Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar

Mazaruddin, Norsuhana and Anuar, Faiz Izwan (2019) Panda Tourism: The role of destination image on the relationship between tourists’ consumption values and behavioural intention / Norsuhana Mazaruddin and Faiz Izwan Anuar. Journal of Academia, 2 (7). pp. 143-151. ISSN 2289-6368

Abstract

The Malaysian government received two endangered pandas as a diplomatic gift from the government of China to mark 40 years of strong diplomatic ties between the two countries. 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 giant panda worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism (PT).The attraction has pulled many local and international visitorsfromdifferent countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues, and future ofPT initiative remains under-explored. The present study attempts to understand the PT conceptby measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect tourists behavioural intention to visit other PTsthroughout the world. In addition, the study measured the mediation effect of destination image toward the relationship of consumption values and tourists behavioural intention. The findings of this study are among the early attempts to better understand the rationales, benefits, and potentials of PTas a niche tourism concept in Malaysia.The study employed the survey questionnaire to gather quantitative data. Data were analyzed using the SmartPLS 3.0 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards tourists’ behavioural intention to visit PT.Furthermore, functional value proved to have significant direct as well as indirect influence on the tourists’ behavioural intention.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mazaruddin, Norsuhana
UNSPECIFIED
Anuar, Faiz Izwan
UNSPECIFIED
Subjects: H Social Sciences > HA Statistics > Statistical data
H Social Sciences > HM Sociology > Social psychology > Interpersonal relations. Social behavior
H Social Sciences > HM Sociology > Groups and organizations > Communities > Social participation
Divisions: Universiti Teknologi MARA, Negeri Sembilan > Kuala Pilah Campus
Journal or Publication Title: Journal of Academia
UiTM Journal Collections: UiTM Journal > Journal of Academia (JoA)
ISSN: 2289-6368
Volume: 2
Number: 7
Page Range: pp. 143-151
Keywords: Panda Tourism, behavioural intention, destination image, consumption values, Zoo Negara
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/31004
Edit Item
Edit Item

Download

[thumbnail of 31004.pdf] Text
31004.pdf

Download (489kB)

ID Number

31004

Indexing

Statistic

Statistic details