Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts

Cultural and creative tourism is emerging in industry with the potential to be sustainable as an important carrier of traditional culture. This study adopts stimulus–response theory a cultural integration perspective investigate how tourists’ memories, contact, attitude culture affect their revisit intention. With questionnaire survey responses from 651 tourists structural equation modeling method, it was found that contact affected intentions directly indirectly through memory. Attitude played critical moderating roles effects on memory intention, but had no significant impact relationship between indicates dominates behavioral decisions, while highlights different at influence paths. The findings provide marketers managers strategies for development districts.