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The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia

The heritage and culture city of Malacca is one of the Malaysia’s most popular attractions for domestic and international tourists. It has a mixture of heritage attractions that correspond to its status as one of the World Heritage Sites (WHS). Therefore, the intention of tourists to revisit the her...

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Main Authors: Sen Mei Lam, Leong Wen Qin, Michelle Hoo Yean Nee, Najwa Binti Ahmad Tajudin
Format: Undergraduate Final Project Report
Language:English
Published: 2021
Online Access:http://discol.umk.edu.my/id/eprint/3846/1/GROUP%20T22.pdf
http://discol.umk.edu.my/id/eprint/3846/
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spelling my.umk.eprints.38462022-05-24T03:20:19Z http://discol.umk.edu.my/id/eprint/3846/ The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia Sen Mei Lam Leong Wen Qin Michelle Hoo Yean Nee Najwa Binti Ahmad Tajudin The heritage and culture city of Malacca is one of the Malaysia’s most popular attractions for domestic and international tourists. It has a mixture of heritage attractions that correspond to its status as one of the World Heritage Sites (WHS). Therefore, the intention of tourists to revisit the heritage sites need to be analyzed to determine its strengths and weaknesses as the heritage city of Malacca.The intention of revisiting the heritage sites is closely correlated to attitude, subjective norm, perceived behavioral control, overall image and customer satisfaction as pillars to developing economy and social activity. This study investigates the intention to revisit heritage sites and culture in Malacca among the young generation in Malaysia. In the implication of time intervals, young generation cognitive toward heritage tourism and culture might vary according to the flexibility of time. In order to improve the intention to revisit, this study seeks and decide either these variables could be better managed or not between the attitude, subjective norm, perceived behavioral control, overall image, customer satisfaction and the intention to revisit. To achieve the objective of this research, a quantitative study was carried out. The total respondent in this study was conducted through online surveys with 198 respondents who has revisit to the heritage sites and culture in Malacca. For the analysis of data, reliability test and Pearson correlation would be used. As a result, our analysis showed high positive correlation between attitude, subjective norm, customer satisfaction and intention to revisit. Surprisingly, the effect of perceived behavioral control and overall image upon tourist revisit intention was showed moderate positive correlation. We conclude that attitude, subjective norm, and customer satisfaction increases the intention to revisit. 2021-06-20 Undergraduate Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/3846/1/GROUP%20T22.pdf Sen Mei Lam and Leong Wen Qin and Michelle Hoo Yean Nee and Najwa Binti Ahmad Tajudin (2021) The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia. Final Year Project thesis, Universiti Malaysia Kelantan. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
language English
description The heritage and culture city of Malacca is one of the Malaysia’s most popular attractions for domestic and international tourists. It has a mixture of heritage attractions that correspond to its status as one of the World Heritage Sites (WHS). Therefore, the intention of tourists to revisit the heritage sites need to be analyzed to determine its strengths and weaknesses as the heritage city of Malacca.The intention of revisiting the heritage sites is closely correlated to attitude, subjective norm, perceived behavioral control, overall image and customer satisfaction as pillars to developing economy and social activity. This study investigates the intention to revisit heritage sites and culture in Malacca among the young generation in Malaysia. In the implication of time intervals, young generation cognitive toward heritage tourism and culture might vary according to the flexibility of time. In order to improve the intention to revisit, this study seeks and decide either these variables could be better managed or not between the attitude, subjective norm, perceived behavioral control, overall image, customer satisfaction and the intention to revisit. To achieve the objective of this research, a quantitative study was carried out. The total respondent in this study was conducted through online surveys with 198 respondents who has revisit to the heritage sites and culture in Malacca. For the analysis of data, reliability test and Pearson correlation would be used. As a result, our analysis showed high positive correlation between attitude, subjective norm, customer satisfaction and intention to revisit. Surprisingly, the effect of perceived behavioral control and overall image upon tourist revisit intention was showed moderate positive correlation. We conclude that attitude, subjective norm, and customer satisfaction increases the intention to revisit.
format Undergraduate Final Project Report
author Sen Mei Lam
Leong Wen Qin
Michelle Hoo Yean Nee
Najwa Binti Ahmad Tajudin
spellingShingle Sen Mei Lam
Leong Wen Qin
Michelle Hoo Yean Nee
Najwa Binti Ahmad Tajudin
The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
author_facet Sen Mei Lam
Leong Wen Qin
Michelle Hoo Yean Nee
Najwa Binti Ahmad Tajudin
author_sort Sen Mei Lam
title The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
title_short The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
title_full The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
title_fullStr The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
title_full_unstemmed The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia
title_sort intention to revisit the heritage sites and culture in malacca among the young generation in malaysia
publishDate 2021
url http://discol.umk.edu.my/id/eprint/3846/1/GROUP%20T22.pdf
http://discol.umk.edu.my/id/eprint/3846/
_version_ 1763303330949365760
score 13.211869

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