MEASURING TOURIST PROPENSITY TO VISIT

Melaka is a popular tourism destination in Malaysia. It has developed over 500 years of trading and cultural exchanges in the Straits of Malacca. Melaka becomes more outstanding when it was listed in the UNESCO World Heritage Cities List under “Historic Cities in the Straits of Malacca ” on 7th July 2008. Such listing implied Melaka is indirectly belongs to all people of the world, irrespective of the territory on which they are located. Apparently, visitors are bringing different characteristics that may result pleasant or unpleasant attitude and behaviour. Every year government spends a lot of money to enhance cultural and heritage tourism activities in Melaka while tourism players are heavily promoting the destination to capture more visitors. However, do visitors who visiting Melaka have favourable attitude and behaviour? What would be their future behavioural intentions towards the destination? Therefore, the aims of this study are to identify the visitors ’ attitude and behaviour during visiting Melaka and to indicate their future behavioural intention towards the destination. The study was revealed that visitors have pleasant attitude and behaviour during travel to Melaka. Moreover, they also have positive behavioural intention to revisit and recommend Melaka to the others. Discovering visitors