Penang Tourism Attractions And Attraction Attributes
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Date
2014
Authors
Cheah, Erleen Li-Ling
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The objectives of this study are to investigate on tourism attractions and its
attraction attributes in the state of Penang context. This study also intended to
examine the relationship between attraction attributes of heritage destination and
tourist satisfaction towards the heritage destination. The tourist demographics had
been included in this study to explore the moderating effect and the relationship
between tourist demographics, attraction attributes and tourist satisfaction. In
practical sense, this study is an effort to determine the overall performance of
tourism attractions in the state of Penang as the World Heritage Site and the impact
of the enlistment. Multi-attribute theory and resource based view formed the foundation of this
study. A survey had been conducted to gather the opinion of international and
domestic tourist which resulted in a total of 204 valid and usable responses. This
study revealed that the attraction attributes of heritage destination has significant and
positive relationship with tourist satisfaction level. The age group and marital status
of tourists do affect the tourist satisfaction level. Besides, the tangible heritage assets
attracts more tourists to visit whilst the intangible heritage assets has a lack of
awareness among the tourists. The authority and tourism industry players should
consider a shift in marketing strategies and resource allocation of the heritage assets.
A more focused effort in distributing the valuable yet scarce resources to the heritage
assets and a sustainable development of the state of Penang as a whole will
contribute towards becoming the choice destination of tourists.
Description
Keywords
Tourism attractions and its attraction attributes , in the state of Penang context