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Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar

The Malaysian government received two endangered pandas as a diplomatic gift from the government of China to mark 40 years of strong diplomatic ties between the two countries. The Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia’s commitment towards China’s gover...

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Main Authors: Mazaruddin, Norsuhana, Anuar, Faiz Izwan
Format: Article
Language:English
Published: Universiti Teknologi MARA, Negeri Sembilan 2019
Subjects:
Statistical data
Interpersonal relations. Social behavior
Social participation
Online Access:http://ir.uitm.edu.my/id/eprint/31004/1/31004.pdf
http://ir.uitm.edu.my/id/eprint/31004/
https://nsembilan.uitm.edu.my/joacns/
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spelling my.uitm.ir.310042020-06-10T09:05:12Z http://ir.uitm.edu.my/id/eprint/31004/ Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar Mazaruddin, Norsuhana Anuar, Faiz Izwan Statistical data Interpersonal relations. Social behavior Social participation The Malaysian government received two endangered pandas as a diplomatic gift from the government of China to mark 40 years of strong diplomatic ties between the two countries. The Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia’s commitment towards China’s governmental efforts in increasing the number of the endangered giant panda worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism (PT).The attraction has pulled many local and international visitorsfromdifferent countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues, and future ofPT initiative remains under-explored. The present study attempts to understand the PT conceptby measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect tourists behavioural intention to visit other PTsthroughout the world. In addition, the study measured the mediation effect of destination image toward the relationship of consumption values and tourists behavioural intention. The findings of this study are among the early attempts to better understand the rationales, benefits, and potentials of PTas a niche tourism concept in Malaysia.The study employed the survey questionnaire to gather quantitative data. Data were analyzed using the SmartPLS 3.0 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards tourists’ behavioural intention to visit PT.Furthermore, functional value proved to have significant direct as well as indirect influence on the tourists’ behavioural intention. Universiti Teknologi MARA, Negeri Sembilan 2019 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/31004/1/31004.pdf Mazaruddin, Norsuhana and Anuar, Faiz Izwan (2019) Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar. Journal of Academia, 2 (7). pp. 143-151. ISSN 2289-6368 https://nsembilan.uitm.edu.my/joacns/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Statistical data
Interpersonal relations. Social behavior
Social participation
spellingShingle Statistical data
Interpersonal relations. Social behavior
Social participation
Mazaruddin, Norsuhana
Anuar, Faiz Izwan
Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
description The Malaysian government received two endangered pandas as a diplomatic gift from the government of China to mark 40 years of strong diplomatic ties between the two countries. The Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia’s commitment towards China’s governmental efforts in increasing the number of the endangered giant panda worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism (PT).The attraction has pulled many local and international visitorsfromdifferent countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues, and future ofPT initiative remains under-explored. The present study attempts to understand the PT conceptby measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect tourists behavioural intention to visit other PTsthroughout the world. In addition, the study measured the mediation effect of destination image toward the relationship of consumption values and tourists behavioural intention. The findings of this study are among the early attempts to better understand the rationales, benefits, and potentials of PTas a niche tourism concept in Malaysia.The study employed the survey questionnaire to gather quantitative data. Data were analyzed using the SmartPLS 3.0 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards tourists’ behavioural intention to visit PT.Furthermore, functional value proved to have significant direct as well as indirect influence on the tourists’ behavioural intention.
format Article
author Mazaruddin, Norsuhana
Anuar, Faiz Izwan
author_facet Mazaruddin, Norsuhana
Anuar, Faiz Izwan
author_sort Mazaruddin, Norsuhana
title Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
title_short Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
title_full Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
title_fullStr Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
title_full_unstemmed Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar
title_sort panda tourism: the role of destination image on the relationship between tourists’ consumption values and behavioural intention / norsuhana mazaruddin and faiz izwan anuar
publisher Universiti Teknologi MARA, Negeri Sembilan
publishDate 2019
url http://ir.uitm.edu.my/id/eprint/31004/1/31004.pdf
http://ir.uitm.edu.my/id/eprint/31004/
https://nsembilan.uitm.edu.my/joacns/
_version_ 1685650733522747392
score 13.211869

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