LAUSR

Abstract This study extends and examines a theoretical model of moderated mediation in which culture learning serves as an intervening mechanism that clarifies the moderate relationships among brand image and the dimensions of travel benefits (relaxation and health). The study also considers the four dimensions of direct and indirect effects of a creative experience (peace of mind, escape, unique involvement and interactive opportunities). The results of a study of 403 foreign tourists provide support for this integrated model across the dimensions of travel benefits. As expected, the moderating effect of culture learning is found to be a positive effect of brand image on travel benefits because culture learning strengthens that positive linkage. Alternatively, creative experiences enhance the positive indirect effect of travel benefits through brand image. Finally, the results also show that an interactive experience may have indirect effects on peace of mind through opportunities for unique involvement and escape experiences. We used alternative models to measure the robustness of the findings and discuss how this interesting pattern of moderated mediation could be clarified by using empirical evidence of religious beliefs focused on foreign tourists' different cultural experiences.