Rejuvenate exotic culture tourism in Melaka rural area

Suzurina, Norsyahira (2019) Rejuvenate exotic culture tourism in Melaka rural area. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Tourism is a contributor to Malaysia's economic development due to increased employment opportunities and contributing to the development of related industries (Martin and Bosque, 2008). In Malaysia there is a well-known state in the tourism sector of Melaka. Melaka State is famous for its unique cultural and historical heritage. Therefore, rebranding need to be done in Melaka especially in Masjid Tanah. This is because in Masjid Tanah there are many tourism products that can attract tourists to come. Through the branding of attract local and foreign tourists to travel and experience traveling in Masjid Tanah. The purpose of this study is to study the factors effect branding images Masjid Tanah. This study is also conducted to determine destination image on overall image and to find out the overall image on the tourist behaviours. One purpose was conducted through a questionnaire to identify Masjid Tanah image branding factor and the impact of destination image on overall image and overall image on the tourist behaviours. There were 300 respondents who visited the Masjid Tanah who came from different age and educational background to answer the questionnaire. The data were analysed using descriptive analysis. Based on data analysis and discovery it have same factor is cognitive, unique and affective image factors. The data were analysed using descriptive analysis. Based on the data analyses of all factor cognitive, unique and affective image factor show a positive relationship to the overall image. Additionally, the overall image is influenced by three types of brand associations and is the mediator between the brand's association and the future behaviour of tourists. In summary, the overall image of the destination can affect the future behaviour of tourists to come visit

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