Creative cultural experience and destination loyalty: the role of cultural experiences, destination attachment, and cultural learning

This study examines the relationship among creative cultural experiences (CCE), cultural memory (CRM), destination attachment (DAT), cultural learning (CLN), and destination loyalty (DLY) in the context of Vietnam tourism, drawing upon the Expectancy-Value Theory (EVT). A sample of 533 Vietnamese tourists participated in the study. The results indicated that CCE positively influenced CMR, DAT, and DLY. The results also showed that CMR and DAT positively impact DLY. Additionally, CMR and DAT were found to mediate the relationship between CCE and DLY. However, CLN did not moderate the relationship between CCE and DLY. Interestingly, CLN was found to moderate the relationships between CMR and DLY and between DAT and DLY. The study provides valuable insights for practitioners and policymakers in the tourism industry, suggesting strategies to enhance DLY through creative tourism experiences and developing cultural connections with the destination.