Customer Satisfaction Among Tourist Toward Malacca Museums in Malaysia

• Main Authors: Mohd Ridhuan Tee, Abdullah, Iskandar Hasan Tan, Abdullah, Mohd Masdi, Abdul Manan, Emilia, Abdull Manan
• Format: Article
• Language: English
• Published: 2016
• Subjects: AM Museums (General). Collectors and collecting (General); HD28 Management. Industrial Management
• Online Access: http://eprints.unisza.edu.my/5109/1/FH02-INSPIRE-17-09382.pdf; http://eprints.unisza.edu.my/5109/
• Institution: Universiti Sultan Zainal Abidin

Heritage tourism has rapidly grown and one of the most income for Malaysia government. Domestic tourists are seeking ultimate satisfactions after their museum visits. Thus, by offering the right facilities and services that facilitate their needs, the reputation of this tourism product can be enhanced. This is supported by the findings of the study where tourists expect the museums to have greater cleanliness and ambience, well equipped safety features, nice landscape and architecture as well as an appropriate location and accessibility. This study aimed to examine the relationship between 3 elements in Levels of Tourist Satisfaction (LTS) which comprises of Travel Behavior Characteristic, Tourist Reason Visiting Museum and Museum Facilities and Services towards tourist intention in Malacca. A set of 200 questionnaires were distributed to the 5 museums in Malacca. This study applies descriptive and inferential analysis was used to identify the relationship of Travel Behavior Characteristic, Tourist Reason Visiting Museum and Museum Facilities and Services. The findings showed that all 3 elements in the LTS model (Travel Behavior Characteristic, Tourist Reason Visiting Museum and Museum Facilities and Services) have a relationship with tourist behavioral intention towards Malacca Museums. Thus, the findings also confirm all hypotheses. The Tourist Reason Visiting Museum was the most contributed factor that leads to intention towards Malacca Museums. Hence, Malacca Museums need to create a creative design which contains the enjoyment and fun elements besides tourist attention to other factors to visit their museum.