Abdullah, Nur Farhani and Mohd ZakI, Farizul Zakwan
(2025)
Cultural Heritage Tourism in Kelantan: Youth Motivations and Revisit Intention.
Journal of Contemporary Tourism and Hospitality Research, 1 (1).
pp. 250-267.
E-ISSN 3122-6744
Abstract
This study explores the influence of motivational factors on youths’ revisit intentions to cultural heritage destinations in Kelantan, Malaysia. Drawing on the push–pull framework, push motivations examined include rest and relaxation and knowledge seeking, while pull motivations focus on heritage characteristics and site accessibility. A quantitative research design was employed, with data collected through an online questionnairesurveytargetingMalaysianyouthsaged15to24years.Fromatotalof198 responses, 159 were retained for analysis. Data were analyzed using IBM SPSS through reliability testing, descriptive statistics, and Pearson correlation analysis. The findings demonstratethatbothpushandpullmotivationssignificantlyaffectrevisitintention.Rest andrelaxationandknowledgeseekingwereidentifiedassalientinternaldrivers,whereas heritage characteristics and accessibility were recognized as critical external attributes attractingyouthstorevisitculturalsites.Theseresultsunderscorethedualroleofintrinsic andextrinsicfactorsinshapingyouthtravelbehaviorwithintheculturalheritagetourism context. This study contributes to the literature on youth tourism by providing empirical evidence on motivational influences in a Malaysian cultural heritage setting. The insights generated are valuable for destination managers and policymakers in formulating targeted strategies to enhance the attractiveness and sustainability of cultural heritage tourism in Kelantan. Addressing both psychological and site-related factors may strengthendestinationcompetitivenessandfosterlong-termengagement among young travelers.
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