Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism - A case study of the Pier 2 Art Center in Taiwan

This study investigates the role of perceived coolness in terms of creative tourism destination consumption and its antecedents as well as the consequences for Generation Y tourists. Specifically, we denote three antecedents of perceived coolness (uniqueness, identification, and attractiveness) and three consequences (satisfaction, place attachment, and destination loyalty) in the proposed creative tourism experience model. Results from a sample of 281 Generation Y tourists visiting a popular creative tourism site in Taiwan show that all three antecedents are positively related to perceived coolness, which in turn positively affects satisfaction and place attachment. In addition, both satisfaction and place attachment mediate the effect of perceived coolness on destination loyalty. Implications and suggestions for future research are also discussed.