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Visitor loyalty towards cultural creative attractions: the role of collectivism and indulgence

ABSTRACT This study examines visitor loyalty towards cultural creative attractions, comprising three determinants: visitor satisfaction, perceived value, and experience of quality, and expands on this accepted approach to include the impact of the cultural values’ dimensions of collectivism and indulgence. The target sample included participants from cultural-based creative attractions in Bali and Bandung, Indonesia. This study employed self-administered questionnaires distributed to participants immediately following cultural creative attractions/performances and 403 completed surveys were collected. Using Partial Least Square SEM to analyze the data, this study confirms that experience quality, is the key factor in influencing visitor loyalty in cultural creative attractions. Further, the results of this study emphasize the role of collectivism and indulgence as cultural factors that strengthen experience quality and indirectly influence visitor loyalty. The findings of this study present an improved understanding for both theoreticians and managers alike on how visitor loyalty towards a cultural creative attraction is formed.