Impact of creative event experiences on the intention to revisit peripheral cross-border destinations: the smuggling festival

Purpose The aim of this study is to analyse whether the experience of creative tourism – in terms of satisfaction, authenticity and memorability – in peripheral regions with shared intangible heritage plays a significant role in the decision to revisit border tourism destinations. Specifically, the study explores tourist experience in the Smuggling Festival held in the cross-border region of Sanlúcar de Guadiana (Spain) and Alcoutim (Portugal) in March. Design/methodology/approach A partial least squares structural equation model (PLS-SEM) is used for data analysis because it is an appropriate technique for exploring the relationships between authenticity, satisfaction and intention to revisit peripheral, cross-border destinations. Findings The results indicate that satisfaction with the Smuggling Festival and its authenticity are significant variables in the decision to revisit a cross-border and peripheral destination based on a memorable creative tourism experience. The present study indicates that creative experience, through perceived satisfaction, has a significant impact on the intention to revisit the border destination. Practical implications This study contributes to provide useful information to tourism agents and local administrations for better tourism and economic management of festivals in border areas. The findings help service providers to design specific and truly unforgettable experiences for tourists, encouraging repeat visits through satisfaction with the experience in the chosen destination. Originality/value This research contributes to creative tourism strategies for peripheral areas, supporting trend detection in border festival management and forming a basis for regional growth strategies in rural, depopulated regions. Its novelty lies in the fact that it focuses on a specific festival (the Smuggling Festival) in a poorly explored cross-border context.