CULTURE, CARRYING CAPACITY AND PERCEIVED VALUE ON TOURISTS’ SATISFACTION AND REVISIT INTENTION

• Main Authors: Jun Zhou, Thong, May Chiun, Lo, Abang Azlan, Mohamad, Jason, Lim
• Format: Proceeding
• Language: English
• Published: 2019
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/36243/1/article_1023_11152_pdf_100.pdf; http://ir.unimas.my/id/eprint/36243/; https://doi.org/10.15405/epsbs.2020.10.49

In the current digitalized and emerged world, tourists are looking forward to opportunities to reconnect with the mother nature. In fact, cultural-centred tourism destinations are topping the preference of the tourists who are constantly looking forward to ethnic-cultured experiences. In the growing market of tourism, carrying capacity and perceived value are critical in contributing to the satisfaction of tourists as well as their intention to revisit to the tourism destination. Hence, the present study investigates the role of culture, carrying capacity, and perceived value in enhancing tourists’ satisfaction and intention to revisit at the cultural destination context. A total of 100 respondents including both domestic and international tourists who visited Sarawak Cultural Village (SCV) in Sarawak, Malaysia participated voluntarily in this study. Data analysis on path modelling and bootstrapping was conducted using SPSS Version 23.0 and SmartPLS (version 3.2.8) to evaluate the developed model. The findings disclosed that all the direct hypotheses were supported, which are culture, carrying capacity and perceived value. They were found to augment satisfaction level among tourists at SCV, and eventually leads to intention revisit to SCV.