Potential impact of creative infusion on perceptions and behaviors of visitors: Theory and evidence from tourism Impacto potencial de la infusión creativa en las percepciones y comportamientos de los visitantes: Teoría y evidencia del turismo

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Kunt S., Gülcan B.

International Journal of Professional Business Review, vol.6, no.1, 2021 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 6 Issue: 1
  • Publication Date: 2021
  • Doi Number: 10.26668/businessreview/2021.v6i1.198
  • Journal Name: International Journal of Professional Business Review
  • Journal Indexes: Scopus, Business Source Elite, Business Source Premier, Directory of Open Access Journals, DIALNET
  • Keywords: Creative infusion, Destination marketing, Inoculation theory, Seven Churches, Tangible cultural heritage
  • Gazi University Affiliated: Yes


© 2021 AOS-Estratagia and Inovacao. All rights reserved.This study aims to synthesize creative infusion with the theory of inoculation. It is sought to reveal the potential impact of this synthesis' application on the perceptions and behaviors of visitors. Relationships among variables are assessed using Solomon Four Group and Factorial Modeling based on experimental designs. The data are gathered from tourists (n = 451) at the Seven Churches sites (Ephesus, Smyrna, Pergamum, Sardis, Philadelphia, Thyatira and Laodicea) in Turkey. Model results indicate that perceived creative infusion has a significant impact on revisits and recommendations. This is the first study which examines the relationship between perception and behavior by synthesizing creative infusion with inoculation theory in the tourism literature. Furthermore, it is a new contribution to the tourism literature through its revealing that inoculation theory also works in synthesis with creative infusion in the field of destination marketing as previously shown in such fields as behavioral science, communication, marketing and social psychology.