Potential impact of creative infusion on perceptions and behaviors of visitors: theory and evidence from tourism


  • Sinem Kunt Çankırı Karatekin University, School of Ilgaz Tourism and Hotel Management, Department of Tourism Management https://orcid.org/0000-0002-5342-4734
  • Bilgehan Gulcan Department of Recreation Management Faculty of Tourism, Ankara Hacı Bayram Veli University, Ankara, TURKEY




Inoculation theory, Creative infusion, Destination marketing, Tangible cultural heritage, Seven Churches


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.


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Author Biographies

Sinem Kunt, Çankırı Karatekin University, School of Ilgaz Tourism and Hotel Management, Department of Tourism Management

Sinem Kunt is a PhD graduate from Tourism Management, Faculty of Tourism, Gazi University, Ankara, Turkey and continues her academic career at Çankırı Karatekin University, School of Ilgaz Tourism and Hotel Management, Department of Tourism Management. She does research in fields of Destination Marketing, Tangible Cultural Heritage Tourism, Seven Churches and Creative Infusion.

Bilgehan Gulcan, Department of Recreation Management Faculty of Tourism, Ankara Hacı Bayram Veli University, Ankara, TURKEY

Bilgehan Gülcan is a professor at the Department of Recreation Management in the Faculty of Tourism at Ankara Hacı Bayram Veli University, Turkey. He received the PhD degree in education of tourism and hotel management and the MSc degree in tourism and hotel management from Gazi University, Turkey, and has specialized in tourism marketing, tourism education, and cultural tourism. He has conducted and participated in several international and national projects, especially in tourism education and tourism development in Turkey and Kyrgyzstan.



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 Inoculation theory, Creative infusion, Destination marketing, Tangible cultural heritage, Seven Churches




How to Cite

Kunt, S., & Gulcan, B. (2021). Potential impact of creative infusion on perceptions and behaviors of visitors: theory and evidence from tourism. International Journal of Professional Business Review, 6(1), e198. https://doi.org/10.26668/businessreview/2021.v6i1.198



Studies in Tourism