Proceedings of World Business and Social Science Research Conference
25-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Heritage Destination Revisitation: Malaysian Perspective
Sujana Adapa* and Tommi Laukkanen
This research papers sets out to explore the heritage destination
revisitation intentions of the Malaysian consumers. Although destination
visitation research attracted significant attention over the past two decades,
heritage sites are not the preferred destinations of choice. Therefore the
present research intends to fill this identified gap in the existing literature by
way of testing the relationship between the constructs customer
satisfaction and customer revisitation intention through the frequency of
Malaysian consumers visits. Data was obtained from 214 self-administered
questionnaires through a cross-sectional survey conducted at the
prominent tourist and heritage sites in Kuala Lumpur, Malaysia.
Confirmatory factor analysis was used to validate customer satisfaction
and customer revisitation constructs. Thereafter, structural model was built
with the overall sample and finally the moderation effect of gender was
tested using multigroup moderation analysis with pairwise tests of path
coefficients. The results suggest that while for males frequency of visits
has a highly significant positive effect on revisitation intention, the effect for
females is highly significant alike, but negative.
Keywords: Heritage destinations, Customer satisfaction, Customer revisitation,
Frequency of visits, Gender, Moderation role, Malaysia
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*Dr. Sujana Adapa, UNE Business School, University of New England, Australia,
Email: sadapa2@une.edu.au
Tommi Laukkanen, Professor of Marketing, University of Eastern Finland, Finland.