文化遺產旅遊業是現今增長快速的旅遊業，因為遊客增加的趨勢走向專業化。這是明顯顯示許多遊客開始嚮往冒險、文化、歷史、考古和互動與當地人民的趨勢。前來馬六甲州的遊客量也因對馬六甲州的文化遺產地而逐漸增加，預計遊客量還繼續增加下去。

本研究試圖探討文化遺產旅遊目的地的屬性及遊客滿意度之間的關係，以馬六甲洲為例。並且探究遊客屬性及旅遊行為屬性如何影響文化遺產和旅遊目的地屬性的滿意度。 由期望-滿意理論來提供一個概念框架。

本研究採用問卷調查法，並運用因素分析、線性迴歸分析、變異數分析及多變量共變異數分析來進行資料分析，共回收115份有效問卷。從23個地點屬性進行因素分析， 建立相關變量。在因素分析下，23個地點屬性可分為三大因素： 一般旅遊景點、文化與遺產景點、及差異性與便利設施的吸引。介由遊客特性及旅遊行為特徵及這三項組別來進一步探討遊客總體滿意度。

根據這項研究結果顯示，來自不同地區及國家的遊客和家庭收入在整體滿意度及差異性與便利設施有很大的引响。此外，統計分析還顯示遊客規劃時間對整體滿意度及文化與遺產景點是有明顯的的引响。最後，提出幾項建議以改善和提高遊客對馬六甲文化遺產旅遊業的滿意度。

Cultural heritage tourism is the fasted growing segment of the tourism industry, because there is a trend toward an increased specialization among tourists. This is evident in the rise in the volume of tourists who seek adventure, culture, history, archaeology and interaction with local people. Specially, tourists who come to visit Malacca State are interesting in cultural heritage sites have increased recently and are expected to continue.
This study attempts to investigate the relationship between cultural heritage destination attributes and tourist satisfaction, and to identify the relationship between cultural heritage destination attributes and tourist satisfaction in terms of selected tourists’ demographic characteristics and travel behavior characteristics.
In this study, expectancy-disconfirmation theory was used to provide a conceptual framework. The theory holds that consumers first form expectations of products or service performance prior to purchasing or use. Subsequently, purchasing and use convey to the consumer beliefs about the actual or perceived performance of the product(s) or service(s). Then the consumer will compare the perceived performance to prior expectation. Consumer satisfaction is seen as the outcome of this comparison.
The study area for this study was Malacca State, Malaysia. Malacca State is a historical city centre which has been listed as UNESCO World Heritage Site since 7 July 2008. Malacca has adopted as its slogan, “Visiting Malacca Means Visiting Malaysia”, because Malacca have developed over 500 years of trading and cultural exchanged between east and west in the straits of Malacca. Besides that, Malacca also demonstrates the early stages of history originating in the 15th century Malay Sultanate, Portuguese, and Dutch periods beginning in the represents the British era from the end of the 18th century. Furthermore, in year 2009, total of 8.9 million tourists has visited Malacca. It increased about 1.7 million tourists flowing in compared year 2008.
The data of this study were collected from the on-site survey method. The sample population for this study was composed of tourists, who visited Malacca State in May, 2010. The survey was conducted at two sites in the cultural heritage sites of Malacca State. Out of 150 questionnaires, 115 were usable. Therefore, the data from 115 respondents were analyzed in this study.
A few of appropriate statistical analyses such as frequencies, descriptive, factor analysis, linear regressions analysis, Analysis of Variance (ANOVA), and Analysis of Covariance (ANCOVA) were used according to respective objectives and descriptors.
The factor analysis was conducted to create correlated variable composited from the original 23 attributes. Using factor analysis, 23 analysis attributes resulted to three dimensions: General Tour Attraction, Culture and Heritage Attraction, and Differentiate and Amenity Attraction. These three factors then were related with overall satisfaction. The linear regression analysis revealed that was relationship between cultural heritage destination attributes and tourists’ overall satisfaction. ANOVA showed that there was significant difference between derived factor in relation to gender, age, education, country of origin, household income, past experience to cultural heritage sites, length of stay, and information selected, such as internet, newspaper, holiday exhibition, brochure or travel magazine or guidebook, and local or town trail among the demographic and behavior characteristics. The lastly, ANCOVA showed that origin of country, household income per year, and decision time of the control variables controlled the relationship between the overall satisfaction of tourists and derived factors.
According to the results of this study, origin of country and household income controlled the relationship between the overall satisfaction of tourists and derived Factor 3 (Differentiate and Amenity Attraction) and time planning showed significant in relationship between the overall satisfaction of tourist of tourists and derived Factor 2 (Cultural and Heritage Attraction). Based on the results several recommendations can be made to improve and increase tourists’ satisfaction of the cultural heritage tourism in Malacca State, such as comprehending what tourists seek at cultural heritage attractions will help tourism marketers better understand their customers. Through this study, planners or marketers can identify which attributes satisfy the tourist who visit cultural heritage destinations will help tourism planners develop appropriate strategies to attract their customers and serve them effectively. Besides that, it allow planners or marketers knowing who the satisfied tourists are may help reduce marketing costs and maintain cultural heritage destinations’ sustainability.

