Lisa Tung | Taylor's University (original) (raw)

Papers by Lisa Tung

Cultural heritage tourism in Malaysia is facing fierce competition in the Southeast Asia region a... more Cultural heritage tourism in Malaysia is facing fierce competition in the Southeast Asia region as there are more new emerging cultural heritage destinations that have been recognized as UNESCO World Heritage Sites (WHS). The increase in competition can have an adverse impact on the tourist arrivals to Malaysia as tourists will have many choices of cultural heritage destinations to select from. Hence, it is important for destination managers to devise strategic plans to target more on loyal tourists. In order for destination managers to derive destination management and marketing strategies, an understanding of the factors that can influence tourists' destination loyalty is necessary. Therefore, this paper aims to propose a conceptual framework on the factors that can influence the destination loyalty of tourists at historic cities in Malaysia, namely Penang and Melaka. The factors proposed are destination factors (destination image; destination familiarity) and personal factors (perceived authenticity; tourist interactions; tourist emotions). Satisfaction is also discussed as a factor that can influence destination loyalty as well as a mediating variable between the factors and destination loyalty. This paper will also discuss the hypotheses that are developed based on the model and the measurement of the constructs. As this is a conceptual paper, the results of the testing of the model are not available but this paper establishes the relationships among the constructs which are useful for warranting further research. The significance of this paper will provide a conceptual framework that can be tested in the context of cultural heritage tourism.

In presenting this thesis in fulfillment of the requirements for a Post Graduate degree from the ... more In presenting this thesis in fulfillment of the requirements for a Post Graduate degree from the Universiti Utara Malaysia (UUM), I agree that the Library of this university may make it freely available for inspection. I further agree that permission for copying this thesis in any manner, in whole or in part, for scholarly purposes may be granted by my supervisor(s) or in their absence, by the Dean of Otlunan Yeop Abdullah Graduate School of Business where I did my thesis. It is understood that any copying or publication or use of this thesis or parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the UUM in any scholarly use which may be made of any material in my thesis.

The growth of young travellers is promising and this is a pattern across the globe. It has been h... more The growth of young travellers is promising and this is a pattern across the globe. It has been highlighted by WYSTEC that in 2010, 20 % of international tourists travelling around the world were young tourists. This trend has contributed to backpacking travelling as well as work-stay programmes. Work-stay is part of volunteer tourism as travellers work in exchange for lodging and a minimal allowance and also take part in activities offered by the lodging provider. Work-stay programmes are still relatively new in Malaysia as not many organizations believe that there will be a demand for it and they do not know what are the preferred components of a work-stay program. Therefore, the main aim of this paper is to identify the various components of a work-stay program in which young travellers will have an interest to participate. A total of 251 useable questionnaires were collected and factor analysis and reliability tests were conducted on the 24 items that measured intention to parti...

Cities around the world have been very competitive in branding themselves with many identities in... more Cities around the world have been very competitive in branding themselves with many identities in order to target a wider market of tourists. Kuala Lumpur is an example of a city that has created awareness as a shopping, MICE, and leisure destination but not much has been said relating to the cultural diversity of its offering. Tourists may not be aware that Kuala Lumpur can be recognized as a cultural destination because other cities in Malaysia like Melaka has a higher global status as a cultural heritage destination compared to Kuala Lumpur. However, there are plenty cultural offerings in Kuala Lumpur that can be marketed and yet the awareness for these places is low even among the locals. Therefore, this paper aims to explore the awareness of Kuala Lumpur as a cultural destination amongst the locals and domestic tourists and to determine if information sources such as promotional materials and marketing campaigns by the cultural places play a role in contributing to the awarenes...

The purpose of this study is to assess the success of cultural and heritage destinations by looki... more The purpose of this study is to assess the success of cultural and heritage destinations by looking into tourists’ intention to revisit. In this study, it is identified that satisfaction is the mediator variable between motivation and destination loyalty. Visitors to cultural and heritage sites are motivated by different factors based on educational motives, entertainment motives and social motives. This study emphasized on the quantitative research method through a cross sectional survey of a sample size of 200 respondents. The results identified that educational and social motives influence tourists’ intention to revisit cultural and heritage destinations. In addition, personal satisfaction and satisfaction with site attributes have mediating influence between motives and intention to revisit. The results revealed that cultural and heritage sites are not seen as an entertainment destination for the targeted sample.

International Journal of Culture and Tourism Research, Dec 30, 2010