A demographic study on cultural motivation among Irau Aco Lun Bawang visitors / Chelesha Mirat Paris

This study of “A Demographic Study on Cultural Motivation among Irau Aco Lun Bawang Visitors” has the motivational factor for the people to participating in this event. A convenience sampling of 300 respondents has been collected via questionnaire. In fact, motivation theories of pull and push factors have been the common dimension in identifying motivation among visitors satisfaction. Nevertheless, a limited number of studies have investigated the influence of demographics (age, gender and marital status) on motivation and satisfaction among the visitors. As Lun Bawang cultural festivals have been expanding in Malaysia, identifying, and understanding the factors that influence visitors’ motivation and satisfaction would enable the Lun Bawang Association of Sarawak (PLBS) to develop better strategies to attract them to come to the festival. Hence, this study specifically discussed if age, gender and marital status influence motivation and satisfaction of the visitors which attend for cultural festival.