Potential impact of creative infusion on perceptions and behaviors of visitors: theory and evidence from tourism

JPBReview e-ISSN: 2525-3654

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Field Value
Title Potential impact of creative infusion on perceptions and behaviors of visitors: theory and evidence from tourism
Creator Kunt, Sinem
Gulcan, Bilgehan
Subject Inoculation theory
Creative infusion
Destination marketing
Tangible cultural heritage
Seven Churches
Description This study aims to synthesize creative infusion with the theory of inoculation. It is sought to reveal the potential impact of this synthesis’ application on the perceptions and behaviors of visitors. Relationships among variables are assessed using Solomon Four Group and Factorial Modeling based on experimental designs. The data are gathered from tourists (n = 451) at the Seven Churches sites (Ephesus, Smyrna, Pergamum, Sardis, Philadelphia, Thyatira and Laodicea) in Turkey. Model results indicate that perceived creative infusion has a significant impact on revisits and recommendations. This is the first study which examines the relationship between perception and behavior by synthesizing creative infusion with inoculation theory in the tourism literature. Furthermore, it is a new contribution to the tourism literature through its revealing that inoculation theory also works in synthesis with creative infusion in the field of destination marketing as previously shown in such fields as behavioral science, communication, marketing and social psychology.
Publisher Conselho Nacional de Pesquisa e Pos-Graduacao em Direito - CONPEDI
Date 2021-01-26
Type info:eu-repo/semantics/article
Format application/pdf
Identifier https://openaccessojs.com/JBReview/article/view/198
Source International Journal of Professional Business Review; Vol. 6 No. 1 (2021): Continuous publication; e198
International Journal of Professional Business Review; v. 6 n. 1 (2021): Continuous publication; e198
Language eng
Relation https://openaccessojs.com/JBReview/article/view/198/pdf
Rights Copyright (c) 2020 International Journal of Professional Business Review

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