• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, CNKI, EBSCO

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IJTEF 2024 Vol.15(2): 77-82
DOI: 10.18178/ijtef.2024.15.2.773

Marketing Strategies of Cultural Cluster and Creative Tourism: A Mediating Role of Tourists’ Creative Experience

Mengru Lin
E-Commerce Department, Guangzhou City Construction College, Guangzhou, China
Email: mengrulin_lynn@163.com (M.R.L.)

Manuscript received November 25, 2023; revised January 12, 2024; accepted March 2, 2024; published June 12, 2024.

Abstract—Amidst the emergence of cultural and creative clusters, this paper examines tourists’ behavioral intentions within creative tourism. Drawing upon The Theory of Planned Behavior (TPB) and employing Structural Equation Modeling (SEM) analysis, the study investigates the direct impacts of creative experiences, cultural identity, place attachment, and authenticity on tourists’ behavioral intentions. Furthermore, it explores the positive mediating role of tourists’ creative experiences in linking cultural identity, place attachment, authenticity, and behavioral intentions. The findings have significant implications for management, marketing, and business strategies within cultural and creative clusters. They offer valuable insights into optimizing tourists’ experiences and fostering their intention to participate actively in creative tourism activities.

Keywords—creative experience, behavioral intentions, cultural identity, place attachment, authenticity

Cite: Mengru Lin, "Marketing Strategies of Cultural Cluster and Creative Tourism: A Mediating Role of Tourists’ Creative Experience," International Journal of Trade, Economics and Finance vol.15, no.2, pp. 77-82, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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