Impact of perceived creative values on destination image and future perspectives for the destination: Chiang Mai Design Week 2024

Purpose This study examines how attendees' perceptions of creative values and experiences at Chiang Mai Design Week 2024 influence perceived destination image and their future perspectives for the destination. Design/methodology/approach Structural Equation Modeling was adopted to validate a hypothetical model. Data consisting of 300 samples were collected from the attendees of Chiang Mai Design Week 2024. The event context was also described to clarify the cultural and strategic setting of the event. Findings The results revealed that attendees' experiences and perceived creative values positively affect destination image, and thus, their perceived future perspectives for the destination. Research limitations/implications This study contributes to destination image research by incorporating new factors, perceived “future perspectives” and “creative values” into a model and clarifying the relationship; by demonstrating the influence of destination image on attendees' positive future perspectives for the destination as demand-side, which is an area that has focused primarily on the supply-side research. A limitation of this study is its focus on a single case in Thailand. Practical implications This study showed event organizers the importance of event planning that integrates high-quality cultural learning, creative activities and exhibitions, considering the destination's future. Such events can help attendees to experience historical culture through the lens of contemporary art and design, thereby strengthening the destination image and supporting a more positive future-oriented perception of the region. Originality/value This study addresses the demand-side future perspectives for the destination that may reflect organizers' strategic intentions.