Original scientific paper
https://doi.org/10.20867/thm.31.1.1
Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality
Mohd Fahmi Yahaya
orcid.org/0009-0000-8766-8684
; Senior Lecturer, Universiti Malaysia Sarawak Faculty of Applied and Creative Arts
*
Ahmad Azmi M. Ariffin
; Professor Universiti Kebangsaan Malaysia Graduate School of Business
* Corresponding author.
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.
Keywords
creativity, experience quality, behavioural intentions
Hrčak ID:
327389
URI
Publication date:
31.1.2025.
Visits: 32 *