Tourist’s Intention To Visit Heritage Hotel: George Town World Heritage Site

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dc.contributor.authorSee, Guat Tham
dc.date.accessioned2017-11-08T01:24:56Z
dc.date.available2017-11-08T01:24:56Z
dc.date.issued2014
dc.description.abstractThis 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/5247
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectTourist's intention to visiten_US
dc.subjectGeorge Town world heritage siteen_US
dc.titleTourist’s Intention To Visit Heritage Hotel: George Town World Heritage Siteen_US
dc.typeThesisen_US
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