Factors That Attract Local Tourists to Visit Kelantan

Abstract

Kelantan is one of the most popular local tourist destinations in Malaysia; hence, the purpose of this study is to examine the factors that attract local tourists to visit Kelantan. The independent variables used in this study are the local food, local culture, and Islamic values, while the dependent variable is the factors that attract local tourists to visit Kelantan. This study used a quantitative method and convenience sampling technique to collect data from a total of 150 respondents who have been to Kelantan and intend to visit Kelantan in the future using an online questionnaire survey (Google Forms) through social media. The data were analyzed quantitatively using SPSS, whereby the statistical tests used in this study include the Reliability Test, Descriptive Test, and Hypothesis Testing (Pearson’s Correlation). Based on the findings, local food, local culture, and Islamic values are proven to be positively correlated to the factors that attract local tourists to visit Kelantan. This study has further strengthened the claim of previous research on how local food, local culture, and Islamic values influence the current dependent variable. Lastly, this study significantly contributes to academia and the industry in Kelantan based on local food, local culture, and Islamic values as the contributing factors.