Factors that motivate students at Universiti Malaysia Kelantan to participate in cultural and heritage tourism

Culture and heritage are particularly important in tourism at all levels since it has emerged as a form of alternative tourism among international and domestic tourists. Although youth has been recognized as one of the main contributors for tourism industry, but their role for cultural and heritage tourism is generally underestimated. Therefore, the purpose of this study is to investigate the factors that motivate students in Universiti Malaysia Kelantan to participate in cultural and heritage tourism in Malaysia. This study looks into the role of education, social media and personal attitudes towards student’s motivation to engage in cultural and heritage tourism. Using convenience sampling, 388 data were gathered through online survey from students in Universiti Malaysia Kelantan. Quantitative analysis using SPPS were employed to analyze the data. The finding shows that education, social media and attitude are significant factors that lead to students’ motivation to participate in cultural and heritage tourism. This study adds better understanding of the factors that encourage students participation and allow industrial players in cultural and heritage tourism to strategize their marketing to this market segment. For future research, factors such as scenic value and social value can be added in addition to educational value.