The Rich Heritage And Culture Of Penang Tourism Essay Essay Example

The Rich Heritage And Culture Of Penang Tourism Essay Essay Example The Rich Heritage And Culture Of Penang Tourism Essay Essay The Rich Heritage And Culture Of Penang Tourism Essay Essay Penang frequently referred to as Pearl of the Orient is one of Malaysia s most visited tourer finishs. The rich heritage and civilization of Penang is really much reflected within its beautiful edifices and landmarks. Backpacker travel has become a favourite travel form for those who are capable of going independently. However, small has done so far in the backpacking land. The motive factors for travel will so be explored in two specific attacks. First, motive is examined more closely with mention to the demands and wants to go ( the push factors ) and 2nd, in footings of the appealing properties of Penang ( the pull factors ) . Goossens ( 2000 ) stated that push motivations have been utile for explicating the desire to travel on a holiday, while pull motivations have usefully explained the pick of finish. The formations of backpacker motive leads to a better apprehension of how push and pull factors influence Penang growing as an international touristry finish. Problem statement Harmonizing to Sorensen ( 2003 ) , South East Asia is the most popular part for international backpacker and that backpackers are ( future ) pillars of society. Even so, few figures document the growing of backpacker touristry, although it is estimated that backpackers account for 8 % of international tourers to Australia classs of conventional touristry statistics ( Loker-Murphy and Pearce 1995 in Sorensen, 2003 ) . However, in stead of quantitative verification, backpacker development can be seen turning with a figure of backpacker guidebooks such as Alone Planet and service substructure such as budget adjustment. Despite the fact that backpackers market in Penang can be developed into going an international backpacker touristry finish, small is known about the factors that influence tourer s trials, more specifically, backpackers determination to see Penang. Almost wherever it is feasible, authorities are actively prosecuting touristry growing in their states ( Scheyvens, 2002 ) . Governments are peculiarly interested in international touristry, believing that international touristry brings their states legion economic benefits including employment chances, concern development and foreign exchange net incomes. In footings of developing new markets in Malaysia, the focal point has been on international mass tourers. Musa and Lee ( 2008 ) suggested that touristry governments in Malaysia should happen ways to section its market and place new niche market sections so that the demands of tourers can be better satisfied. Herein, a section that has been mostly discouraged by touristry contrivers, no n merely in Malaysia, but besides in a figure of South-east Asiatic states is the backpacker section. This is supported by Ateljevic and Boorne ( 2004 ) , saying that authoritiess were frequently negative or impersonal every bit far as encouraging backpacker touristry was concerned. It has besides been hard to pull out backpackers from arrival statistics in order to gauge accurately the size and importance of this market. This probe seeks to foreground the demand for national and international research on backpackers by supplying some historical apprehension of this signifier of budget touristry and some nucleus informations on what motivates a backpacker to go. Furthermore, an scrutiny of the current literature on backpacker emphasiss that surveies tend to concentrate on the economic significance and impacts of backpacker touristry. Small systematic empirical research has been conducted to lend to an apprehension of the features, motives and behaviors of backpackers. Harmonizing to Richards and Wilson ( 2004 ) comparatively small empirical research was done on the immature independent traveller or the backpacker market. Besides, surveies have tended to associate to finishs such as Australia and South Africa. To aim Penang as an international backpacker touristry finish, it is hence critical to understand the motive of backpackers, specifically on what are the factors that pushed them to go and at the same time, what factors pushed them that create their purposes in taking Penang as their favourable backpacking finish. The fundamental of their motives which draw their perceptual experience of Penang as their finish lead to their travel determination devising. And this in return contributes to the state s development. Traditionally, push motivations have been usefully explained the desire to travel on a holiday, while pull motivations have usefully explained the pick of finish ( Cook, Yale A ; Marqua, 2006:43 ) . Analyzing the push and pull factors promises a better apprehension for touristry participants to advance and market Penang as an international backpacking touristry finish. The push and pull factors provide a utile attack for analyzing the motivational factors underlying tourer a nd trial behavior ( Kim, Lee A ; Kleosky, 2003 ) and therefore, resulted in their travel finish pick. Research aims To find the push factor that motivated a backpacker to go. To find the pull factors that Penang has that motivated backpacker to go. To place the relationship between finish pick and determination devising. Research inquiries What are the push factors that influenced backpackers determination to take a finish as their travel pick? What are the pull factors of Penang that influenced backpackers determination in taking Penang as their finish? What are the relationship between finish pick and determination devising? 