Author/Authors :
Noor, Harifah Mohd Universiti Malaysia Sabah - Fakulti Kemanusiaan, Seni dan Warisan - Unit Penyelidikan Etnografi dan Pembangunan, Malaysia , Zainol, Rosmiza Mohd Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan, Pusat Pengajian Sosial Pembangunan dan Persekitaran, Malaysia , Ling, New Gaik Universiti Sains Malaysia - Pusat Pengajian Ilmu Kemanusiaan, Malaysia , Mapjabil, Jabil Universiti Malaysia Sabah - Fakulti Kemanusiaan, Seni dan Warisan - Unit Penyelidikan Etnografi dan Pembangunan, Malaysia , Ismail, Ruzila Universiti Malaysia Sabah - Fakulti Kemanusiaan, Seni dan Warisan - Unit Penyelidikan Etnografi dan Pembangunan, Malaysia , Ab Rahman, Badariah Universiti Malaysia Sabah - Fakulti Kemanusiaan, Seni dan Warisan - Unit Penyelidikan Etnografi dan Pembangunan, Malaysia , Kumalah, Mohd Jirey Universiti Malaysia Sabah - Fakulti Kemanusiaan, Seni dan Warisan - Unit Penyelidikan Etnografi dan Pembangunan, Malaysia
Abstract :
Needless to saya, repeat visits are critical indicators in tourism marketing, planning and development. This study examined the cultural and non-cultural factors influencing repeat visits of foreign tourists to Penang. This questionnaire field study employed stratified sampling of 112 foreign Chinese and non-Chinese tourists who visited Penang. The results showed that elements of culture, arts and heritage were key drivers influencing the 84% respondents to repeat their visits to Penang. Cultural factors included friendly people, diversity of food, heritage sites and spectacle events and celebrations. Meanwhile, accommodation facility was the non-cultural factor that most influenced the decisions of respondents (67%) to visit the state. Both groups of international tourists depicted different characteristics and required different strategies to further stimulate their interest to make repeat visits. By virtue of this identifiation, it is hoped that this research has contributed to the end of increasing the number of repeat visits of international tourists to Penang.
Keywords :
cultural factors , foreign tourists , heritage sites , non , cultural factors , Penang , repeat visits
