Local and international perspectives of the influence of creative experiences of Chinese traditional culture on revisit intentions

There are an increasing number of studies of Chinese traditional culture; however, until now, there has not been an empirical examination of the integrated perspectives on whether internationalized or localized viewpoints influence cultural tourism. To address this gap, this study develops an integrated and comparative model of tourist behaviours, where international or local tourists’ creative experiences may influence their revisit intentions. Study 1 examines this proposition through 631 local tourists’ perspectives and suggests that creative experiences may influence revisit intentions through authenticity. Further, the relationships between authenticity and revisit intentions may be strengthened by motivation. Study 2 investigates 381 foreign tourists’ creative experiences to demonstrate that experiences may influence their revisit intentions through the destination’s attractions. Further, the relationships between the destination attractions and revisit intentions may be strengthened by brand image. The mutual relations among the dimensions of creative experiences also have implications for tourists when making tourism decisions.