1.3 Variables and suggested relationship among variables Independent Variable Determinants of travel ( Push factor ) Destination property ( Pull factor ) Destination-choice Dependent Variables Decision-making Made by backpackers whether to take Penang as their backpacking finish Figure 1: Variables used in this survey Definitions of footings Backpacking touristry Defined as an drawn-out, multi-destination travel, enduring several months or old ages, and is typically undertaken by Western young persons ( Noy, 2004 ) . Backpacker Tourism Research Australia defines a backpacker as a visitant who stayed at least one dark in backpacker/hostel adjustment during travel in Australia . Backpacker is characterized by budget-conciousness and a flexible touristry manner, with most participants going entirely or in little groups ( Scheyvens, 2003 ) . Motivation Can be described as the drive force within persons that impels them to action. This driving force is produced as a consequence of an unrealized demand ( Schiffman A ; Kanuk, 2000 ) . Push factors These factors describe how persons are pushed by motives variables. In other words, push motives are related to the tourer s desire, internal or emotional facets ( Yoon A ; Uysal, 2005 ) . Pull factors Pull factors refer to those forces that influence a individual s determination about of which specific finish is selected. Pull factors may be extremely personal every bit good as more generalised ( Kim Lee A ; Klenosky, 2003 ) . Finish attributes A uniquely complex merchandise of the touristry industry, consisting among other factors, an country s clime, substructure and superstructure, services and natural attractive forces ( Kim, 1998 ) . Decision doing Leads to the concluding pick of a travel finish which is influenced by a figure of psychological ( internal ) and non-psychological ( external ) variables ( Dellaert, Etterma A ; Lindh, 1998 ) . Destination pick Tourist s choice of a finish from a set of options which is determined by assorted motivational factors ( Hsu, Tsai and Wu, 2009 ) . Boundary lines Small sample size due to miss of work force and limited fund This restriction occurred when samples are targeted entirely at backpackers at Penang and hence, the surveies represent merely the motives of a little group of backpackers peculiarly in Penang merely. Data aggregation could non done with a large sample size as deficiency of work force to roll up informations and to administer questionnaires could non be done. As a consequence, generalisation could non be made and holistic consequence could non be achieved since the sample size is non diversified. In future, a survey possibly conducted in a larger population. Very few information on backpackers arrival in Penang every bit good as in Malaya Tourist reachings Numberss normally do non include backpacker reachings. In a statistic from the hotel tenancy rate, informations were merely gathered from hotel evaluation of one to five stars which excluded budget adjustments such as backpacker hostel and guesthouse. As a consequence of this, the exact figures of backpacker reaching in Penang could non be retrieved. Cooperation from budget adjustment proprietor seems to be hard Guesthouse proprietor sometimes do non give cooperation and they do non allow research to be done with their invitees in regard of their guest privateness. Cooperation from guesthouse proprietor is earnestly needed as targeted respondents would be backpackers and that research is conducted in the guesthouse if allowable. 1.6 Significance of survey The determination of this survey is indispensable because: It provides a agency for authorities to advance Penang as an international backpacker touristry finish. It is of import to analyze the push and pull motive factors in order to understand the demands and wants and therefore, advancing Penang consequently. Determine the best property of Penang that can pull backpackers. Acknowledge the factors that contribute to backpacker determination in taking Penang as their backpacking finish. Identify the parts of backpackers to Penang s local development. This survey is an geographic expedition that will assist academicians, practician, every bit good as determination shapers to be after effectual and efficient pattern to supply practical service quality solution toward run intoing client s satisfaction, demands and wants. 