Determinants of Excursionists’ Satisfaction and Loyalty Towards Architectural Tourism in Ipoh Township, Malaysia

Abstract

This study examines the determinants of excursionists’ satisfaction and destination loyalty towards architectural tourism destination in Ipoh Township, since in view of its economic, social and cultural importance, there are limited studies focusing on tourist satisfaction and destination loyalty towards architectural tourism in the extant literature. In addition, the downturn of the tourism sector in Malaysia has mirrored in the state of Perak which raises an alarming signal to the state tourism authorities as domestic tourists are shifting away to tourism destinations in other states and cities in Malaysia. It is postulated that Destination Image, Authenticity, Safety of Destination and Cultural Differences as direct determinants of excursionists’ satisfaction and destination loyalty. Using convenience sampling technique, this study surveyed 250 excursionists who are visiting architectural tourism destination in Ipoh Township. The data were analysed to ensure the attainment of internal reliability before further analyses were conducted. Multiple linear regression analyses found that all determinants had a significant positive effect on excursionists’ satisfaction and destination loyalty. The findings suggest managerial implications to the tourism stakeholders in preserving the heritage and cultural value of the Ipoh Township. Limitations and suggestions for future research are also highlighted.