TY - JOUR
T1 - Creative destination, creative cultural experience, and destination brand self-congruence (DBSC)
AU - Shahabi, Rasoul
AU - Ghaderi, Zahed
AU - Soltaninasab, Maryam
AU - Khoshkam, Mana
AU - Patterson, Ian
AU - Tabatabaie, Farhad
N1 - Publisher Copyright:
© 2022 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2022
Y1 - 2022
N2 - Previous studies have examined the various constructs of creative tourism, but the way travelers integrate the image of their self with a creative destination brand has not been taken into consideration. Therefore this study aims to conceptualize this integrity in a creative cultural destination in Iran. This survey involved 308 inbound travelers who revealed that destination uniqueness, perceived value, and interaction are strong predictors of creative cultural experience. Creative cultural experience also positively affects enjoyment and self-enhancement. These findings also accentuate that creative cultural experience and self-enhancement are strong determinants of Destination Brand Self-Congruence (DBSC). Nevertheless, there were no findings about the effect of perceived enjoyment on DBSC.
AB - Previous studies have examined the various constructs of creative tourism, but the way travelers integrate the image of their self with a creative destination brand has not been taken into consideration. Therefore this study aims to conceptualize this integrity in a creative cultural destination in Iran. This survey involved 308 inbound travelers who revealed that destination uniqueness, perceived value, and interaction are strong predictors of creative cultural experience. Creative cultural experience also positively affects enjoyment and self-enhancement. These findings also accentuate that creative cultural experience and self-enhancement are strong determinants of Destination Brand Self-Congruence (DBSC). Nevertheless, there were no findings about the effect of perceived enjoyment on DBSC.
KW - creative economy
KW - Creative tourism
KW - cultural heritage
KW - destination brand self-congruence
KW - destination image
KW - self-enhancement
UR - http://www.scopus.com/inward/record.url?scp=85136182745&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85136182745&partnerID=8YFLogxK
U2 - 10.1080/19407963.2022.2107655
DO - 10.1080/19407963.2022.2107655
M3 - Article
AN - SCOPUS:85136182745
SN - 1940-7963
JO - Journal of Policy Research in Tourism, Leisure and Events
JF - Journal of Policy Research in Tourism, Leisure and Events
ER -