2.0 Review of related literature This chapter reviews the literature in the context of this survey. It presents the literature and information about travel motives specifically in this survey, push and pull factors which motivated backpackers to take up backpacking trip. These relationships are farther explored into how the factors influence their determination devising. The relationships between destination-choice and determination devising are farther explained below and eventually with a decision. 2.1 Motivation Motivation has been referred to as psychological or biological demands and wants, including built-in forces that arouse, direct, and incorporate a individual s behaviour and activity. This is strongly supported by Lee, Chen and Hua ( 2005 ) , saying that there must be a motive for each traveling form since it guides the activities of an single since motive maintain the activity traveling toward a certain accomplishment to predate interior bosom tracking. Different type of travellers exhibit important differences. Assorted people embark on journey for different grounds, and these experiences mean different things for them ( Uriely, Yonay A ; Simchai, 2002 ) Therefore, motive is considered to be the driving force that dominate the traveling form in order to fulfill one s desire and to increase self value. Peoples travel with different intents harmonizing to their demands and wants, and these demands and wants affect their motive to go. Correia et Al. ( 2007 ) agreed to this point and farther elaborate that people decide to go for different grounds and motivations which is perceived as forces to cut down a province of tensenesss. Determining the factors that influence people s pick of finish derived from the motive that one has. Harmonizing to Hsu et Al. ( 2009 ) , travel motive has been an of import country of survey in the touristry literature. The survey in this paper is based on the motive construct of push and pulls factors. As motive is a dynamic construct it may change from one individual to another, from one finish to another and from one decision-making procedure to the following. The push and pull factors provide a utile attack for analyzing the motives underlying tourer motive and how it influences the determination doing procedure as to whether take a peculiar finish as their backpacking finish pick. Lam A ; Hsu ( 2006 ) identifies that the underlying thought of the push and pull theoretical account is the decomposition of an person s pick of a travel finish into two forces. The first force pushes a tourist manner from place that derived from the general desire to travel and be someplace else, without stipulating where that may be. The 2nd force is of a part specific enticement that pulls a tourer towards a finish and are chiefly related to the sensed attraction of a finish ( Bansal A ; Eiselt, 2004 ) . These forces describe how persons are pushed by internal variables and how they are pulled by travel finish attributes. Lam and Hsu ( 2005 ) illustrated that the several push and pull factors of travel are due to the internal motivations of an person and the external forces of a finish. These factors guide people s attitudes and these attitudes so lead to behavioral purposes of taking a travel finish. The push motives have so been utile for explicating the desire for travel, while the pull motives were used to exemplify the existent property of a peculiar finish pick. 2.1.1 Determinants of travel as push factors Push factors have been conceptualized as motivational factors or demands that arise due to a disequilibrium or tenseness in the motivational system ( Kim, Lee A ; Klenosky, 2003 ) and they had since became the determiners of travel. Push factors are internally generated thrusts doing tourer to seek for marks in objects, state of affairss and events that contain the promise of cut downing prevailing thrusts ( Gnoth, 1997 ) . Yoon and Uysal ( 2005 ) confirmed the old statement, lucubrating that push motives are related to tourers desire either internally or emotionally. The force of push factor pushes an single off from place and efforts to develop a general desire to go without stipulating where that may be. The basic push motives for travel among tourers are a mixture of geographic expedition, exhilaration and relaxation. Richards and Wilson ( 2004 ) , nevertheless, argued that backpackers are motivated by experiential factor, unlike tourers who are more likely to be in hunt of rel axations. Backpackers in peculiar tend to underscore on points related to see seeking and are less concerned about relaxation. Push motives can be seen as the desire for flight, remainder and relaxation, freshness seeking and exhilaration. As Yoon and Uysal ( 2005 ) stated, tourers may go to get away everyday and hunt for reliable experiences. The thought that tourers may go to get away modus operandi of mundane life may presume their trip as a ground to get away from personal or interpersonal environment ( Kim, Lee and Klenosky, 2003 ) . Backpackers frequently report feelings of dissaisfaaction with their place societies and the force per unit areas of mundane life ( Maoz, 2007 ) and they by and large see travel as a signifier of flight and as a opportunity for personal growing and a hunt of significance. By get awaying their mundane environment, a individual can go forth behind the personal and/or interpersonal universe with assorted grounds, such as personal jobs, problems, troubles and failures or the day-to-day interpersonal universe ( Ross and Iso-Ahola, 1991 ) . Mansfeld ( 2002 ) explained the causal relationship between stimulations, in this instance, push factor and determination on where to travel based on an analysis of the motivational phase which reveals the manner in which people set ends for their finish pick and how these ends are so reflected in their finish pick. In a survey of motive of backpackers in South Africa, Niggel and Benson ( 2008 ) confirmed that push factor of flight was extremely important in which it ranked the 3rd most of import push. Harmonizing to Maoz ( 2007 ) , backpackers besides attempt to get away from a really mercenary, stressed and rough society to happen safety in an reliable, pure, relaxed and aboriginal finish. Complexity, freshness and diverseness are every bit good of import actuating factors in the pick of activities and finishs ( Atljenic A ; Doorne, 2004 ) . For case, the public-service corporation acquired by a determination as a consequence of its ability to elicit wonder, supply freshness and/or to fulfill a desire of cognition can be seen reflected in a sustained civilization of North American pupils desire to research Europe in a back pack travel manner during summer vacations ( Bansalt A ; Eiselt, 2004 ) . Benson ( 2008 ) stated that the demand to research and larn as wonder and the hunt for the significance of the universe as innate and cardinal thrusts proved to be most important to backpackers. Lepp A ; Gibson ( 2004 ) clarified that sing a fresh finish may be one manner of reconstructing psychological balance. Freshness seeking might be associated with an person s life style or environment features. Besides freshness seeking, backpackers primary motive for travel may every bit good be to seek experiences of escapade and genuineness. The hunt is construed non as a affair of leisure, but as a meaningful, experiential desire that may indue the person s individuality with a richer and fuller experience. As Noy ( 2004 ) discussed in his surveies, backpacker is besides be viewed as an authenticist tourer as they insist on seeking untasted and good finish. 2.1.2 Destination attributes as pull factors Kim, Lee A ; Klenosky ( 2003 ) conceptualised the facts of pull factors as associating to the characteristics, attractive forces, or properties of the finish itself. The pull factors force an single towards a finish due to specific enticement ( touchable and intangible cues ) that attract people to recognize the demands of a peculiar travel experiences ( Lam A ; Hsu, 2006 ) in which it measures the finish s ability to pull attractive forces. Each finish has its ain properties to offer from a broad scope of merchandises and services that acts as a enticement. Emotions and feelings about finish attributes likely motivate tourers to be after a trip ( Goossens, 2000 ) . Destination attributes may excite and reenforce push motives because people are pushed by motive variables into doing travel determinations. Harmonizing to Gnoth ( 1997 ) , pull factors are generated by the cognition about end properties which an person holds. The usage of the listing of finish properties harmonizing to Bansalt and Eiselt ( 2004 ) from which travel motivations are inferred act as an external force to an person and it influences where people travel, given the initial desire to go. Destination attributes could be many and differ from one finish to another and tourers were granted the chance to take from the set of finishs. The comparative importance of finish properties varies consequently to the initial motivational factors, in footings of their travel intent ( Kim, Lee A ; Klenosky, 2003 ) . Preference sets and finish properties harmonizing to Kozak ( 2002 ) can be matched to specific psychographic profiles of tourers. For illustration, the flight relaxation backpackers may fit their finish pick with penchant for finish with night life and amusement. Mansfeld ( 2002 ) noted that it is good documented in surveies that on the travel motive of tourers that random and irrational motive can alter the full manner of measuring properties that eventually leads to destination choice. The image of a topographic point is an holistic concept which derived from attitudes towards the finishs perceived touristry properties. Backpackers do non take, but instead, the properties are possessed and backpackers use perceptual experience of properties as input factors to measure public-service corporation ( Um A ; Cromp ton, 1990 ) . Practical concerns such as increased media exposure and safer, speedier and more comfy travel may be the factors act uponing the entreaty of finishs. Ads are directed towards possible tourers trying to prise and entice these tourers out of their places at the same clip, advancing a specific finish. The utility of this construct is to pattern the intangible intrinsic desires of a tourer to travel on holiday ( Kozak, 2002 ) and to excite and reenforce built-in push motives. 