Peranan ciri-ciri destinasi dan kepuasan pelancong kepada lawatan ulangan ke Melaka

Abstract

Tourism industry is one of the most prominent and largest industries nowadays. In the global tourism market that is vastly expanding and getting more competitive with the break through and the presence of new tourism destinations, the mature destinations gain more popularity through repeated visits. This is clearly depicted by Malacca, a historical tourism destination that takes pride in being the initiator of Malaysia’s historical and cultural legacy. Malacca’s reputation as the centre of trading empire during circa 1300 to 1500 is made possible by its strategic location along the Strait of Malacca. This study aims to find out the destination attributes that become the catalyst for repeating visits to Malacca. On the other hand, this study’s objective is to analyze the correlation between the tourists’ satisfaction and the destination attributes that encourage the repeating visit, and also the correlation between the destination attributes and tourists repeating visits to Malacca. The study sample is 358 domestic tourists that have visited Malacca at least once and the instrument used in the study takes the form of survey. The data was analyzed by using ‘Statistical Package for Social Science version 20.0’ software by obtaining the percentage value and the total mean score. The findings of this study could conclude that historical attraction is the attribute that gets the highest mean score which is 4.37. In addition to that, the correlation between the tourists’ satisfaction with the destination attributes which are recreational tourism attraction, cleanliness and spending (RM) during their stay in Malacca show a strong connection. On the other hand, destination attributes such as historical tourism attraction, food diversity, accessibility, accommodation, road signage, quality of frontline workers, infrastructure, safety, food price and the intimacy of Malacca’s people portray an intermediate correlation. Next, the correlation between destination attribute (ranking) with repeating visit to Malacca shows an insignificant value.