An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing
The marketing of heritage coincides with the emergence of marketing as an academic discipline in the 1950s. This research seeks to determine domestic and international tourists' expectations and perceptions of the heritage site of Melaka in Malaysia by measuring their satisfaction level using e...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Penerbit Universiti Kebangsaan Malaysia
2011
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| Online Access: | http://journalarticle.ukm.my/3491/ http://journalarticle.ukm.my/3491/1/jp33-07-lock.pdf |
| _version_ | 1848810206934335488 |
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| author | Norzalita Abd Aziz, Ahmad Azmi.M Ariffin, Nor Asiah Omar, Siow, Kim Yoon |
| author_facet | Norzalita Abd Aziz, Ahmad Azmi.M Ariffin, Nor Asiah Omar, Siow, Kim Yoon |
| author_sort | Norzalita Abd Aziz, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | The marketing of heritage coincides with the emergence of marketing as an academic discipline in the 1950s. This research seeks to determine domestic and international tourists' expectations and perceptions of the heritage site of Melaka in Malaysia by measuring their satisfaction level using eight travel attributes. This study examines the overall satisfaction among international and domestic tourists who visited Melaka using a conceptual model that combines the concepts of the Expectancy Disconfirmation Paradigm and Service Quality framework. A sample of 322 respondents was surveyed with a structured questionnaire. A series of analyses were performed on both domestic and international tourists groups. It is important to understand that the R-square value obtained in the perception-only or perceived performance model is higher compared to Expectancy Disconfirmation Paradigm approach in determining tourists' satisfaction. By using the perceptions-only model for predicting overall satisfaction, the results showed that there are two factors namely 'Attractions' and 'Climate & Image' that appealed to international and domestic tourists. Theoretical, managerial and marketing implications of tourists' satisfaction in visiting heritage sites are discussed. |
| first_indexed | 2025-11-14T23:26:50Z |
| format | Article |
| id | oai:generic.eprints.org:3491 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:26:50Z |
| publishDate | 2011 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:34912012-02-25T03:20:19Z http://journalarticle.ukm.my/3491/ An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing Norzalita Abd Aziz, Ahmad Azmi.M Ariffin, Nor Asiah Omar, Siow, Kim Yoon The marketing of heritage coincides with the emergence of marketing as an academic discipline in the 1950s. This research seeks to determine domestic and international tourists' expectations and perceptions of the heritage site of Melaka in Malaysia by measuring their satisfaction level using eight travel attributes. This study examines the overall satisfaction among international and domestic tourists who visited Melaka using a conceptual model that combines the concepts of the Expectancy Disconfirmation Paradigm and Service Quality framework. A sample of 322 respondents was surveyed with a structured questionnaire. A series of analyses were performed on both domestic and international tourists groups. It is important to understand that the R-square value obtained in the perception-only or perceived performance model is higher compared to Expectancy Disconfirmation Paradigm approach in determining tourists' satisfaction. By using the perceptions-only model for predicting overall satisfaction, the results showed that there are two factors namely 'Attractions' and 'Climate & Image' that appealed to international and domestic tourists. Theoretical, managerial and marketing implications of tourists' satisfaction in visiting heritage sites are discussed. Penerbit Universiti Kebangsaan Malaysia 2011-12 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/3491/1/jp33-07-lock.pdf Norzalita Abd Aziz, and Ahmad Azmi.M Ariffin, and Nor Asiah Omar, and Siow, Kim Yoon (2011) An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing. Jurnal Pengurusan, 33 . pp. 61-76. ISSN 0127-2713 http://pkukmweb.ukm.my/penerbit/jurus.htm |
| spellingShingle | Norzalita Abd Aziz, Ahmad Azmi.M Ariffin, Nor Asiah Omar, Siow, Kim Yoon An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title | An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title_full | An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title_fullStr | An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title_full_unstemmed | An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title_short | An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| title_sort | investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing |
| url | http://journalarticle.ukm.my/3491/ http://journalarticle.ukm.my/3491/ http://journalarticle.ukm.my/3491/1/jp33-07-lock.pdf |