An Integrated Model of Music-Based Special Interest Tourism in Ambon, Indonesia

Creative cities increasingly use cultural assets such as music to strengthen destination branding and tourism competitiveness. However, empirical evidence explaining how creative city positioning translates into tourist loyalty remains limited. This study develops and tests an integrated model of tourist loyalty in music-based special interest tourism using Ambon, a member of the UNESCO Creative Cities Network, as an empirical case. Drawing on destination marketing and experience economy theory, the study examines the relationships among destination image, tourist motivation, perceived value, tourist satisfaction, and revisit intention. A quantitative survey was conducted among 286 tourists who participated in music-related activities in Ambon. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that destination image significantly influences tourist satisfaction but does not directly affect revisit intention. Perceived value emerges as the strongest predictor of both satisfaction and revisit intention, while tourist motivation significantly drives revisit intention but not satisfaction. Tourist satisfaction mediates the relationships between destination image, perceived value, and revisit intention. These findings suggest that in music-based special interest tourism, experiential value and emotional fulfillment are more decisive in generating loyalty than branding alone. This study contributes to tourism literature by extending destination loyalty models into the underexplored domain of music tourism and creative cities in the Global South. Practically, the findings highlight the need for creative cities to prioritize authentic, high-value musical experiences rather than relying solely on symbolic branding strategies. The results offer strategic insights for policymakers and destination managers seeking to transform cultural capital into sustainable tourism competitiveness.