Mohd Fahmi, Yahaya and Ahmad Azmi, M. Ariffin (2025) Four Ps of Creativity and Behavioural Intentions in Creative Tourism: The Mediating Role of Experience Quality. Tourism and Hospitality Management, 31 (1). pp. 61-80. ISSN 1330-7533
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Abstract
Purpose: This study explores how the dimensions of creativity—specifically person, process, product, and press—affect tourists’ behavioural intentions. Additionally, this study examines how experience quality mediates these relationships. Methodology/Design/Approach: This study used a survey instrument to gather data from 500 creative tourists in Malaysia. To test the structural model, Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed. Findings: The result highlights the influence of the four Ps of creativity on the behavioural intentions of tourists within the creative tourism sector. The study also investigates how experience quality affects these relationships Originality of the research: The novelty of this study lies in the integration of the four Ps of creativity and experience quality into a single model for predicting the future behaviour of creative tourists.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | creativity, experience quality, behavioural intentions. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts Faculties, Institutes, Centres > Faculty of Applied and Creative Arts Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts |
| Depositing User: | Yahaya |
| Date Deposited: | 14 Apr 2025 01:46 |
| Last Modified: | 14 Apr 2025 01:46 |
| URI: | http://ir.unimas.my/id/eprint/47965 |
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