Author/Authors :
Er, A.C. Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Ahmad, Habibah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Idris, Nurul Farahana Mohamed Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Jusoh, Hamzah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Ramli, Zaimah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Sum, Sarmila Md Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Buang, Amriah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Abdul Jalil, Nadiah Hanani Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Sahazali, Nurain Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia
Abstract :
This study examines the factors that influence the tourists’ satisfaction on heritage tourism in Malacca. Factor analysis was performed on 49 variables to identify and categorize items subfactors of the overall travel and security, destination image, cleanliness, facilities support, product diversification and infrastructure. The Value Kaiser-Meyer-Olkin Measure (KMO) was at 0.784, resulting a strong factor of satisfacton on heritage tourism. Factor analysis was then used to identify correlations between factors. Results demonstate that factors with have a highcorrelation were placed in the same category according to priority. Six of these factors indicate the high cumulative variance of 55.77% and a large eigenvalue of more than 1.0. Cronbach s Alpha was also high at α 0.6 and 0.000 significant. The higher the value eigenvalue then placed within a factor of 1, the next factor of 2, 3 factors, factor 4, factor 5 and 6 factors.
Keywords :
factor analysis , heritage tourism , Malacca , Overall Tourist Satisfaction Index , tourism image , tourist satisfaction
