpose of creative tourism is developing the potential of the individual and personal experience Thus, As Raymond (2008) mentioned, creative tourism not only helps to develop bonds between the visited and the visitor, the host and the guest, but also encourages tourists ... Goodness -of- fit indices of structural model with consideration of common method bias 143 5.40 Goodness -of- fit indices of structural model with consideration of common method bias 144 5.42 Goodness -of- fit indices of second order measurement model with consideration of common method bias 147 x List of Tables (Continued) Table Page 5.43 Confirmatory factor analysis results for second order measurement... focusing on the following: culture tourism, creative tourism, revisit intention, theory of planned behavior, motivation, self-determination theory, tourist experience, the four realms of an experience, and perceived value Chapter three organizes a discussion of the conceptual framework for the dissertation and identifies hypothetical relationships between research variables Chapter four of this dissertation... destination of creative tourism The final chapter summarizes the findings of the study and indicates theoretical and practical implications and limitations of this dissertation 18 CHAPTER TWO LITERATURE REVIEW Before reviewing the literature on creative tourists motivation, experience, perceived value, and revisit intention, there is a need to clarify the concepts of both cultural tourism and creative tourism