Determinants of tourist perception towards responsible tourism: A study at Malacca world heritage site - Theory and Practice in Hospitality and Tourism Research - page 273

aspect of building and cultural environments of
Malacca as the heritage site.
The government should be aware of the respon-
sible tourism practice at Malacca as a World Herit-
age Site. In order for them to practice, they need to
allocate some fund accordingly based on the mar-
ket segment that has been recognized within this
research. They also can focus on the advertising
campaign to foreign and local tourist in order to
increase the number of arrivals.
The methodology used can be further enhanced
by using structural equation modeling (SEM) that
can establish a model as depicted in the theoreti-
cal framework which can be viewed holistically. In
conclusion, based on the hierarchical regression
models, the study found that the cultural and envi-
ronment factors has a significant impact towards
responsible tourism at Malacca World Heritage
Site while experience and role of government fac-
tors are not significantly associated with responsi-
ble tourism.

Datzira, J., and Masip., (2006). Cultural Heritage Tour-
ism—Opportunities for Product Development: The
Barcelona Case, Journal Tourism Review , Vol 61,
No 1.
Duncan, I. (1995). Tourism development: The role of
government. Wellington: New Zealand Institute of
Economic Research.
Goodwin, H., (2005). Responsible Tourism and the Mar-
ket, Occasional Paper No. 4.
Goodwin, H., and Francis, J., (2003). Ethical and respon-
sible tourism: Consumer trends in the UK, Journal of
Vacation Marketing , Vol. 9, No. 3, pp. 271-284.
Goodwin, H, Stuart Robson and Sam Higton (2004).The
International Centre for Responsible Tourism.
Langen, K.C., (2006). Responsible tourism management
at world heritage site.
Loannides, D., (1995). Planning for International Tour-
ism in Less Developed Countries: Toward Sustainabil-
ity, Journal of Planning Literature, Vol 9, pp. 235.
Merwe, M.V.D., and Wocke, A., (2007). An investiga-
tion into responsible tourism practices in the South
African hotel industry, Journal of S.A fr. J. Business
Management, pp. 38(2).
Murray, N., Foley, A., and Lynch, P., (2010). Under-
standing the tourist experience concept The RIKON
Group, School of Business, Waterford Institute of
Technology.
Stankovic, S.M., (1991). The Protection of Life Environ-
ment and Modern Tourism.
Zeppel, H., and Hall, C.M., (1992).Arts and Heritage
Tourism. Special Interest Tourism., Belhaven Press :
London.
Zoë Chafe (2005) Consumer Demand and Operator
Support for Socially and Environmentally Respon-
sible Tourism The International Ecotourism Society
CESD/TIES Working Paper No. 104.

REFERENCES

Bramwell, B. & Lane, B. (2008), A. 2005. 'Priorities in
sustainable tourism, Journal of Sustainable Tourism.
Buyong E, Rajiani I (2011),7th Global brand conference
of the Academy of Marketing's Brand, Brand, Iden-
tity and Reputation: Exploring, creating new realities
and fresh perspectives on multi-sensory experiences,
corporate identity and reputation SIG April 5th-7th
2011.