2.2 Relationship between destination-choice and decision-making Most surveies of tourers travel pick reference tourers finish picks as the cardinal component in decision-making ( Dellaert, Ettemas A ; Lindh, 1998 ) . Richards and Wilson ( 2004 ) emphasised that decision-making procedure of backpackers is significance for touristry market as a whole. Harmonizing to Gnoth ( 1997 ) , consumers based their determinations about finishs on the properties, installations and experiences that they anticipate. At the really root of every finish pick is the assignments of public-service corporation values to assorted parts of the finish option and these parts are so referred to as finish property. The image and attitude dimensions of a topographic point as a travel finish are likely to be critical elements in the finish pick procedure, irrespective of whether or non they are the representations of what that topographic point has to offer ( Um A ; Crompton, 1990 ) . As a cardinal component in the travel decision-making procedure, tourers determinations are complex multi-faceted determinations in which the picks for different elements are interrelated. Assorted forms of tourer flows yield consequences from a differential choice-process that derives from a assortment of tourer demands, outlooks and background ( Mansfeld, 1992 ) . The determiners of whether to take depend on their perceptual experience that in the terminal, act upon their pick. Harmonizing to Hsu, Tsai A ; Wu ( 2009 ) , finish pick can be conceptualised as a tourer s choice of a finish signifier a set of options and that choice is determined by assorted motivational factors. Therefore, finish pick is the apogee of a combination of the thrust and anticipation factors. Goossens ( 2000 ) pointed out that push and pull factors have to be incorporated in the motivational mechanism that triggers the finish pick procedure. In add-on to motive, causal factors such as the handiness of clip, economic resources and old experiences may every bit good act upon the procedure of finish pick. This reflects the demand to optimise benefits within the restraints of disposable clip and money. The destination-choice of tourers as with many other sorts of picks involves a grade of uncertainness. One can leave a more realistic importance of both rational and irrational elements that influence the determination procedure and its effects. Mansfeld ( 1992 ) explained the holiday sequence which is really much controlled by both push and pull factors, where tourer is foremost motivated by given push factors to take a holiday. Having been so motivated, the person has to do a determination whether to travel on jaunt or to remain at place. This determination is based on an appraisal of single restraints as good the predominating economic state of affairs. If the determination is to set about a trip, the remainder of the determination procedure is channeled through the phases of information assemblage, riddance of options and eventually, the existent finish pick. An analysis of motivational phase can uncover the manner people set ends for their finish pick. Destination direction could either advance properties that best lucifer tourer motives or concentrate on a different market where tourer motives and finish resources match each other. Therefore, the determiners of touristry info hunt procedure comprise the grade of assorted push and pull factors associated with the finish during the decision-making procedure. The comparative importance of motivational factors resulted from assorted forms of tourer yielded consequences from a differential pick procedure that derived from a assortment of tourer demands, outlook and backgrounds ( Mansfeld, 2002 ) . 2.3 Decision Push and pull factors should non be viewed as being wholly independent of each other, but instead as being basically related. In peculiar, internal factors drive travel while external factors attract backpackers. In make up ones minding where to travel, backpackers should take in to consideration assorted pull factors which correspond adequately to their push motives. Therefore, placing influential factors is indispensable in make up ones minding where the finish of one s travel will be. The finish pick procedure is hence related to tourers appraisals of finish properties and their sensed public-service corporation ( Kozak, 2002 ) . 3.0 The analysis of informations The intent of this chapter is to supply an apprehension of the method of aggregation and the relevant analytical issues to be addressed. It presents informations needed and informations aggregation technique, questionnaire design, trying technique and information analysis. 