Document Type : Original Article
Authors
1 Department of Tourism Science, University of Science and Culture, Tehran, Iran.
2 Assistant Professor,Tourism Department, University of Science and Culture, Tehran, Iran
Abstract
This study aimed to create an experience-based tourism model for creative cultural
attractions. This research is mixed in terms of methodology. In the qualitative part, the
qualitative content analysis method was used. The statistical population for this part was
experts who were selected by the snowball sampling method. The structural equation
method was used in the quantitative part. The second statistical population included
visitors to Tehran's creative cultural attractions; 384 samples were selected by random
sampling. The model was designed based on the research results. The desired model
consists of three parts before the visit, during the visit, and after the visit. Before the
visit, the individual characteristics, image, motivation, and visitors’ expectations directly
impacted the creative experience. During the visit, the creative experience directly
impacted the experiencescape and the memorable experience process, and the
experiencescape affected visitors’ memorable experience process directly. After the
visit, the visitor's memorable experiences directly influenced satisfaction and lasting
memories. This study's findings lead to creating creative experiences for visitors and
developing creative cultural attractions. The tourism industry policymakers can rank
creative cultural attractions by setting up a registration system for them, awarding
creative certificates to prominent attractions, and providing them with the basis of
progress
behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1),
85-100. https://doi.org/10.1080/10548408.2015.1038418
Bender, A. C., Guerreiro, M., Sequeira, B. D., & Mendes, J. (2021). Hedonic experiences at heritage
attractions: the visitor’s perspective. International Journal of Culture, Tourism, and Hospitality
Research, 16(1), 138-151. https://doi.org/10.1108/IJCTHR-12-2020-0297
Boorstin, D. J. (1961). The image: A guide to Pseudo-events in America. New York, NY: Atheneum.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in
psychology, 3(2), 77–101. https://doi:10.1191/1478088706qp063oa
Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: A multisensory experience. Current
Issues in Tourism, 24(5), 597–615. https://doi:10.1080/13683500.2019.1649373
Chang, L. L., Backman, K. F., & Huang, Y. C. (2014). Creative tourism: A preliminary examination
of creative tourists’ motivation, experience, perceived value and revisit intention. International
Journal of Culture, Tourism, and Hospitality Research, 8(4), 401–419.
https://doi.org/10.1108/IJCTHR-04-2014-0032
Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact,
memorable tourism experience, and destination loyalty. Tourism Management Perspectives, 26,
153–163. https://doi:10.1016/j.tmp.2017.10.006
Chen, Z., Suntikul, W., & King, B. (2020). Research on tourism experiencescape: The journey from
art to science. Current Issues in Tourism, 23(11), 1407-1425.
https://doi.org/10.1080/13683500.2019.1616679
Methods for Business Research, 295(2), 295–336.
Cohen, E. (1979). A phenomenology of tourist experiences. Sociology, 13(2), 179–201.
https://doi.org/10.1177/003803857901300203
Dean, D., & Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism:
the role of push–Pull motivation. Asia Pacific Journal of Tourism Research, 24(5), 393-403.
https://doi.org/10.1080/10941665.2019.1572631
Farhadi Uonaki, M., Jahanian, M., Pourtaheri, M., & Eftekhari, A. R. (2022). An Experience-based
Tourism Model in Creative Cultural Attractions (Case Study: The City of Tehran). Urban
Tourism, 9(2), 20-40. doi:10.22059/jut.2022.339631.1018
Farhadi Uonaki, M., & Hassanzadeh, S. (2021). The Drivers of Sustainable Development Tourism in
Iran with Emphasis on Globalization. Tourism of Culture, 2(4), 31-42. doi:
10.22034/toc.2021.252805.1026
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable
variables and measurement error. Journal of marketing research, 18(1), 39-50.
https://doi.org/10.1177/002224378101800104
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of
Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least
squares structural equation modeling in marketing research. Journal of the Academy of Marketing
Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hoarau-Heemstra, H., & Eide, D. (2019). Values and concern: Drivers of innovation in experiencebased tourism. Tourism and Hospitality Research, 19(1), 15-26.
https://doi.org/10.1177/1467358416683768
Hosseini, S., Cortes Macias, R., & Almeida Garcia, F. (2021). Memorable tourism experience
research: a systematic review of the literature. Tourism Recreation Research, 1-15.
