The intention to revisit the heritage sites and culture in Malacca among the young generation in Malaysia

The heritage and culture city of Malacca is one of the Malaysia’s most popular attractions for domestic and international tourists. It has a mixture of heritage attractions that correspond to its status as one of the World Heritage Sites (WHS). Therefore, the intention of tourists to revisit the heritage sites need to be analyzed to determine its strengths and weaknesses as the heritage city of Malacca.The intention of revisiting the
heritage sites is closely correlated to attitude, subjective norm, perceived behavioral control, overall image and customer satisfaction as pillars to developing economy and social activity. This study investigates the intention to revisit heritage sites and culture in Malacca among the young generation in Malaysia. In the implication of time intervals, young generation cognitive toward heritage tourism and culture might vary according to the flexibility of time. In order to improve the intention to revisit, this study seeks and
decide either these variables could be better managed or not between the attitude, subjective norm, perceived behavioral control, overall image, customer satisfaction and the intention to revisit. To achieve the objective of this research, a quantitative study was carried out. The total respondent in this study was conducted through online surveys with 198 respondents who has revisit to the heritage sites and culture in Malacca. For the analysis of data, reliability test and Pearson correlation would be used. As a result, our analysis showed high positive correlation between attitude, subjective
norm, customer satisfaction and intention to revisit. Surprisingly, the effect of perceived behavioral control and overall image upon tourist revisit intention was showed moderate positive correlation. We conclude that attitude, subjective norm, and customer satisfaction increases the intention to revisit.