MODELLING INTENTION TO VISIT WORLD MONUMENT FUNDED SITE

Year 2018, Volume: 10 Issue: 2, 24 - 36, 31.12.2018

Tuan Mastiniwati Tuan Mansor Abdul Hafaz Ngah

Abstract

World Monument Fund (WMF) spent USD 50,000 I preserving historical value in
Kampung Cina Kuala Terengganu Malaysia, and this site has been put on the
WMF watch list in 1998,2000, and 2002. To support the effort initiated by the
WMF, local government and local community has taken various efforts to ensure
that the Kampung Cina will become a major tourist attraction in Terengganu and
Malaysia itself. With advancement in a networking technology and new style of
marketing with electrical tools, this study will try to understand the influence of
electronic word of mouth (eWOM) and the variables representing the theory of
reason action, towards the intention to visit this WMF site. Many studies has been
conducted on the effect of eWOM on the intention to visit, but mostly on the
world heritage site. A quantitative approach using self-administered questionnaire
was applied. Within March and April 2017, questionnaire were distributed among
155 international tourist at this site. Only 123 can be used for testing the model.
The result shows that attitude and subjective norm have a positive relationship
with the intention to adopt. Meanwhile, the hypothesis for eWOM was not
supported. This findings is valuable to the government and also to the tourism
community for them to create a better marketing strategy for this site.

Keywords

Theory of Reason Action1, Electronic Word of Mouth2, Intention to Visit3

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