Determinants of Travel Intention Among Asian Visitors at the Cultural Creative Parks: Perspective from Theory of Planned Behavior

Abstract

Along with worldwide trends in tourism, cultural and creative industries have become both public and private sectors’ concerns. Accordingly, there are many cultural and creative areas and creative parks built in many different countries, including Taiwan. This chapter utilizes the theory of planned behavior (TPB) to analyze the link between destination image and its perceived value to predict tourist future intentions to visit cultural and creative parks. The research was conducted in three cultural and creative parks located in Taipei (Huashan 1914 Creative Park), Taichung (Taichung Cultural Creative Park), and Kaohsiung (The Pier-2 Art Center). Structured questionnaires were conveniently and purposively distributed to the visitors, and 434 useable questionnaires were collected and analyzed using structural analysis. The results show that the proposed extended TPB model was partially supported except for the effect of attitude on behavior intentions. In particular, perceived behavioral control plays an important role in predicting Asian youth visitors’ behavior intentions compared to the perceived value, which can be attributed to the collective cultural value. Moreover, destination image leads to higher perceived value, and that further fosters behavior intentions.