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Evaluating Culture as the Key Determinant of Tourist Arrivals in East Coast Malaysia

Author

Listed:
  • Hazrin Izwan Che Haron@Shafiee

    (Faculty of Business and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

  • Mohd Sadad Mahmud

    (Faculty of Business and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

  • Hamdy Abdullah

    (Faculty of Business and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

  • Sheikh Ahmad Faiz Sheikh Ahmad Tajuddin

    (Faculty of Business and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

Abstract

This study investigates the role of cultural factors in attracting tourists to East Coast Malaysia, examining how culture, alongside facilities, infrastructure, strategies, and policies, influences tourist arrivals. Using a quantitative approach, data were collected from 386 tourists staying at 3-star and above hotels in Terengganu, Pahang, and Kelantan through a stratified random sampling technique. The survey, conducted in Malay and English, covered socio-demographics, tourist expectations, facilities, infrastructure, strategies, local culture, and policies. Data analysis via SPSS and AMOS revealed that culture is the most significant determinant of tourist arrivals (ß=0.282), with cultural events and festivals enhancing tourism appeal and community identity. Facilities, infrastructure, policies, and strategies followed in significance. While perceptions of these factors were consistent across local and international tourists, cultural factors were rated significantly higher, highlighting their critical role in tourism. The study emphasizes preserving and promoting cultural heritage as a means to boost tourism, suggesting community involvement and effective marketing strategies to sustain growth. Despite its focus on East Coast Malaysia, which may limit generalizability, this research provides valuable insights into leveraging cultural heritage to enhance tourism appeal and competitiveness.

Suggested Citation

  • Hazrin Izwan Che Haron@Shafiee & Mohd Sadad Mahmud & Hamdy Abdullah & Sheikh Ahmad Faiz Sheikh Ahmad Tajuddin, 2024. "Evaluating Culture as the Key Determinant of Tourist Arrivals in East Coast Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 2332-2343, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:2332-2343
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    References listed on IDEAS

    as
    1. Bang Nguyen Viet & Huu Phuc Dang & Ho Hai Nguyen, 2020. "Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1796249-179, January.
    2. Muyan Tang & Hongzhang Xu, 2023. "Cultural Integration and Rural Tourism Development: A Scoping Literature Review," Tourism and Hospitality, MDPI, vol. 4(1), pages 1-16, February.
    3. Sakshi & Shashi & Roberto Cerchione & Harbhajan Bansal, 2020. "Measuring the impact of sustainability policy and practices in tourism and hospitality industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1109-1126, March.
    4. Mohajan, Haradhan, 2020. "Quantitative Research: A Successful Investigation in Natural and Social Sciences," MPRA Paper 105149, University Library of Munich, Germany, revised 15 Nov 2020.
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