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

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.