The impact of travel on destination loyalty and individual creativity: The moderating role of novelty seeking
DOI:
https://doi.org/10.5937/menhottur2600012DKeywords:
travel experience, tourism memory, destination loyalty, creativity, novelty seekingAbstract
Purpose – This research aimed to demonstrate the impact of travel experience, tourism memory, and novelty seeking on destination loyalty, as well as the effects of travel experience and tourism memory on creativity, while simultaneously examining the moderating effect of novelty seeking. The value of this research to the tourism literature lies in a deeper understanding of the impact of travel on the level of individual creativity, particularly in the period following the return from a destination. Methodology – The study included 150 respondents within the territory of the Republic of Serbia. Reliability analysis and factor analysis were used to verify internal consistency, while multiple regression analysis was employed to test the main and interaction effects. Findings – The results of the empirical research show that travel experience and tourism memory have a positive, statistically significant impact on destination loyalty and creativity. At the same time, a statistically significant moderating role of novelty seeking was identified in the relationship between tourism memory and individual creativity. Implications – The paper has practical implications for destination managers in designing personalized experiences that enhance positive memories and loyalty, and for individuals, as travel to diverse destinations fosters creativity and idea generation in daily and professional life.
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