Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services
This research investigates the intricate relationships between creativity process and environment, experience quality, and behavioural intentions within the unique context of creative tourism service providers. Sustainable issues related to cultural tourism especially in relation to the preservatio...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2025-08-01
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| Series: | Creativity Studies |
| Subjects: | |
| Online Access: | https://journals.vilniustech.lt/index.php/CS/article/view/20440 |
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| _version_ | 1849226814768021504 |
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| author | Mohd Fahmi Yahaya Ahmad Azmi M. Ariffin |
| author_facet | Mohd Fahmi Yahaya Ahmad Azmi M. Ariffin |
| author_sort | Mohd Fahmi Yahaya |
| collection | DOAJ |
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This research investigates the intricate relationships between creativity process and environment, experience quality, and behavioural intentions within the unique context of creative tourism service providers. Sustainable issues related to cultural tourism especially in relation to the preservation and conservation of national heritage has fuelled the need to rebrand some tourists’ hotspots in Malaysia as a creative destination. However, service providers in this domain struggles to retain their customers, necessitating the exploration of effective marketing strategies based on their creative resources. Drawing from a comprehensive dataset of 500 respondents, obtained through purposive sampling, this study investigates the interplay among these factors and their ultimate impact on tourist’s intentions in the creative tourism industry. Employing partial least squares structural equation modelling, the study reveals that creativity, manifested through creative behaviour and innovative ideas, significantly influences the experience quality offered to tourists. Furthermore, this study underscores the essential role of physical and social environments in nurturing creativity and shaping experience quality. Experience quality emerges as a critical mediator in this intricate web of relationships, bridging the gap between creativity and behavioural intentions. The findings offer guidance to creative tourism service providers in enhancing their offerings, optimising physical and social environments, and elevating the experience quality they deliver. These insights are expected to not only benefit the industry but also contribute to a broader understanding of the intricate interplay between creativity, experience quality, and behavioural intentions in the realm of creative tourism.
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| format | Article |
| id | doaj-art-b6a70d2e9a7841f6b6e8afd50c33f1f0 |
| institution | Kabale University |
| issn | 2345-0479 2345-0487 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Creativity Studies |
| spelling | doaj-art-b6a70d2e9a7841f6b6e8afd50c33f1f02025-08-24T07:52:46ZengVilnius Gediminas Technical UniversityCreativity Studies2345-04792345-04872025-08-0118210.3846/cs.2025.20440Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism servicesMohd Fahmi Yahaya0Ahmad Azmi M. Ariffin1Department of Arts Management, Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, Jalan Datuk Mohammad Musa, 94300 Kota Samarahan, Sarawak, MalaysiaGraduate School of Business, National University of Malaysia, 43600 UKM Bangi, Bandar Baru Bangi, Hulu Langat District, Selangor, Malaysia This research investigates the intricate relationships between creativity process and environment, experience quality, and behavioural intentions within the unique context of creative tourism service providers. Sustainable issues related to cultural tourism especially in relation to the preservation and conservation of national heritage has fuelled the need to rebrand some tourists’ hotspots in Malaysia as a creative destination. However, service providers in this domain struggles to retain their customers, necessitating the exploration of effective marketing strategies based on their creative resources. Drawing from a comprehensive dataset of 500 respondents, obtained through purposive sampling, this study investigates the interplay among these factors and their ultimate impact on tourist’s intentions in the creative tourism industry. Employing partial least squares structural equation modelling, the study reveals that creativity, manifested through creative behaviour and innovative ideas, significantly influences the experience quality offered to tourists. Furthermore, this study underscores the essential role of physical and social environments in nurturing creativity and shaping experience quality. Experience quality emerges as a critical mediator in this intricate web of relationships, bridging the gap between creativity and behavioural intentions. The findings offer guidance to creative tourism service providers in enhancing their offerings, optimising physical and social environments, and elevating the experience quality they deliver. These insights are expected to not only benefit the industry but also contribute to a broader understanding of the intricate interplay between creativity, experience quality, and behavioural intentions in the realm of creative tourism. https://journals.vilniustech.lt/index.php/CS/article/view/20440behavioural intentionscreative environmentcreative processcreative tourismexperience quality |
| spellingShingle | Mohd Fahmi Yahaya Ahmad Azmi M. Ariffin Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services Creativity Studies behavioural intentions creative environment creative process creative tourism experience quality |
| title | Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services |
| title_full | Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services |
| title_fullStr | Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services |
| title_full_unstemmed | Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services |
| title_short | Creative process and creative environment: impact on experience quality and behavioural intentions in creative tourism services |
| title_sort | creative process and creative environment impact on experience quality and behavioural intentions in creative tourism services |
| topic | behavioural intentions creative environment creative process creative tourism experience quality |
| url | https://journals.vilniustech.lt/index.php/CS/article/view/20440 |
| work_keys_str_mv | AT mohdfahmiyahaya creativeprocessandcreativeenvironmentimpactonexperiencequalityandbehaviouralintentionsincreativetourismservices AT ahmadazmimariffin creativeprocessandcreativeenvironmentimpactonexperiencequalityandbehaviouralintentionsincreativetourismservices |