Effects of memorable tourism experiences as mediators on visits to Mulu National Park Sarawak, Malaysia
Tourism experience at a destination is a powerful driver of future behaviour because it determines satisfaction and memorable experience. Studies have shown that satisfying tourism experience alone is not sufficient for tourist to remain loyal to a destination as statistics on Mulu National Pa...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/67187/1/IPTPH%202016%204%20IR.pdf |
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| Summary: | Tourism experience at a destination is a powerful driver of future behaviour because
it determines satisfaction and memorable experience. Studies have shown that
satisfying tourism experience alone is not sufficient for tourist to remain loyal to a
destination as statistics on Mulu National Park shown they switched to alternative
parks. Furthermore, previous research conducted in Mulu National Park, were done
on satisfaction but not on experience. This study had identified factors of Memorable
Tourism Experience (MTE) which is unique to Mulu National Park, Sarawak. The
study further examines the impact of perceived quality, destination attributes on tourist
memorable tourism experiences and their revisit intentions. A total of 349
questionnaires were collected with convenience sampling and used in the analysis.
AMOS 21 was utilized to examine the psychometric properties of the model via
confirmatory factor analysis (CFA) and test the hypothesized theoretical relationships
of the model through structural equation modeling (SEM). The result indicates
perceived quality significantly impact tourists memorable tourism experiences but not
on their intentions to revisit. However, results for destination attributes significantly
impact both tourists’ memorable tourism experiences and their intentions to revisit
and recommend Mulu National Park. Therefore it can be concluded that memorable
tourism experiences are mediator linking the relationship between both destination
attributes and intentions to revisit and between perceived quality and revisit intentions.
Hence, nature-based tourism marketers should design, manage and stage the
experiential offering to enhance park tourists’ experiences. Moreover, the national
park itself offers experiences that are unique and memorable that is observed to be the
most significant dimensions of tourists experience. Park destination management
should also focus on the additional facilities and services and ensure that the provision
of learning and educational opportunities at the site so that the motivation experiences
of nature-based tourists is fulfilled. |
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