Investigating the moderating role of active participation in the relationship between tourist behaviour and revisiting intention in creative tourism context

The current study's primary goal is to investigate the factors of tourist behavior in the context of creative tourism and determine their relationship with revisiting intention. The current investigation is exploratory-cum-descriptive. A purposive sampling technique was used to collect the data from tourists who visited Kashmir Valley for Creative Tourism purposes. A total of 388 usable responses were received after distributing 543 questionnaires. The data was collected using a self-administered questionnaire based on a five-point Likert scale, and the purposive sampling method was employed. The data were screened, processed, and analyzed using SPSS 22.0 and SmartPLS 4.0. The investigation showed that motivation, experience, and perceived value of tourist behavior positively affect the revisiting Intention. Furthermore, the findings showed that active participation moderates the relationship between tourist behavior and revisit intention. The report also suggests that the Kashmir valley might be promoted as a unique tourist destination due to its cultural diversity. Thus, the tourism planners of the Kashmir Valley should promote it as a creative destination because of its unique opportunities.