Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin

Malaysia received two endangered giant pandas as a diplomatic gift from the government of China as to mark 40 years of strong diplomatic ties between the two countries. Hence, the Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia's commitment towards China�...

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Main Author:	Mazaruddin, Norsuhana
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Travel and the state Tourism
Online Access:	https://ir.uitm.edu.my/id/eprint/84284/1/84284.pdf
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id	my-uitm-ir.84284
record_format	uketd_dc
spelling	my-uitm-ir.842842024-11-15T01:46:35Z Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin 2019 Mazaruddin, Norsuhana Travel and the state. Tourism Malaysia received two endangered giant pandas as a diplomatic gift from the government of China as to mark 40 years of strong diplomatic ties between the two countries. Hence, the Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia's commitment towards China's governmental efforts in increasing the number of the endangered species worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism attraction (PT). The attraction has pulled many local and international visitors different countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues and future of PT initiative remains under-explored. The present study attempts to understand the PT concept by measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect Visitors' Behavioural Intention to visit other PTs throughout the world. In addition, the study measured the mediation effect of destination image towards the relationship of consumption values and Visitors' Behavioural Intention. The findings of this study will be an early attempt to better understand the rationale, benefits, and potentials of Panda Tourism as a niche tourism concept in Malaysia. The study employed a survey questionnaire to gather quantitative data. Data were analysed using SmartPLS3 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards Visitors' Behavioural Intention to visit Panda Tourism attractions. Furthermore, functional value proved to have significant direct as well as indirect influence on the Visitors' Behavioural Intention. 2019 Thesis https://ir.uitm.edu.my/id/eprint/84284/ https://ir.uitm.edu.my/id/eprint/84284/1/84284.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Hotel and Tourism Management Anuar, Faiz Izwan
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Anuar, Faiz Izwan
topic	Travel and the state Tourism
spellingShingle	Travel and the state Tourism Mazaruddin, Norsuhana Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
description	Malaysia received two endangered giant pandas as a diplomatic gift from the government of China as to mark 40 years of strong diplomatic ties between the two countries. Hence, the Giant Panda Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia's commitment towards China's governmental efforts in increasing the number of the endangered species worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism attraction (PT). The attraction has pulled many local and international visitors different countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues and future of PT initiative remains under-explored. The present study attempts to understand the PT concept by measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect Visitors' Behavioural Intention to visit other PTs throughout the world. In addition, the study measured the mediation effect of destination image towards the relationship of consumption values and Visitors' Behavioural Intention. The findings of this study will be an early attempt to better understand the rationale, benefits, and potentials of Panda Tourism as a niche tourism concept in Malaysia. The study employed a survey questionnaire to gather quantitative data. Data were analysed using SmartPLS3 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards Visitors' Behavioural Intention to visit Panda Tourism attractions. Furthermore, functional value proved to have significant direct as well as indirect influence on the Visitors' Behavioural Intention.
format	Thesis
qualification_level	Master's degree
author	Mazaruddin, Norsuhana
author_facet	Mazaruddin, Norsuhana
author_sort	Mazaruddin, Norsuhana
title	Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
title_short	Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
title_full	Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
title_fullStr	Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
title_full_unstemmed	Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin
title_sort	panda tourism in malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / norsuhana mazaruddin
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Hotel and Tourism Management
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/84284/1/84284.pdf
_version_	1818587939194535936

Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin

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