The formation of visitor behavioral intention to creative tourism: The role of push–pull motivation

Abstract

This study proposes and examines a behavioral intention to re-experience model consisting of experience quality, perceived value, satisfaction, and push–pull motivation factor as the determinants. For this purpose, self-administrated questionnaires were utilized to gather data from 369 participants of five creative tourism attractions in Indonesia. To examine the proposed model and hypotheses, partial least square modeling was applied. The results provide evidence that pull motivation impacts visitor behavioral intention to re-experience. It also demonstrates that push motivation impacts visitor behavioral intention to re- experience and is strengthened by experience quality and perceived value.