ACKNOWLEDGEMENTS I
ABSTRACT III
TABLES OF CONTENTS VI
LIST OF TABLES XI
LIST OF FIGURES XIII
LIST OF PHOTOS XIV

CHAPTER ONE: INTRODUCTION
1.1 Background and Motivation of the Study 1
1.2 Objectives of Study 4
1.3 Theoretical Basis 5
1.4 Definition of Terms 7
1.5 Structure of Study 9
1.6 Process of Study 10

CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 11
2.2 Cultural Heritage Tourism 12
2.3 Cultural Heritage Destination Attributes 17
2.4 Tourists’ Characteristics 22
2.5 Tourists’ Satisfaction 26
2.6 Relationship between Destination Attributes and Tourists’ Satisfaction 29
2.7 Summary 31

CHAPTER THREE: BACKGROUND OF CASE STUDY
3.1 Introduction 32
3.2 Background of Malacca State 32
3.3 History of Malacca 38
3.3.1 Founding of Malacca- The Malacca Sultanate of Malacca 39
3.3.2 The Colonial Legacy in Malacca 40
3.3.3 After Independence- Malacca Today 43
3.4 Culture of Malacca 45
3.4.1 The Baba and Nyonya or Peranakan 45
3.4.2 The Chitty 50
3.4.3 The Portuguese or Kristang 52
3.5 Tourism of Cultural Heritage in Malacca State 56
3.5.1 The Asset in the Civic Area 57
3.5.2 The Asset in the Old Quarter 67


CHAPTER FOUR: RESEARCH METHOLOGY
4.1 Introduction 75
4.2 Study Area 75
4.3 Study Framework 77
4.4 Construct Measurement 79
4.4.1 Cultural Heritage Destination Attributes 80
4.4.2 Travel Behavior Characteristics 81
4.4.3 Tourists’ Demographic Characteristics 82
4.5 Study Hypotheses 83
4.6 Design of Study 84
4.6.1 Sample of Study 85
4.6.2 Variables of Study 85
4.7 Validity and Reliability of Study 87
4.8 Data Analysis 88

CHAPTER FIVE: RESULTS AND ANALYSIS
5.1 Introduction 90
5.2 Descriptive Analysis 91
5.2.1 Demographic Characteristics of the Respondents 91
5.2.2 Travel Behavior Characteristics of the Respondents 93
5.3 Cultural Heritage Destination Attributes Analysis 95
5.4 Importance-Performance Analysis (IPA) 99
5.5 Tourist’s Overall Level of Satisfaction 114
5.6 Hypotheses Testing 121
5.6.1 Factory Analysis 121
5.6.2 Hypothesis 1 124
5.6.2.1 Linear Regression Analysis 124
5.6.3 Hypothesis 2a and 2b 129
5.6.3.1 Analysis of Variance (ANOVA) 129
5.6.4 Hypothesis 3a and 3b 133
5.6.4.1 Demographic Differences in Overall Satisfaction 133
5.6.4.2 Travel Behavior Differences in Overall Satisfaction 134
5.6.5 Hypothesis 4 135
5.6.5.1 Analysis of Covariance 135
5.7 Summary 137

