Experience Quality and Value: An Assessment in The Creative Tourism Industry

Abstract

This empirical study tries to evaluate the dimension of tourists experience gained from a creative attraction and its impact on perceived value in a creative tourism attraction context. This study used quantitative method. The data is gathered from 260 respondents using questionnaire distributed to tourists who visited creative tourism attractions in Bandung, Indonesia. To assess the dimension of experience quality, exploratory factor analysis was applied. In addition, multiple regression was employed to examine the effect of experience quality on perceived value. The results demonstrate that experience quality consists of two dimensions, i.e. pleasure and learning and employee services. Further, the regression analyses reveal that both experience quality dimensions significantly impact the perceived value components of functional, social, emotional, and perceive sacrifice. The findings of this research contribute conceptually to extend our understanding on the quality and value relationships in creative tourism context. Further, from managerial practices, it can be concluded, this study provides a guidance for creative attraction management to improve their customers experience quality as a strategy to develop their business competitive advantage.