Youth Motivations and Revisit Intention in Cultural Heritage Tourism: A Kelantan Perspective

Abstract

This study examines the push and pull motivational factors influencing youths’ revisit intentions to cultural heritage destinations in Kelantan, Malaysia. Push motivations considered include rest and relaxation and knowledge seeking, while pull motivations focus on heritage characteristics and site accessibility. A quantitative approach was employed, with data collected through an online questionnaire survey targeting Malaysian youths aged 15 to 24. From 198 responses, 159 were retained for analysis. Using IBM SPSS, reliability tests, descriptive statistics, and Pearson correlation analysis were conducted. The findings reveal that both push and pull motivations significantly influence revisit intention, underscoring the importance of understanding youth travel behavior within the cultural heritage tourism context. The study provides valuable insights for destination managers and policymakers in developing effective strategies to enhance the attractiveness and sustainability of cultural heritage tourism in Kelantan.

Keywords: Cultural heritage tourism, Kelantan attractions, Push–pull motivations, Revisit intention