CHAPTER SIX: CONCLUSION
6.1 Introduction 140
6.2 Summary of the Study 140
6.3 Implication 144
6.4 Limitations of the Study 147
6.5 Recommendation for Future Research 148
BIBLIOGRAPHY 149
APPENDIX A: Cover Page of the Survey 158
APPENDIX B: Survey Questionnaire 160
APPENDIX C: The Core and Buffer Zones of the Historic City of Malacca 164
APPENDIX D: Map of Malacca and Malacca City 166

Akama, J.S., & Kieti, D.M. (2003). Measuring tourist satisfaction with Kenya’s wildlife safari: A case study of Tsao West National Park. Tourism Management, 24(1), 73-81.

Anderson, V, Prentice, R, and Guerin, S (1997). Imagery of Denmark among visitors to Denish time arts exhibitions in Scotland. Tourism Management, 18(7), 453-464.

Apostolakis, A. (2003). The convergence process in heritage tourism. Annals of Tourism Research, 30(4): 795-812.

Ashworth, G. J. and Turnbridge, J. E. (1990). The Tourist-Historic City. London:
Belhaven Press.

Baker, D. A.,& Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research. 27 (3), 785-804.

Barsky & Labagh (1992). A strategy for customer satisfaction. Cornell Hotel and Restaurant Administration Quarterly, Oct., 32-40.

Bowie, D., & Chang, J. C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vacation Marketing, 11(4), 303–322.

Boyd, S. W. (2000). Heritages’ Tourism in Northern Ireland: opportunity under peace. Current Issues in Tourism, 3(2):150-174.

Chon, K. (1989). Understanding recreational travelers’ motivation, attitude and satisfaction. The Tourism Review, 44(1), 3-7.

Chon, K.S. & Olsen, M. D. (1991). Functional and symbolic approaches to consumer satisfaction / dissatisfaction. Journal of the International Academy of Hospitality Research, 28, 1-20.

Chu, P.Y. (2002). Visitor’s motivation, expectation and satisfaction of rural tourism: a case study of Hsinchu, Taipei, Shin Hsin Univeristy.

Churchill, G. A. Jr. & C. Surprenant. (1983). Marketing Research: Methodological Foundation. Chicago: The Dryden Press.

Clemons, Sott D. & Woodruff, Robert B. (1992). Broadening the view of Consumer (Dis)Satisfaction: A proposed Means- end Disconfirmation model of CS/D. American Marketing Association, (Winter), 413-421.

Colonial Williamsburg (1985). Annual Report. Williamsburg: Colonial Williamsburg Foundation.

Copley, P., and I. Robson (1996). Tourism, Arts Marketing and the Modernist Paradox. In Tourism and Culture: Image, Identity and Marketing, M. Robinson, E. Nigel and C. Paul, eds., pp. 15–34. Sunderland: British Education Publishers.

Dimanche, F. & Taylor, M.M. (2006). An analysis of the differences between state welcome center users and local visitor center users: a profile of Lousiana travelers. Journal of Travel Research, 44(February), 348-351.

Duke, C. R., & Persia, M. A. (1993). Effects of distribution of channel level on tour purchasing attributes and information sources. Journal of Travel & Tourism Marketing, 2(2/3), 37–53.

Ennew, C.T., Reed, G.V., Binks, M.R. (1993). Importance- performance analysis and the measurement of service quality. European Journal of Marketing, 27 (2): 59-70.

Evan, M.R., Chon, K.S. (1989). Formulating and evaluation tourism policy using importance-performance analysis. Journal of Hospitality and Tourism Research, 13 (3), 203-213.

Fick, G. R., & Ritchie, J. R. B. (1991). Measuring service quality in the travel and tourism industry. Journal of Travel Research, 29(1), 2–9.

Formica, S. & Uysal, M. (1998). Market segmentation of an international cultural-historical event in Italy. Journal of Travel Research, 36, 16-24.

Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56 (January), 6- 21.

Go, F., Zhang, W. (1997). Applying importance-performance analysis to Beijing as an international meeting destination. Journal of Travel Research, 35 (4), 42-49.

Glasson, J. (1994). Oxford: a heritage city under pressure. Tourism Management, 15(2), 137-144.

Gunn, C. (1998), A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56 (January), 6-21.

Haber, S., & Lerner, M. (1999). Research notes: Correlates of tourism satisfaction. Annals of Tourism Research, 26 (1), 197-200.

Hall, M. and Zeppel, H. (1990). History, architecture, environment: Cultural Heritage and Tourism. Journal of Travel Research, 29, 54-55.

Heung, V. C. S., & Chu, R. (2000). Important factors affecting Hong Kong consumers’ choice of a travel agency for all-inclusive package tours. Journal of Travel Research, 39(1), 52–59.

Hollenhorst, S., Olson, D., Fortney, R., (1992). Use of importance-performance analysis to evaluate state park cabins: the case of the West Virginia state park system. Journal of Park and Recreation Administration, 10 (1), 1-11.

Hsieh, S., O’Leary, J. T., & Morrison, A. M. (1993–1994). A comparison of package and non-package travelers from the United Kingdom. Journal of International Consumer Marketing, 6(3/4), 79–97.

Hueng, V.C.S. & Cheng, E. (2000). Assessing tourists’ satisfaction with shopping in the Hong Kong special administrative region of China. Journal of Travel Research, 38, 396-404.

Janiskee, R.L. (1996). Historic Houses and Special Events. Annals of Tourism Research, 23(2):398-414.

Nitzan, Jonathan. (1995). Emerging Markets Analyst. Vol. 4. No. 6. October. pp. 10-17. (Magazine Article; English).

Joppe, M., Martin, D.W., Waalen, J. (2001). Toronto's image as a destination: a comparative importance-satisfaction analysis by origin of visitor. Journal of Travel Research, Vol. 39 pp.252-60.

Kerstetter, D.L., Confer, J.J., & Graefe, A.R. (2001). An exploration of the specialization concept within the context of heritage tourism. Journal of Travel Research, 39, 267-274.

Klaus, W. (2000). Tourists’ perception towards and satisfaction with service quality in the cross-cultural service encounter: Implication for hospitality and tourism management. Managing Service Quality, 10(6), 397.

Kotler P, Haider DH, Rein I. 1993.Marketing Places.Free Press: New York.

Klotler, P., & Keller, K.L. (2006). Marketing Management. Pearson Educational International.

Kozark, M. & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38, 267-274.

Kozak, M., & Rimming, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.

Lee, C. (1999). Investigating tourist attachment to selected coastal destination: An application of place attachment. Clemson University.

Light, D. (1996). Characteristics of the audience for events’ at a heritage site. Tourism Management, 15 (1), 27-36.

Liu, R. & Li, J.L. (1998). Henan tourism product’s development and utilization. Journal of Regional Science, 5.

Martilla, John A. / James, John C. (1977). Importance-performance analysis. Journal of Marketing, 41, 77-79.

Master, H. & Prideaux, B. (2000). Culture and vacation satisfaction: A study of Taiwanese tourists in South East Queensland. Tourism Management, 21, 445-449.

Mawson, R. (1984). Summary report: Who visits historic houses and why. Washington D.C: National Trust for Historic Preservation.

McKercher B. (2001) Attitudes to a Non-viable Community-owned Heritage Tourist Attraction. Journal of Sustainable Tourism. 9 (1): 29 - 43.

McKercher, B., and B. Chow (2001). Cultural Distance and Cultural Tourism Participation. Pacific Tourism Review, 5, 21–30.

McKercher B., Du Cros H. (2002). Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management. London: Rutledge.

Medlik, S. (1991). Managing Tourism. Great Britain: Butterworth Heinemann Ltd.

Medlik, S. (2003). Dictionary of travel, Tourism and Hospitality, Butterworth-Heinemann, 273.

