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Moderating effect of optimum stimulation level on the relationship between satisfaction and revisit intention: the case of Turkish cultural tourists

Savaş Evren (Department of Tourism Management, Faculty of Tourism, Gumushane University, Gümüşhane, Turkey)
Emine Şimşek Evren (Social Sciences Institute, Mersin University, Mersin, Turkey)
A. Celil Çakıcı (Department of Tourism Management, Faculty of Tourism, Mersin University, Mersin, Turkey)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 19 August 2020

Issue publication date: 7 October 2020

736

Abstract

Purpose

The purpose of this study is to determine the optimum stimulation levels (OSLs) of cultural tourists within the context of their novelty seeking tendencies and to determine whether their OSLs have a moderating effect on the relationship between their satisfaction and revisit intentions.

Design/methodology/approach

To collect data, an online survey was conducted for Turkish cultural tourists (n = 563) in May 2018, and the data were analysed with PROCESS by Hayes.

Findings

The study’s findings demonstrated that Turkish cultural tourists were high-level novelty seekers and that novelty seeking has a moderating effect on the relationship between their satisfaction and short-term revisit intentions.

Originality/value

This study contributes to the literature by revealing the moderator effect of novelty seeking tendency on the relationship between satisfaction and revisit intention within the scope of cultural tourism, which has not been examined before.

Keywords

Citation

Evren, S., Şimşek Evren, E. and Çakıcı, A.C. (2020), "Moderating effect of optimum stimulation level on the relationship between satisfaction and revisit intention: the case of Turkish cultural tourists", International Journal of Culture, Tourism and Hospitality Research, Vol. 14 No. 4, pp. 681-695. https://doi.org/10.1108/IJCTHR-03-2019-0052

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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