Factors influencing tourist to engage with cultural tourism in Malaysia

Cultural tourism is an essential industry in helping to increase the interaction between the existing cultural diversity as it establishes and reinforces an identity for a country. The aim of this study is to identify the factors that influencing tourists to engage with cultural tourism in Malaysia. Hence, this study investigates the direct and indirect factors of tourist engagement through satisfaction levels on the tourist destinations. Data is collected from the cooperation of the tourist to help provide insights into the development of the cultural tourism industry in Malaysia. To investigate tourist engagement, this study exerts Statistical Package for the Social Sciences (SPSS) that comprised of descriptive analysis and correlations. Moreover, a literature review proved that uniqueness, campaign and promotion, and accessibility were the main factors for tourists to start off and continuously engage with the cultural tourism industry. The result shows the higher mean score is 4.3842 which is the Uniqueness, and the most significant factor from the independent variables is Uniqueness between tourist engagement with cultural tourism in Malaysia.