Mohd Fahmi, Yahaya (2025) Designing for Cognitive Fit: Turning Creative Workshops into Loyalty Engines in Cultural Industries. In: International Seminar on Cultural Sciences (ISCS) Brawijaya 2025, 22-23 September 2025, Malang City, Indonesia.
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Abstract
Creative tourism is now central to many cultural economies, yet providers still struggle to convert on site delight into repeat behaviour and advocacy. Experience quality is the leading explanation for behavioural intention, but reported effects vary considerably across settings and studies (Cole, 2004; Cole & Illum, 2006; Chen & Chen, 2010; Kim, 2018). This variability suggests boundary conditions that matter for small cultural producers. We treat the issue as a thinking skills problem. Openness to Experience captures curiosity, imaginative play and aesthetic engagement and is closely tied to higher order cognition and creative achievement (Kaufman, 2013; Abu Raya et al., 2023). In hands on workshops rich in novelty and autonomy, trait activation theory predicts that Openness will shape the cognitive operations that turn sensory input into evaluative judgements and future support (Tett & Burnett, 2003). Tour guide studies further show that social affective cues such as humour can help visitors lower in Openness convert appraisal into intention (Prayag, Hosany, & Odeh, 2013; Tu, Guo, Xiao, & Yan, 2020). We therefore ask: How does Openness to Experience shape the direct and affect mediated effects of experience quality on behavioural intention in creative tourism. The work sits within cultural industries by showing how trait informed design can lift loyalty and ancillary spend without new infrastructure.
| Item Type: | Proceeding (Speech) |
|---|---|
| Uncontrolled Keywords: | Behavioural intentions; Creative tourism; Experience quality; Openness to experience; Trait activation. |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NX Arts in 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: | Gani |
| Date Deposited: | 17 Dec 2025 06:51 |
| Last Modified: | 17 Dec 2025 06:51 |
| URI: | http://ir.unimas.my/id/eprint/51072 |
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