Tourist’s Intention To Visit Heritage Hotel: George Town World Heritage Site
Loading...
Date
2014
Authors
See, Guat Tham
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
This study demonstrates the adaptation of Theory of Reasoned Action (TRA) to examine
the impact of perceived price, experience quality, prior knowledge, perceived authenticity
and social influence on tourist’s intention to visit heritage hotel in George Town World
Heritage Site, Penang, with perceived value as the mediator. A self-administered
questionnaire was designed using established scales. A survey of 400 respondents was
conducted using convenience sampling data collection method. With SPSS as the
statistical tool, statistical techniques such as factor analysis, reliability analysis,
descriptive statistics, correlation analysis, regression analysis and bootstrapping analysis
were conducted. Findings indicated that perceived price, experience quality, prior
knowledge, perceived authenticity and social influence have positive and significant
impact towards tourist’s intention to visit heritage hotel. However, only perceived price,
experience quality, prior knowledge and perceived authenticity have influence towards
perceived value, social influence appeared to have no influence to perceived value. The
study found mediating effect of perceived value between the relationships of independent
variables namely perceived price, experience quality, prior knowledge, perceived
authenticity, social influence and intention to visit heritage hotel. Limitation and
recommendation for future studies are provided. This research provides an in-depth
understanding on attributes that would impact tourist’s intention to visit heritage hotel in
George Town World Heritage Site and would help the hoteliers to formulate their future
strategies in designing and promoting the service.
Description
Keywords
Tourist's intention to visit , George Town world heritage site