Melaka State Government. (2010). Tourism department. Retrieved 20 June, 2009, from http://www.melaka.gov.my/v3/view_article.php?pageid=863, May 14.

Melaka State Government. (2010). Tourism department. Retrieved 20 June, 2009, from http://www.melaka.gov.my/v3/view_article.php?pageid=13, May14.

Neo, F.P., & Uysal, M. (1997). Evaluation of outdoor recreational settings: A problem of measuring user satisfaction. Journal of Retailing and Consumer Services, 4 (4), 223-230.

Nurick, J. (2000). Heritage and Tourism. Locum Destination Review, 02:35-38.

Nuryanti, W. (1996). Heritage and Postmodern tourism. Annals of Tourism Research, 23(2), 249-260.

Oh, H. (1999). Service quality, customer satisfaction and customer value: A holistic perspective. International Journal of Hospitality Management, 18 (1), 67-82.

Oh, H. (2001). Revisiting importance-performance analysis. Tourism Management, 22 (6), 617-627.

Oliver, R.L. (1980). A cognitive model for the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 27, 460-469.

Oliver, R.L. & W. O. Bearden. (1985). Disconfirmation Processes and Consumer Evaluations in Product Usage. Journal of Business Research. 13:235-246.

Pan GW, Laws E. 2001. Tourism marketing opportunities for Australia in China. Journal of Vacation Marketing, 8(1): 39–48.

Parasuraman A, Zeithaml VA, Berry LL. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12–37.

Partner in Tourism and Travel Industry Association of America (2002). Arts facts…Cultural tourism, American for the Arts, [Online], Available from: http://www.artsusa.org/pdf/get_involved/advocacy/research/cultural_tourism.pdf, June 14.

Peleggi, Maurizio (1996). National heritage and global tourism in Thailand. Annals of Tourism Research, 23(2), 340-364.

Pelletier, J. (1988). The social, ethic and economic impacts of festivals and events. Tourism Research: Expanding Boundaries. Proceedings of the 19th Annual Conference of the Tourism Research Association, pp. 253-256.

Pennington-Gray, L, and Voght, C. (s003). Examining welcome center visitors’ travel and information behaviors: Does location of centers or residency Matter? Journal of Travel Research, 41 (February), 272-280.

PERZIM. (2010). Melaka Museum Corporation. From http://www.perzim.gov.my/tpk_bersejarah.htm , May 14.

Peterson, K. (1994). The heritage resource as seen by the tourist: The heritage connection. In (ed.) van Harssel, J. Tourism: an Exploration, Third Edition. Englewood Cliffs, NJ: Prentice Hall.

Philipp, Steven F. (1993). Racial differences in the perceived attractiveness of tourism destinations, interests, and cultural resources. Journal of Leisure Research, 25(3), 290-304.

Pizam, A. (1978). Dimensions of tourist satisfaction with a destination. Annals of Tourism Research, 5, 314-322.

Pizam, A., Neumann, Y., and Reichel, A., (1978). Tourist satisfaction: Uses and misuses. Annals of Tourism Research, 6(2), 195-197.

Pizam, A. & Millman, A. (1993). Predicting satisfaction among first-time visitors to a destination by using the expectancy-disconfirmation theory. International Journals of Hospitality Management, 12(2), 197-209.

Prentice, R. (1993). Tourism and heritage attractions, Issues in tourism, Routledge, London.

Quester, P.G., and Smart, J. (1998). The Influence of Consumption Situation and Product Involvement over Consumers’ Use of Product Attribute. Journal of Consumer Marketing, 15 (3): 220-242.

Quiroga, I. (1990). Characteristics of package tours in Europe. Annals of Tourism Research, 17(1), 185–207.

Richards, G. (1995). Production and Consumption of European Cultural Tourism. Annals of Tourism Research, 22(2), 261-283.

Richards, G. (1996) Cultural Tourism in Context. The Relationship between Sociaodemographis Variables, Benefits Sought and Subsequent Vacation Behaviour: A Case Study. Journal of Travel Research, 28(3): 24-29.

