Person vs. Product: Influence on Creative Tourism Experience and Intention
A study conducted with 500 creative tourists in five Malaysian urban cities - Kuala Lumpur, Georgetown, Ipoh, Johor Bahru, and Kuching - collected data using a purposive sampling technique. These cities were chosen due to their unique cultural and creative offerings, with some of them, like Kuching and Georgetown, recognized as creative cities by UNESCO. Data were collected through both on-site and online methods. During their visits to creative tourism service providers, respondents were approached and invited to complete questionnaires at their convenience. Additionally, service providers willing to participate were asked to share the online survey link with their customers. The study utilized SPSS 26 to analyse individual-level data. The proposed model's evaluation involved structural equation modelling (SEM) using SMART-PLS Software, which was carried out in two stages: the measurement model and the structural model. The questionnaire was originally developed and administered in English. To enhance its quality and effectiveness, a pre-test and a pilot test were conducted after the expert panel validated the measurement tools.