Moderating effect of optimum stimulation level on the relationship between satisfaction and revisit intention: the case of Turkish cultural tourists

Purpose: The purpose of this study is to determine the optimum stimulation levels (OSLs) of cultural tourists within the context of their novelty seeking tendencies and to determine whether their OSLs have a moderating effect on the relationship between their satisfaction and revisit intentions. Design/methodology/approach: To collect data, an online survey was conducted for Turkish cultural tourists (n = 563) in May 2018, and the data were analysed with PROCESS by Hayes. Findings: The study’s findings demonstrated that Turkish cultural tourists were high-level novelty seekers and that novelty seeking has a moderating effect on the relationship between their satisfaction and short-term revisit intentions. Originality/value: This study contributes to the literature by revealing the moderator effect of novelty seeking tendency on the relationship between satisfaction and revisit intention within the scope of cultural tourism, which has not been examined before.