https://doi.org/10.1080/02508281.2021.1922206
Krippendorff, K. (2004). Measuring the reliability of qualitative text analysis data. Quality and
quantity, 38, 787-800. https://doi.org/10.1007/s11135-004-8107-7
Li, P. Q., & Kovacs, J. F. (2022). Creative tourism and creative spaces in China. Leisure Studies,
41(2), 180-197. https://doi.org/10.1080/02614367.2021.1948596
Li, Y. Q., & Liu, C. H. (2020). Impact of cultural contact on satisfaction and attachment: mediating
roles of creative experiences and cultural memories. Journal of Hospitality Marketing &
Management, 29(2), 221-245. https://doi.org/10.1080/19368623.2019.1611516
(2021). Predicting tourist loyalty toward cultural creative attractions the moderating role of
demographic factors. Journal of Quality Assurance in Hospitality & Tourism, 22(3), 293-311.
https://doi.org/10.1080/1528008X.2020.1773371
Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every
business a stage. Harvard Business Press.
Richards, G. (2020). Designing creative places: The role of creative tourism. Annals of tourism
research, 85, 102922, pp. 1–11. https://doi.org/10.1016/j.annals.2020.102922
Ritchie, J. R., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective.
Cambridge, MA: CABI Publishing.
Rokneddin Eftekari, A., Imani Taeibi, L., & Farhadi Uonaki, M. (2021). The Influential Factors in
Experience-Based Tourism in Nomadic Areas (Case Study: Qashqai Tribes). Journal of Rural
Research, 11(4), 712-727. doi: 10.22059/jour.2019.284926.1376
SETIAWAN, H., MARWA, T., WAHAB, Z., & SHIHAB, M. S. (2021). The Strength of Tourist
Involvement in Mediating the Relationship Between Experience Value, Destination Image, and
Tourist Loyalty: An Empirical Study in Indonesia. The Journal of Asian Finance, Economics, and
Business, 8(6), 1079-1090. https://doi.org/10.13106/jafeb.2021.vol8.no6.1079
Seyfi, S., Hall, C. M., & Rasoolimanesh, S. M. (2020). Exploring memorable cultural tourism
experiences. Journal of Heritage Tourism, 15(3), 341–357.
https://doi.org/10.1080/1743873X.2019.1639717
Shahabi, R., Ghaderi, Z., Soltaninasab, M., Khoshkam, M., Patterson, I., & Tabatabaie, F. (2022).
Creative destination, creative cultural experience, and destination brand self-congruence (DBSC).
Journal of Policy Research in Tourism, Leisure, and Events, 1-24.
https://doi.org/10.1080/19407963.2022.2107655
Sharpley, R. (2021). Routledge Handbook of the Tourist Experience. London, New York: Routledge.
Smit, B., & Melissen, F. (2018). Sustainable customer experience design: Co-creating experiences in
events, tourism, and hospitality. London: Routledge.
Stavrianea, A., & Kamenidou, I. (2021). Memorable tourism experiences, destination image,
satisfaction, and loyalty: an empirical study of Santorini Island. EuroMed Journal of Business.,
17(1), 1-20. https://doi:10.1108/EMJB-10-2020-0106
Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N. N. (2020). Tourist loyalty in
creative tourism: the role of experience quality, value, satisfaction, and motivation. Current Issues
in Tourism, 23(7), 867-879. https://doi.org/10.1080/13683500.2019.1568400
attractions: The role of collectivism and indulgence. Leisure/Loisir, 46(1), 49-67.
https://doi.org/10.1080/14927713.2021.1924841
Wang, C., Liu, J., Wei, L., & Zhang, T. (2020). Impact of tourist experience on memorability and
authenticity: a study of creative tourism. Journal of Travel & Tourism Marketing, 37(1), 48-63.
https://doi.org/10.1080/10548408.2020.1711846
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for
assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly,
33(1), 177-195. https://doi.org/10.2307/20650284
Zare, S. (2019). Cultural influences on memorable tourism experiences. Anatolia, 30(3), 316-327.
https://doi:10.1080/13032917.2019.1575886
Zatori, A., Smith, M. K., & Puczko, L. (2018). Experience-involvement, memorability, and
authenticity: The service provider's effect on tourist experience. Tourism Management, 67, 111-
126. https://doi.org/10.1016/j.tourman.2017.12.013
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism
experiences, and revisit intention. Journal of destination marketing & management, 8, 326-336.
https://doi.org/10.1016/j.jdmm.2017.06.004
)