Uses and Gratification Theory : A Study on Annah Rais Homestays

Guri, Catohrinner Joyce (2018) Uses and Gratification Theory : A Study on Annah Rais Homestays. Masters thesis, Universiti Malaysia Sarawak (UNIMAS).

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Abstract

Tourism in Sarawak has steadily increased especially in terms of ethnic tourism. This is because ethnic tourism has its own charm and uniqueness such as cultural events, arts and environment. Besides that, other than these factors, it is believed that ethnic tourism increased because of internet accessibility as communication medium. Going forward, the researcher saw this as an opportunity to leverage Annah Rais Homestay in Padawan, Kuching by studying their websites. This study is done by using quantitative method by applying Uses and Gratification Theory on visitors’ satisfaction quality before (perceived) and after (actual) visiting the homestay. A total of 100 questionnaires were distributed to the visitors. This is line with the research objective to study the Uses and Gratification by visitors before and after visiting the homestays, when they are looking for information in the respective homestay’s website. It is also used to evaluate their level of satisfaction before and after visiting the premises. Data showed that Uses and Gratification are high after visiting the homestays compared to before visiting the premises and this can be seen through the two hypotheses. Research implications stated that research before or perceived in Uses and Gratification Theory should be explored, website is one of media tools that can be study and behaviour is linked to media uses effect and this research can be used in exploring tourism sectors.

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