Young tourist motivation to participate in cultural and heritage festival in Malacca

In recent years, tourism is having lots of event which has marked change in Malaysia. One of the event that can attract the local and international tourist to Malaysia is cultural and heritage festivals event. The growth and expanding of a cultural and heritage festival can be described on the growth of people who come to the event. The positive acceptance from the tourist especially the young tourist either the local or the international can ensure the sustainable of the cultural and heritage for future generation. This study has been conducted to identify the factors affecting the young tourist motivation to participate in cultural and heritage festival in Malacca. The push factors (gaining knowledge and social enhancement) and pull factors (culture exploration and accessibility) were studied to achieve the objective of the study. A set of the questionnaire has been use as a collecting data method and was distributed to 150 respondents among of the young tourist who had participated in cultural and heritage festivals in Malacca. The data was analysed by using Statistical Packages for Social Science (SPSS) software version 22.0.0. As a conclusion the push and pull factors give a high influence towards young tourist motivation to participate in cultural and heritage festivals.