Factors that Motivate Students at Universiti Malaysia Kelantan to Participate in Cultural and Heritage Tourism

Abstract

Culture and heritage are particularly important in tourism at all levels since it has emerged as a form of alternative tourism among international and domestic tourists. Although youth has been recognized as one of the main contributors to the tourism industry, their role in cultural and heritage tourism is generally underestimated. Therefore, the purpose of this study is to investigate the motivational factors of students at Universiti Malaysia Kelantan to participate in cultural and heritage tourism in Malaysia. This study investigates the role of education, social media, and attitudes towards students’ motivation to engage in cultural and heritage tourism. Using convenience sampling, 388 data were gathered through an online survey from students at Universiti Malaysia Kelantan. Quantitative analysis using SPPS was employed to analyze the data. The finding shows that education, social media, and attitude are significant factors that lead to youth’s motivation to participate in cultural and heritage tourism. This study adds a better understanding of the factors that encourage youth’s participation and allow industrial players in cultural and heritage tourism to strategize their marketing to this market segment. For future research, factors such as scenic value and social value can be added in addition to educational value.