Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives

The annual Rainforest World Music Festival in Sarawak, Malaysia is a much celebrated tourism event and has global awareness as a festival of world music. Notwithstanding the popularity of the festival, there has been no study of visitor intentions. Drawing upon the theory of planned behavior, this s...

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Main Authors:	Hiram, Ting, Mary Wan, Mering, Shahren, Ahmad Zaidi Adruce, Mumtaz Ali, Memon
Format:	Article
Language:	English
Published:	Cognizant Communication Corporation 2017
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/17226/ http://ir.unimas.my/17226/ http://ir.unimas.my/17226/ http://ir.unimas.my/17226/1/Intention%20to%20attend%20the%20rainforest%20world%20music%20festival%20%28abstract%29.pdf

id	unimas-17226
recordtype	eprints
spelling	unimas-172262017-08-28T05:03:57Z http://ir.unimas.my/17226/ Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives Hiram, Ting Mary Wan, Mering Shahren, Ahmad Zaidi Adruce Mumtaz Ali, Memon H Social Sciences (General) The annual Rainforest World Music Festival in Sarawak, Malaysia is a much celebrated tourism event and has global awareness as a festival of world music. Notwithstanding the popularity of the festival, there has been no study of visitor intentions. Drawing upon the theory of planned behavior, this study aims to determine the effect of attitude, subjective norm, perceived behavioral control, and past experience on behavioral intentions to attend the festival from the local visitor perspective. A questionnaire-based survey was administered using purposive sampling and ultimately 241 respondents participated. Multiple regressions analysis and t test were used to perform tests of relationship and difference. The findings show that although all the factors that are of interest have positive effects on intentions to visit the Festival, local visitors who have and have not attended previously exhibit very different behaviors. The study provides insights for the benefit of festival organizers and relevant stakeholders within the wider context of music festivals. Cognizant Communication Corporation 2017 Article PeerReviewed text en http://ir.unimas.my/17226/1/Intention%20to%20attend%20the%20rainforest%20world%20music%20festival%20%28abstract%29.pdf Hiram, Ting and Mary Wan, Mering and Shahren, Ahmad Zaidi Adruce and Mumtaz Ali, Memon (2017) Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives. Tourism Culture & Communication, 17 (2). pp. 119-129. ISSN 1098-304X http://www.ingentaconnect.com/contentone/cog/tcc/2017/00000017/00000002/art00004#expand/collapse DOI: https://doi.org/10.3727/109830417X14966810027562
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Malaysia Sarawak
building	UNIMAS Institutional Repository
collection	Online Access
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Hiram, Ting Mary Wan, Mering Shahren, Ahmad Zaidi Adruce Mumtaz Ali, Memon Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
description	The annual Rainforest World Music Festival in Sarawak, Malaysia is a much celebrated tourism event and has global awareness as a festival of world music. Notwithstanding the popularity of the festival, there has been no study of visitor intentions. Drawing upon the theory of planned behavior, this study aims to determine the effect of attitude, subjective norm, perceived behavioral control, and past experience on behavioral intentions to attend the festival from the local visitor perspective. A questionnaire-based survey was administered using purposive sampling and ultimately 241 respondents participated. Multiple regressions analysis and t test were used to perform tests of relationship and difference. The findings show that although all the factors that are of interest have positive effects on intentions to visit the Festival, local visitors who have and have not attended previously exhibit very different behaviors. The study provides insights for the benefit of festival organizers and relevant stakeholders within the wider context of music festivals.
format	Article
author	Hiram, Ting Mary Wan, Mering Shahren, Ahmad Zaidi Adruce Mumtaz Ali, Memon
author_facet	Hiram, Ting Mary Wan, Mering Shahren, Ahmad Zaidi Adruce Mumtaz Ali, Memon
author_sort	Hiram, Ting
title	Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
title_short	Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
title_full	Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
title_fullStr	Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
title_full_unstemmed	Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives
title_sort	intention to attend the rainforest world music festival: local visitor perspectives
publisher	Cognizant Communication Corporation
publishDate	2017
url	http://ir.unimas.my/17226/ http://ir.unimas.my/17226/ http://ir.unimas.my/17226/ http://ir.unimas.my/17226/1/Intention%20to%20attend%20the%20rainforest%20world%20music%20festival%20%28abstract%29.pdf
first_indexed	2018-09-06T16:34:55Z
last_indexed	2018-09-06T16:34:55Z
_version_	1610876658004262912

Intention to Attend the Rainforest World Music Festival: Local Visitor Perspectives

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