Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts

Abstract

Cultural and creative tourism is emerging in tourism industry with the potential to be sustainable as an important carrier of traditional culture. This study adopts stimulus–response theory in a cultural integration perspective to investigate how tourists’ cultural memories, cultural contact, and attitude to culture affect their revisit intention. With the questionnaire survey responses from 651 tourists and structural equation modeling method, it was found that tourists’ cultural contact affected their revisit intentions directly and indirectly through cultural memory. Attitude to culture played critical moderating roles in the effects of tourists’ cultural contact on their cultural memory and revisit intention, but it had no significant impact on the relationship between tourists’ cultural memory and their revisit intention. This study indicates that cultural memory dominates tourists’ behavioral decisions, while attitude to culture highlights different effects at different influence paths. The findings provide marketers and managers with strategies for the sustainable development of cultural and creative districts.

The Effect of Cultural Contact on Revisit Intention on Yogyakarta Palace Tour

“…This study is a model replication of the research of Lai et al, (2021). The following are the proposed hypotheses: H1: cultural contact has a positive effect on revisit intention H2: cultural contact has a positive effect on cultural memory H3: cultural memory has a positive effect on revisit intention…”

“…Memory is the activity of remembering individual experiences and personalities. Memory is created because of remembering activities carried out by humans in an activity that has occurred Schacter et al, (1993) Tao (2015) in the research of Lai et al, (2021) memory can be formed due to personal emotions and can create a person's desire to travel. In terms of tourism according to Schacter et al, (2012).…”

Critical Analysis of a World Heritage Site in Terms of Conservation and Tourism Promotion: The Case of “Ibiza, Biodiversity and Culture” (Ibiza, Spain)

“…It is necessary to publicize the various types of cultural tourism offerings and encourage people to visit the island in spring and autumn. It is important to mention at this point that cultural tourism, which is still only emerging in the tourism sector, has great potential for sustaining traditional cultures [117], and each local community within a traditional culture is fundamental-even more so when UNESCO and the WHC have recognized it as a vital component of the sustainable management of heritage [118], which should be taken into account by the public administrators of tourism in Ibiza.…”

Understanding Revisit Intention towards Religious Attraction of Kartarpur Temple: Moderation Analysis of Religiosity

“…A greater level of attachment with a place due to similar cultural contact increases the level of loyalty and satisfaction, leading to behavioral tendencies [60]. Cultural contact has positive affiliations with tourist satisfaction [61]. Thus, we hypothesize the following: Hypothesis 2 (H2).…”