Citation

Lam, Jason Mun Soon and Makhbul, Zafir Khan Mohamed and Abd Aziz, Norzalita and Ahmat, Mohd Amirul Hafidz (2022) Incorporating multidimensional images into cultural heritage destination: does it help to explain and analyse better? Journal of Cultural Heritage Management and Sustainable Development. ISSN 2044-1266

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Abstract

The present study aims to examine and explain cultural heritage destination by applying multiple dimension image model (cognitive–affective–conative aspects). Design/methodology/approach A total of 233 international heritage-based tourists were surveyed on-site at some of the most prominent historical attractions in Malacca, one of the first cities in Malaysia declared as a UNESCO World Heritage Site. The covariance-based structural equation modelling was applied to examine the hypotheses. Findings The structural equation modelling validated that cognitive image aspects such as living culture, intangible and tangible are affected positively. The effects are statistically significant for conative and affective images. On the other hand, cognitive tangible image is an aspect that impacted affective image to a lesser degree than conative image. Whereas affective image attributes were found to have significant and positive influence on conative image. Originality/value This study enriches the limited empirical research study on heritage image conceptualisation by expanding into tri-component model. The destination image has garnered a great deal of attention, particularly due to its significant and impactful influence on the decision-making and the sustainable behaviour of tourists, and it has since become the subject of many studies in the tourism and hospitality literatures. But most research concerning heritage image for destinations has considered the construct uni-dimensionally.

Item Type:	Article
Uncontrolled Keywords:	cultural heritage
Subjects:	G Geography. Anthropology. Recreation > G Geography > G1-922 Geography (General)
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	03 Nov 2022 01:51
Last Modified:	03 Nov 2022 01:51
URII:	http://shdl.mmu.edu.my/id/eprint/10227

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