Investigating tourist's behavioral intentions using stimulus-organism response theory
Heritage tourism becoming popular in the recent years. The number of tourists to the cultural heritage sites having a drastic increase. This has brought many positive impacts to tourism industry. Nevertheless, the motives of tourists visiting the cultural heritage sites were varied. Hence, this stud...
| Main Authors: | , , , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/3461/ http://eprints.utar.edu.my/3461/1/fyp_PR_2019_KWX.pdf |
| _version_ | 1848885907902431232 |
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| author | Ku, Wen Xin Lim, Siew Sin Look, Kah Sin Tan, Woei Hern |
| author_facet | Ku, Wen Xin Lim, Siew Sin Look, Kah Sin Tan, Woei Hern |
| author_sort | Ku, Wen Xin |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | Heritage tourism becoming popular in the recent years. The number of tourists to the cultural heritage sites having a drastic increase. This has brought many positive impacts to tourism industry. Nevertheless, the motives of tourists visiting the cultural heritage sites were varied. Hence, this study investigates the stimuli lure the tourists to visit such sites. Past studies using Stimulus-Organism-Response Model is limited in tourism context. To address the gap in the literature, the study guided by Stimulus-Organism-Response (S-O-R) model to discover tourists’ attitude, interpretation and experience as “Stimulus”, emotions as “Organism” and behavioural intentions as “Response”. The objective of this study is to examine the level of tourists’ attitude towards World Heritage Sites and to investigate the relationship among the proposed constructs in the S-O-R model. The data of this research was collected from 250 domestic and foreign tourists visiting Georgetown, Penang which is one of the World Heritage sites recognized by United Nations Educational, Scientific and Cultural Organization (UNESCO). The result revealed nearly half of the respondents have moderate and positive attitude towards UNESCO World Heritage Brand. In addition, the relationship between tourists’ attitude, interpretation and experience and emotions are theorized as positive and significant. The result demonstrated experience has the highest impact on tourists’ emotions compared to another two stimuli. The final result has proven that stimulus variables had significantly associated with emotional responses and led to favourable behavioural intentions among tourists. Applying the S-O-R model was able to enrich the application of the model in diverse settings. |
| first_indexed | 2025-11-15T19:30:04Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-3461 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:30:04Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-34612019-08-01T15:34:59Z Investigating tourist's behavioral intentions using stimulus-organism response theory Ku, Wen Xin Lim, Siew Sin Look, Kah Sin Tan, Woei Hern HM Sociology Heritage tourism becoming popular in the recent years. The number of tourists to the cultural heritage sites having a drastic increase. This has brought many positive impacts to tourism industry. Nevertheless, the motives of tourists visiting the cultural heritage sites were varied. Hence, this study investigates the stimuli lure the tourists to visit such sites. Past studies using Stimulus-Organism-Response Model is limited in tourism context. To address the gap in the literature, the study guided by Stimulus-Organism-Response (S-O-R) model to discover tourists’ attitude, interpretation and experience as “Stimulus”, emotions as “Organism” and behavioural intentions as “Response”. The objective of this study is to examine the level of tourists’ attitude towards World Heritage Sites and to investigate the relationship among the proposed constructs in the S-O-R model. The data of this research was collected from 250 domestic and foreign tourists visiting Georgetown, Penang which is one of the World Heritage sites recognized by United Nations Educational, Scientific and Cultural Organization (UNESCO). The result revealed nearly half of the respondents have moderate and positive attitude towards UNESCO World Heritage Brand. In addition, the relationship between tourists’ attitude, interpretation and experience and emotions are theorized as positive and significant. The result demonstrated experience has the highest impact on tourists’ emotions compared to another two stimuli. The final result has proven that stimulus variables had significantly associated with emotional responses and led to favourable behavioural intentions among tourists. Applying the S-O-R model was able to enrich the application of the model in diverse settings. 2019-04-09 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/3461/1/fyp_PR_2019_KWX.pdf Ku, Wen Xin and Lim, Siew Sin and Look, Kah Sin and Tan, Woei Hern (2019) Investigating tourist's behavioral intentions using stimulus-organism response theory. Final Year Project, UTAR. http://eprints.utar.edu.my/3461/ |
| spellingShingle | HM Sociology Ku, Wen Xin Lim, Siew Sin Look, Kah Sin Tan, Woei Hern Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title | Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title_full | Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title_fullStr | Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title_full_unstemmed | Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title_short | Investigating tourist's behavioral intentions using stimulus-organism response theory |
| title_sort | investigating tourist's behavioral intentions using stimulus-organism response theory |
| topic | HM Sociology |
| url | http://eprints.utar.edu.my/3461/ http://eprints.utar.edu.my/3461/1/fyp_PR_2019_KWX.pdf |