ANTECEDENT AND OUTCOME OF PLACE ATTACHMENT IN HERITAGE SITES

Khairunnisak Latiff,Norazlyn Kamal Basha,Yuhanis Abdul Aziz,Siew Imm Ng

doi:10.47263/jasem.4(1)06

Khairunnisak Latiff, Norazlyn Kamal Basha + Show 2 more

Open Access

https://doi.org/10.47263/jasem.4(1)06

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Abstract

This study focuses on attachment theory as the foundation theory in examining the antecedent and outcome of place attachment among local tourists of heritage sites. Data was collected from local tourists who visited heritage sites in Melaka and George Town by using judgemental sampling through questionnaire. A total of 396 respondents completed the questionnaire. Structural equation model was used to analyze data and test the hypothesis. This study reveals new findings whereby cultural motivation positively influences each of the four dimensions of place attachment. However, only place dependence and affective attachments were found positively influencing intention to recommend. Destination managers are encouraged to enhance tourists’ attachment (place dependence and affective attachment) by providing knowledge and information, especially to culturally motivated tourists. Recommendations for future studies are also discussed to overcome the limitations of this study.

Highlights

Place attachment is a vital concept in the tourism literature (Prayag, Chen, & Del Chiappa, 2017)
The questionnaire consisted of measurement items on cultural motivation (4 items), place dependence (3 items), place identity (3 items), affective attachment (3 items), social bond (3 items) and intention to recommend (3 items)
This study has managed to highlight the importance of acknowledging cultural motivation being one of the main reasons to visit cultural heritage sites

Summary

Introduction

Place attachment is a vital concept in the tourism literature (Prayag, Chen, & Del Chiappa, 2017). Place attachment is a process in which an individual constructs his or her notions of place and form an affective bond to places (Gifford, 2002). This concept develops from attachment theory (Bowlby, 1969). The attachment concept has been adapted into other contexts to represent different bonding, includes person-to-place (Chen, Dwyer, & Firth, 2014). This has led tourism researchers to adapt the attachment theory in the tourism context to understand tourists’ behaviour

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