Importance of Creative Experience: How Creative Atmosphere Influences Revisit Intention in Creative Tourism

ABSTRACT This study examined the effects of creative atmosphere on tourists' revisit intention and the sequential mediating effects of creative experience and satisfaction. Questionnaires were distributed to 355 individuals participating in glamping activities in Taiwan, and the study hypotheses were validated by analyzing the collected responses using SPSS PROCESS and AMOS. The results indicate that creative atmosphere exerts a direct, positive, and significant effect on revisit intention. The relationship between creative atmosphere and revisit intention is sequentially mediated by creative experience and satisfaction. These findings indicate that creative experience and satisfaction both play vital roles in creative tourism destination experiences. The results of this study may serve as a reference for future academic research and for creative tourism management.