Predicting tourist loyalty toward cultural creative attractions the moderating role of demographic factors

Content Partner: Lincoln University. 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.