TOURISTS'S INTENTION TO REVISIT SARAWAK USING THE EXTENDED THEORY OF PLANNED BEHAVIOUR: THE PERSPECTIVE OF NON-SARAWAKIAN MALAYSIANS

Michelle, Tan Xiang Ni (2017) TOURISTS'S INTENTION TO REVISIT SARAWAK USING THE EXTENDED THEORY OF PLANNED BEHAVIOUR: THE PERSPECTIVE OF NON-SARAWAKIAN MALAYSIANS. [Final Year Project Report] (Unpublished)

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Abstract

Tourism is widely recognised for its significance to one country's economy. Sarawak is one of the example that highly emphasize on its tourism sector, where it receives a lot of visitors domestically and internationally, with higher proportion on the former alone. Therefore, this research is conducted to determine the non-Sarawakian' Malaysians' intention to revisit Sarawak. Theory of Planned Behaviour (TPB) is used as the theoretical framework in this research to study visitors' Attitude, Subjective Nonn, and Perceived Behavioural Control towards revisiting Sarawak. Combining these three elements ofTPB with one extension of the theory -Destination Attribute, they form the four independent variables. The reason behind is that although there are many past studies using TPB to study revisit intention, not many of them extend it using Destination Attribute, and it happens to be one essential variable representing Sarawak, especially in terms of Culture, Adventure, Nature, Festivals and events, and Local food. Moreover. Past experience is used as a moderator here, to tlnd out its effect on the relationship between the independent and dependent variable (Intention to revisit Sarawak). Partial Least Square (PLS) approach is used to analyse 338 responses collected through online questionnaires. Analysis of the result shows that Attitude, Perceived Behavioural Control, and Destination Attribute are significant towards intention to revisit Sarawak, whilst the other are not. Meanwhile, only Subjective NOlll1 and Perceived Behavioural are affected by the moderator. In conclusion, Sarawak Tourism Board (STB) could refer to these important variables and work to enhance it.

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