Impact of tourist experience on memorability and authenticity: a study of creative tourism
ABSTRACT This study aims to investigate the impact of tourist experience on tourists' perception of memorability and authenticity in the context of creative tourism. A total of 574 valid responses were collected on site in the Tianzifang district, Shanghai. The findings identified a second order construct of creative experience with five dimensions: escape, recognition, relaxation, interactivity, and learning. Using PLS SEM, the study found creative tourist experience has a positive impact on memorability and authenticity. The study findings provide valuable implications for creative tourism practitioners and policymakers as well as contribute to the scarce literature body of creative tourism, authenticity, and memorability.