Exploring the differences between domestic and foreign cultural tourist behaviour visiting Malacca

Ding, Kay Lee (2009) Exploring the differences between domestic and foreign cultural tourist behaviour visiting Malacca. Masters thesis, University of Malaya.

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In 2008, Malacca was awarded as one of World Heritage Site by UNESCO. With this award, it enables Malacca to use the award as leverage to boost its cultural tourism industry. Although Malacca is an important heritage site in Malaysia, but there is no much research being done to study the tourist’s behaviour in Malacca. The main objective of this research project is to conduct an exploratory study on the differences between local and foreign tourist’s behaviour in Malacca. Through this research project, the underlying tourist’s behaviours such as motivation, destination choice, consumption behaviour, and sources of information would be studied and analysed. This study was conducted at the Old Fort A’-Famosa with 300 respondents comprise of 150 local and 150 foreign tourists respectively. From the study findings, it acknowledged that there are no major differences between local and foreign tourists in term of motivation dimension. Both local and foreign tourists stated that relaxation and exploring as their main motivation to visit Malacca. For destination choice dimension, foreign tourists considered visiting heritage site as a necessity compared to local tourists. In consumption behaviour dimension, there are major differences between local and foreign tourist’s behaviours. Foreign tourist’s expenditure is much larger compared to local tourist’s expenditure. One of the reasons is most of local tourists prefer to spend one day to visit Malacca. Meanwhile, most of the foreign tourists will stay more than two nights in Malacca. Finally, the most vital source of information for the potential tourists is words of mouths from the previous tourists to Malacca. At the end of chapter five, a 4 Ps marketing mix is proposed to help the relevant stakeholders to enhance the cultural tourism industry in Malacca. Based on this finding on local and foreign tourist’s behaviour, government agency, local authority and tour operators can work simultaneously to develop and propel the cultural tourism in Malacca to the international stage.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Cultural tourism, Destination choice, Consumption behaviour, Malacca, Tourism industry, Tourist’s behaviour, Foreign tourist, Local tourist
Subjects: H Social Sciences > H Social Sciences (General)
Date Deposited: 23 Jul 2013 01:02
Last Modified: 23 Jul 2013 01:02
URI: http://repository.um.edu.my/id/eprint/850

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