Examining the Push-Pull Motivations and Revisit Intention to Langkawi Island as Cultural Heritage Destination

DOI

10.2991/aebmr.k.211223.020How to use a DOI?

Keywords

Cultural Heritage; Push Motivation; Pull Motivation; Revisit Intention

Abstract

Langkawi Island is one of the popular tourism destinations in Malaysia that presents a diverse range of activities and offerings. In fact, this area has valued the cultural heritage experience and authentically symbolizes the stories and people of the past and present, which include historical, cultural and other heritage attractions. In planning to visit a destination, there are always push and pull motivations which have influenced the tourists’ choices. Looking at various integrated factors, this paper aimed to understand travel motivations of tourists and to examine on how push-pull motivations on the intention to revisit Langkawi Island. Besides, it also to investigate the significant relationship and direct affects between both motivation attributions and the intention behaviour. Data was collected from 150 respondents who had visited Langkawi Island. This study discovered a few key determinants on push and pull that motivated the tourists revisit behaviours in cultural heritage attraction. In terms of relationship, the push and pull motivations have positive influence and direct affect towards the tourist’s revisit intention. Implications were discussed concerning Langkawi Island as cultural heritage attraction that needs to be highlighted in terms of enhancement and plan from various stakeholders’ perspectives. This study has significantly provided practical indication on the essential roles of push and pull motivations. Besides, it can also help as a general idea to propose constructive recommendations to the relevant stakeholders in developing tourism strategies and plans, predominantly in cultural and heritage tourism settings. Later, it can enhance the level of participation of tourists and encourage them in returning to the area.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Nor Asmalina Mohd Anuar
AU  - Khairul Mohd Azemi
AU  - Nurul Fadhlina Mohammad Husni
AU  - Muhammad Firdaus Asraf Khalit
AU  - Muhammad Amirul Izham Mohd Nawawi
PY  - 2021
DA  - 2021/12/24
TI  - Examining the Push-Pull Motivations and Revisit Intention to Langkawi Island as Cultural Heritage Destination
BT  - Proceedings of the Palembang Tourism Forum 2021 (PTF 2021)
PB  - Atlantis Press
SP  - 146
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211223.020
DO  - 10.2991/aebmr.k.211223.020
ID  - Anuar2021
ER  -