AN EMPIRICAL STUDY ON THE VISITORS’ INTENTION TO VISIT CULTURAL HERITAGE SITE
This study tests the visitors’ intention to visit the cultural heritage site and their opinions about the impacts of tourism development using Structural Equation Modeling (SEM). The implications of Theory of Planned Behavior provide the theoretical underpinning for this study. The study is descriptive in nature, and is based on quantitative methodology to investigate the relationships between different constructs. The research study used survey questionnaires for quantitative data collection. The study area is a cultural and heritage tourism place Rameshwaram in Tamil Nadu, India. Convenience sampling methods was adapted to collect quantitative data from different types of visitors. The sample size is 420. The data was then analyzed using the statistical package SPSS and model was tested using SEM with AMOS. The research shows some statistical positive relationship between Attitude (visitors’ positive or negative feelings and opinions about cultural heritage sites), Subjective Norm (information sources or recommendations from reference groups which might influence visitors’ destination choice), Perceived Control (visitors’ perceived ease or difficulty of leisure travel) and visitors’ intention to visit a cultural heritage site. The result helps the rural tourism planners, governments and support organizations in other areas to better evaluate and understand the visitors’ attitude, perception about the heritage place they are visiting.
Keywords:Heritage Tourism, Culture, Intention, Structural Equation Modeling (SEM)
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Process, 50(2), pp 179-211.
Baloglu, S. (2000). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination images. In A.G. Woodside, G.I. Crouch, J.A. Mazanec, M. Oppermann & M.Y. Sakai (Eds.), Consumer Psychology of Tourism, Hospitality and Leisure. Eastbourne: Antony Rowe Limited, pp 63-99.
Bentler, P.M. (1992). On the fit of models to covariances and methodology to the Bulletin. Psychological Bulletin, 112(3), pp 400-404.
Byrne, B.M. (2001). Structural Equation Modeling with AMOS: Basic concepts, applications, and programming. NewJersey: Lawrence Erlbaum Associates.
Espelt, N.G. & Benito, J.A.D. (2006). Visitors' behavior in heritage cities: The case of Girona. Journal of Travel Research, 44(4), pp 442-448.
Farley, J.U., Lehmann, D.R. &Ryan, M.J. (1981). Generalizing from "imperfect" replication. Journal of Business, (54), pp 597-610.
Fishbein, M., von Haeften, I. & Appleyard, J. (2001). The role of theory in developing effective interventions: Implications from Project SAFER. Psychology, Health & Medicine, 6(2), pp 223-238.
Flynn, L.R. & Goldsmith, R.E. (1993). Application of the personal involvement inventory in marketing. Psychology and Marketing, 10(4), pp 357-366.
Glasson, J. (1994). Oxford: a heritage city under pressure. Tourism Management, 15(2), pp 137-144.
Grimwade, G. &Carter, B. (2000). Managing small heritage sites with interpretation and community involvement. International Journal of Heritage Studies, 6(1), pp 33-48.
Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate Data Analysis. 5th edition. London: Prentice Hall PTR.
Havitz, M.E. & Dimanche, F. (1990). Propositions for testing the involvement construct in recreational and tourism contexts. Leisure Sciences: An Interdisciplinary Journal, 12(2), pp 179-195.
Herbert, D. (2001). Literary places, tourism, and the heritage experience. Annals of Tourism Research, 28(2), pp 312-333.
Hu, L. T. & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structured Equation Modeling: A Multidisciplinary Journal, 6(1), pp 1-55.
Johnson, N.C. (1999). Framing the past: time, space, and the politics of heritage tourism in Ireland. Political Geography, 18(2), pp187-207.
Nuryanti, W. (1996). Heritage and postmodern tourism. Annals of Tourism Research, 23(2), pp 249-260.
Oliver, R.L. & Bearden, W.O. (1985). Crossover effects in the theory of reasoned action: A moderating influence attempt. Journal of Consumer Research, (12), 324-340.
Park, M., Yang, X., Lee, B., Jang, H. C. & Stokowski, P.A. (2002). Segmenting casino gamblers by involvement profiles: a Colorado example. Tourism Management, 23(1), pp 55-65.
Peleggi, Maurizio. (1996). National heritage and global tourism in Thailand. Annals of Tourism Research, 23(2), pp 432-448.
Poria, Y., Reichel, A., & Biran, A. (2006). Heritage site management: motivations and expectations. Annals of Tourism Research, 33(1), pp 13-17.
Rojas, C.D. & Camarero, C. (2008). Visitors' experience, mood, and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management, 29(3), pp 525-537.
Schmoll, G.A. (1977). Tourism promotion: marketing background, promotion techniques and promotion planning methods. London: Tourism International Press.
Schulz, C. N. (1980). Genius loci: towards a phenomenology of architecture. New York: Rizzoli.
Sonmez, S.F. & Graefe, A.R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(2), pp 171-177.
Tian, X., Ding, J. & Pu, Y. (2007). Research on entrance fee pricing of world heritages and national scenery in China. China Population, Resources and Environment, 17(1), pp 56-60.
Waitt, G. (2000). Consuming heritage: perceived historical authenticity. Annals of Tourism Research, 27(4), pp 835-862.
Yan, C., & Morrison, A. M. (2008). The influence of visitors' awareness of World Heritage Listings: A case study of Huangshan, Xidi and Hongcun in Southern Anhui, China. Journal of Heritage Tourism, 2(3), pp 184-195.
How to Cite
Copyright (c) 2017 International Journal on Recent Trends in Business and Tourism (IJRTBT)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.