Influence of Perceived Value on Tourist Future Intentions to Creative Tourism Attractions in Kenya’s North Coast

Abstract

Creative tourism is a new form of tourism product that is potentially changing tourism development and is significantly contributing to differentiating and changing tourism experience. This paper explores the relationship between tourists’ perceived value (PV) of and their future intentions to creative tourism attractions. The study was conducted at Gede Ruins in Kenya’s North Coast targeting both international and domestic tourists visiting the archeological site. The study systematically sampled 186 tourists who had consumed and participated in tourism activities at departure points. The result showed that PV was a useful variable to explain customer satisfaction and predict tourists’ future intentions to creative tourism attractions. The findings of the study provide insight to the ways tourists perceive creative attractions, and highlight the importance of creative tourism managers in providing an environment for tourists to actively engage creatively at the destination. It is suggested that creative tourism managers must understand why tourists want to visit creative tourism destinations, their perceptions during consumption and what they value after consumption, and be able to predict their future intentions.