Examining attraction loyalty formation in creative tourism

This study aims to examine a creative attraction loyalty model which includes experience quality, satisfaction and motivation and to assess the model’s applicability in terms of customer attraction, namely, tourists and residents.

The data collection was conducted at four culture-based attractions in Bandung, Indonesia. Self-administrated questionnaires were distributed to visitors after they experienced the attraction. In total, 415 useful questionnaires were collected. The hypotheses developed were examined using partial least square structural equation modelling.

This study reveals a significant effect of experience quality on both satisfaction and attraction loyalty. Moreover, the effect of motivations on satisfaction and loyalty is partially supported, as only the pull motivation factor has a significant effect on satisfaction. Finally, this study reveals that the proposed attraction loyalty model is insignificant in terms of difference between tourists and residents.

Past studies have examined many of the drivers of loyalty both independently and separately. This study examines simultaneously three important loyalty drivers: experience quality, satisfaction and motivation in the context of a creative tourism attraction. To create visitor loyalty, this study suggests that attraction managers need to deliver high experience quality and develop customer pulling strategies through promotion efforts.