The relations within `push' and `pull' motivation factors of millennial generation tourists to visit heritage attractions in Johor

Abstract

The aim of this study is to explore factors that motivate and influence the journey of millennial tourists to visit heritage attractions in Johor. This study targeting millennial generations as they can be considered the drivers of new consumer demographics (Saavedra, 2015) and the latest generation in the tourism market, which is now an active tourist where they begin to build travel options, show trends, motivations, and influence one’s opinions and behaviours. The methodology was developed based on three objectives; a) to identify types of heritage attractions that appeals Millennial generation tourists and influence their tourism heritage choices, b) to assess the motivational tourism factors that have driven the Millennial generation to travel to specific heritage attractions and c) to examine the correlations within `push' and `pull’ motivation factors of millennial generation tourists to visit heritage attractions. Quantitative approaches are used in this study in order to develop non-experimental research designs to determine motivational factors that influence millennial’s visiting choices towards heritage attractions in Johor. 207 questionnaires have been collected throughout this study. The result shows that museum, battlefields, national parks, festivals, ethnic restaurants, living history demonstration, archaeological sites, historical neighbourhoods, historic countries and historical buildings have been the most popular heritage tourism sites visited by the millennials. Besides that, it is seen that they would like to experience new and different lifestyles. Millennials love to experience new and different lifestyles or traditions. Secondly the motivation to explore cultural heritage resources also insist the millennials to visit heritage places. Besides, the millennials are seen to love sightsee cultural heritage sites. Moreover, festivals and events organized in cultural heritage areas seems the best motivational factor that push them to visit heritage area. This is followed by standard of hygiene and cleanliness of the place. Safe destination and personal safety at cultural heritage sites at the mean of 4.23 also have been one of the well-know push factor for this group. There is a significant relationship between push and pull factor in this study. This study may be useful and applicable to redevelop heritage tourism in Johor and at the same time encourage tourists to travel to the heritage attraction and it is hope the benefits of heritage tourism would especially support several historic sites around Johor and the results of this study might be beneficial for each agency that is responsible for Johor’s heritage attractions.