Rosenthal, R., and Rosnow, R. L. (1984). Essentials of Behavioral Research: Methods and Data Analysis. New York: McGraw-Hill.

Ross, D. E. L.,&Iso-Ahola, S. E. (1991). Sightseeing tourists’ motivation and satisfaction. Annals of Tourism Research, 18(2), 226–237.

Roth, P. and Langemeyer, A., (1996). Cultural tourism in Germany, Cultural Tourism in Europe, CABI, Wallingford.

Rust, R.T. and Zahorik, A. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, Vol. 69 No.2, 193-215.

Schofield, P. (2000). Evaluating castle field urban heritage park from the consumer perspective: Destination attributes importance, visitor perception, and satisfaction. Tourism Analysis, 5 (2-4), 183-189.

Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites. Tourism Management, 16(5), 361-365.

Sirgy, J.M. (1984). A social cognition model of consumer satisfaction / dissatisfaction. Psychology and Marketing, 1(summer), 27-44.

Shaw, G. and Williams, A. (2004). Tourism and Tourism Spaces, London: SAGE Publications.

Scottish Tourist Board (1994). Scottish Tourism- Strategic Plan. STB, Edinburgh.

Sofield, T.H.B. & Li, F.M.S. (1998). Tourism development and cultural policies in China. Annals of Tourism Research, 25 (2), 362-392.

Studienkreis für Tourismus (various years) Reise analyse. Studienkreis für Tourismus, Starnburg.

Thorsby, D. (2000). “Conceptualizing heritage as cultural capital” in Australia Heritage Commission (2001) ‘Heritage Economics, Challenges for Heritage Conservation and Sustainable Development in the 21st Century’, Conference proceedings, Canberra: Australia National University, 4 July.

Tighe, A.J. (1986). The art/ tourism partnership. Journal of Travel Research, 24(3), 2-5.

Timothy, D. J. and Boyd, S. W. (2003). Heritage Tourism, Essex: Pearson Education Limited.

Tyrrell, T.J. and Johnston, R. J. (2003). Assessing expenditure changes related to welcome center visits. Journal of Travel Research, 42 (August), 100-106.

United Nations Educational, Scientific and Cultural Organisation- UNESCO (2003) Baltic cultural tourism policy paper, Estonian, Latvian and Lithuanian National Commissions for UNESCO 2001-2003, [Online], Available from: http://www.unesco.ee/dok/bct_full.soc , June 16.

Virginia Department of Historic Resources (1998). Tourism Handbook: Putting Virginia’s to Work. Richmond, Va.

Wager, J. (1995). Developing a strategy for the Angkor World Heritage Site. Tourism Management. 16 (7), 515-523.

Waitt, G. (2000). Consuming heritage perceived historical authenticity. Annals of Tourism Research, 27(4): 835-862.


Weber K. 1996. The assessment of tourist satisfaction using the expectancy disconfirmation theory: a study of the German travel market in Australia. Pacific Tourism Review, 14: 35–45.

Whipple, T. W., & Tach, S. V. (1988). Group tour management: Does good service produce satisfied customers? Journal of Travel Research, 27(2), 16–21.

White, N.R. and White, P.B. (2004). Travel as transition-identity and place. Annals of Tourism Research, 31 (1), 200-18.

World Heritage (UNESCO). (2010). Melaka and George Town, Historic Cities of the Straits of Malacca, [Electronic Version], 2008, from http://whc.unesco.org/en/list/123, May 7.

Yavuz, N., Baloglu, S., & Uysal, M. (1998). Market segmentation of European and Turkish travelers to North Cyprus. Anatolia, 9(1), 4–18.

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.

Yu, L., & Goulden, M. (2006). A comparative analysis of international tourists’ satisfaction in Mongolia. Tourism Management, 27, 1331-1342.

Zhang, M. & Fang, B.S. (2006). Tourism handicraft commercialization and authenticity. Journal of Folklore Research, 2.

Zeppel, H. & Hall, C. (1992). Arts and heritage tourism. In Weiler, B. & Hall, C. (eds.). Special Interest Tourism. London: Belhaven, pp.47-68.