Revisit Intentions of Malaysian Consumers to Heritage Sites

This research paper sets out to explore the revisit intentions of consumers to identified heritage sites in Malaysia. Destination, visitation and revisitation research has attracted considerable attention over the past two decades. However, existing research seems to be limited in respect of consumers' intentions to visit heritage sites as a preferred destination choice. The present research sets out to fill this significant gap in relevant literature by testing the relationship between the two most important constructs of customer satisfaction and customer revisitation intentions manifest in the frequency of visits made by Malaysian consumers to heritage sites. A survey was conducted at prominent tourist and heritage sites in Kuala Lumpur, Malaysia. Data obtained from 214 self-administered questionnaires (cross-sectional surveys) was used for further analysis. Confirmatory factor analysis was used to validate customer satisfaction and consumers' revisit intentions. A structural model was built with the overall sample and, finally, the moderation effect of gender was tested using multi group moderation analysis with pairwise tests of path coefficients. The results suggest that gender seems to have an impact upon the respondents' revisit intentions to heritage sites in Malaysia. For example, the frequency of visits has a highly significant positive effect on revisitation intention for men and the same constructs showed a reverse trend in case of women.