Panda tourism in Malaysia: the mediating effect of destination image towards the relationship of consumption values and visitors' behavioural intention / Norsuhana Mazaruddin

Malaysia received two endangered giant pandas as a diplomatic gift from the government of China as to mark 40 years of strong diplomatic ties between the two countries. Hence, 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 species worldwide and establishing a distinctly new niche tourism attraction called Panda Tourism attraction (PT). The attraction has pulled many local and international visitors different countries across Asia, Europe, North America, and Australia. However, research on the rationale, benefits, issues and future of PT initiative remains under-explored. The present study attempts to understand the PT concept by measuring the consumption value dimensions of PT, namely; functional, social, emotional, epistemic and conditional and how these dimensions affect Visitors' Behavioural Intention to visit other PTs throughout the world. In addition, the study measured the mediation effect of destination image towards the relationship of consumption values and Visitors' Behavioural Intention. The findings of this study will be an early attempt to better understand the rationale, benefits, and potentials of Panda Tourism as a niche tourism concept in Malaysia. The study employed a survey questionnaire to gather quantitative data. Data were analysed using SmartPLS3 software. The results of the analysis identified conditional, functional, and social as the significant determinants of Consumption Value towards Visitors' Behavioural Intention to visit Panda Tourism attractions. Furthermore, functional value proved to have significant direct as well as indirect influence on the Visitors' Behavioural Intention.