Heritage Destination Revisitation: Malaysian Perspective

Abstract

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.