The Application of Structural Equation Modelling for Predicting the Link between Motivation and Experience Quality in Creative Tourism

Abstract

The Indonesian creative tourism industry is growing and competitive. In this competitive industry, the tourism attraction capability in delivering a quality of experience and motivating customers to visit is imperative. However, research to explore tourist motivation impact on experience quality in creative tourism is limited. This paper is designed to predict the influence of motivation on experience quality in the creative tourism by applying Structural Equation Modelling (SEM). Data were collected through survey from 260 tourists visiting creative tourism attractions in Bandung. The result shows that push motivation has a significant impact on experience quality dimension of escape, learning, and recognition; while the impact of pull motivation is not significant. This finding improves the theoretical and managerial understanding on the link between motivation and experience quality as well as the application of SEM in creative tourism industry.