Destination Image on Theory of Reason Action on Intention to Visit World Monument Funded Site (Kampung Cina River Front, Kuala Terengganu)

Abstract

In line with the aggressiveness of Tourism and Cultural Minister of Malaysia promoting Visit Beautiful Terengganu 2017 through the campaign exhibitions and promotions via website and other social media during the opening ceremony at the Beach Festival, Terengganu is able to attract 5.5 million tourists to visit Terengganu in 2017. World Monument Fund (WMF) has been established with its role protecting and preserving the world important artistic treasure. Even there are many studies have been conducted regarding the intention to visit, but most of them are looking at the world heritage sites, or other places outside Malaysia. There is a lack of study focusing on Kampung Cina River Front as it also has a great value in the eyes of the WMF organization. This Study used Theory of Reason Action to understand the importance and explore what are the factors that could lead the international tourists to visit Kampung Cina River Front. The quantitative approach using self-administered questionnaires from 155 travelers approached, 123 agreed to be the respondents. Data was analyzed using Smart PLS software version 3.2.6. The impact of this study concludes that with good community support, Kampung Cina River Front should be a very good reason for tourists to visit. This WMF site offers many other attractions such as food varieties, beautiful scenery along the river front and also the location is just beside Pasar Payang which is the famous market in this area. Kampung Cina River Front can be a great place of interest and the number of tourists will be increased in the future.