Customer Satisfaction Among Tourist Toward Malacca Museums in Malaysia
Heritage tourism has rapidly grown and one of the most income for Malaysia government. Domestic tourists are seeking ultimate satisfactions after their museum visits. Thus, by offering the right facilities and services that facilitate their needs, the reputation of this tourism product can be enha...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/5109/1/FH02-INSPIRE-17-09382.pdf http://eprints.unisza.edu.my/5109/ |
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| Summary: | Heritage tourism has rapidly grown and one of the most income for Malaysia government. Domestic tourists are
seeking ultimate satisfactions after their museum visits. Thus, by offering the right facilities and services that
facilitate their needs, the reputation of this tourism product can be enhanced. This is supported by the findings of
the study where tourists expect the museums to have greater cleanliness and ambience, well equipped safety
features, nice landscape and architecture as well as an appropriate location and accessibility. This study aimed to
examine the relationship between 3 elements in Levels of Tourist Satisfaction (LTS) which comprises of Travel
Behavior Characteristic, Tourist Reason Visiting Museum and Museum Facilities and Services towards tourist
intention in Malacca. A set of 200 questionnaires were distributed to the 5 museums in Malacca. This study applies
descriptive and inferential analysis was used to identify the relationship of Travel Behavior Characteristic, Tourist
Reason Visiting Museum and Museum Facilities and Services. The findings showed that all 3 elements in the LTS
model (Travel Behavior Characteristic, Tourist Reason Visiting Museum and Museum Facilities and Services)
have a relationship with tourist behavioral intention towards Malacca Museums. Thus, the findings also confirm all
hypotheses. The Tourist Reason Visiting Museum was the most contributed factor that leads to intention towards
Malacca Museums. Hence, Malacca Museums need to create a creative design which contains the enjoyment and
fun elements besides tourist attention to other factors to visit their museum. |
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