Creative tourism, visitor satisfaction and revisit intention

Purpose Despite the growing importance of creative tourism, little attention has been given to exploring tourists' satisfaction and revisit intention in the context of such tourism. This study explores how creative tourism experiences shape visitor satisfaction and revisit intention. Design/methodology/approach This research draws on qualitative data from creative tourists, collected through a responsive interviewing model, and applies thematic analysis and text-mining using NVivo and RStudio to examine tourist satisfaction and revisit intention. Findings The findings reveal that visitor satisfaction is influenced by the alignment between destination image and actual experience, perceived value (economic, social, creative), and opportunities for personal improvement and cultural immersion. Revisit intention is shaped by tourists' desire for novel and authentic experiences, emotional connections with place, and ongoing creative engagement. The presence and interaction with local creative individuals significantly enhance both satisfaction and revisit intention. Practical implications The findings provide actionable insights for destination marketers, highlighting the importance of co-creative experiences, cultural engagement and emotional resonance in shaping positive tourist perceptions and loyalty. Originality/value This study contributes to revealing how the process of gaining creative tourism experiences influences tourist satisfaction and revisit intention; uncovering the multifaceted nature of perceived value in the context of creative tourism – demonstrating that tourists are satisfied not only with economic value but also with the social and creative value derived from their experiences; highlighting ongoing creative engagement as an important motivator for tourists to revisit creative destinations; and explaining why the presence of creative individuals can enhance tourists' satisfaction and revisit intention.