Experiencing culture in attractions, events and tour settings

Greg Richards, Brian King, Emmy Yeung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

41 Citations (Scopus)


This paper develops a measurement scale for cultural experiences across different contexts, including attractions, events and tours, in Hong Kong. Four dimensions of experience (cognitive, conative, affective and novelty) are identified through structural equation modelling. The scale is applied to compare visitor- and context-related influences on the experience and on subsequent behavioural intentions. We find that the conative dimension of experience elicits the highest experience scores from visitors, but affective experiences are more significant in distinguishing between different experience contexts and visitor groups. The strongest experiences were attributed to event contexts, followed by tours, and finally permanent attractions. The experience is also enhanced when various sites are combined by visitors to provide a ‘destination journey’.

Original languageEnglish
Article number104104
JournalTourism Management
Publication statusPublished - 7 Mar 2020


  • Attractions
  • Cultural tourism
  • Events
  • Hong Kong
  • Tours
  • Visitor experience

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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