3.1 Data needed and the agencies to obtain informations Data needed in this survey was far making whereby it needs to fit several aims. First, it must be able to supply penetrations into understanding of travel motive ( push and pull factors ) on tourers. Second, it must be able to prove the relationships between variables utilizing the statistical agencies. Finally, the chosen research design must run into cost and clip considerations in position of types of information required and the handiness of resources. For the intent of this survey, different methods of informations aggregation have been utilised such as the assemblage of secondary informations and primary informations through questionnaires study. 3.1.1 Secondary Data Collection The aggregation of secondary informations for the survey was chiefly from published articles, studies, diaries or books relevant to the field of survey. The information include one-year studies, known published paperss from earlier surveies and relevant authorities paperss. Huge and dependable sum of electronic informations through had been easy retrieved from the cyberspace. These informations were downloaded from reputable and dependable resources to help research worker in the readying of this survey. 3.1.2 Primary Data Collection The aggregation of primary informations for this survey involves an on-site self-administered questionnaire at three different vicinities. The questionnaire consists of three subdivisions, viz. subdivision A, B and C. Section A covered demographic inquiries of backpackers sing Penang. Close-ended inquiries are used to obtain background information such as age, gender, monthly income, educational makings, matrimonial position and business position. Section B covered inquiries on push factors while Section C covered inquiries pull factors that influenced backpackers trial to Penang with a five- point likert graduated table. 3.2 Sampling Technique 3.2.1 Study population and sample size This survey will be conducted at Batu Ferringhi, and in between the territory of Chulia Street and Love Lane. These vicinities are chosen because they are located in the town country and can be accessed easy. The targeted population of the study is invitees remaining in budget adjustment, including international and domestic backpackers, who stayed in guesthouse, backpackers lodge and inn during the informations aggregation period. The targeted population of this survey involves entirely backpackers sing Penang and the survey will be conducted within a month. The population chosen will be indiscriminately selected from invitees remaining at any budget adjustment within the mentioned country. A sum of 900 questionnaires will be distributed and 300 questionnaires are to be distributed in the mentioned three vicinities which are ( one ) Batu Feringghi, ( two ) territory of Chulia Street and ( three ) Love Lane. 300 questionnaires will be distributed indiscriminately at each country, doi ng a sum of 900 questionnaires at the three cumulative countries. Out of the 300 questionnaires given at a peculiar vicinity, merely 169 will be used every bit sample as for some questionnaires may be uncomplete and hence, those questionnaires will so be excluded. 3.2.2 Sampling technique The trying method that will be used in this research is convenience trying choice ( unrestricted chance trying ) . The choice of participants for a survey is based on their propinquity to the research worker and the easiness with which research worker can entree the participants. Questionnaires were distributed at random at the three vicinities. The first 10 yearss, questionnaire a figure of 225 questionnaires are to be distributed in within the vicinity of Chulia Street. The undermentioned 10 yearss a figure of 225 questionnaires will be distributed in the vicinity of Love Lane whereas the staying 225 questionnaires will be distributed during the last 10 yearss at Batu Feringghi. Datas Analysis To place both push and pull factors that influence decision-making as stated in sub-problem one and two, informations will be analyzed with the Statistical Package for the Social Sciences ( SPSS ) . Descriptive statistics such as simple frequences and average evaluations will be computed on travel motives amongst backpackers going to Penang. To analyze the overall differences between degrees of socio-demographic variables in push and pull factors, a multivariate analysis of discrepancy ( MANOVA ) process will be conducted. Is statistical analysis is found, a follow-up one manner ANOVA trial will Bonferroni multiple comparings rectification or t-tests will be later undertaken to analyze the important differences between social-demographic subgroups ( stand foring different degrees of age, business, instruction, gender and income ) on the push and pull factors. However, if important differences in one-way trials occur, Duncan s multiple scope trial will be used to analyze the beginning of differences across the respondent subgroups. Finally, to analyze the 3rd bomber job which is placing the relationship between finish pick and determination devising, Pearson s correlativity coefficients will be computed to place the grade of interrelatednesss among the two dimensions.