4th International Conference on Tourism Research 2014

(4ICTR)

SHS Web of Conferences Volume 12 (2014)

Kola Kinabalu, Malaysia

9 - 11 December 2014

Editor:

M. A. Othuman

ISBN: 978-1-63439-659-2 Printed from e-media with permission by:

Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571

Some format issues inherent in the e-media version may also appear in this print version.

This work is licensed under a Creative Commons Attribution license: http://creativecommons.org/licenses/by/2.0/ You are free to: Share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercial. The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. The copyright is retained by the corresponding authors.

Printed by Curran Associates, Inc. (2015)

For additional information, please contact EDP Sciences – Web of Conferences at the address below.

EDP Sciences – Web of Conferences 17, Avenue du Hoggar Parc d'Activité de Courtabœuf BP 112 F-91944 Les Ulis Cedex A France

Phone: +33 (0) 1 69 18 75 75 Fax: +33 (0) 1 69 28 84 91 [email protected]

Additional copies of this publication are available from:

Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571 USA Phone: 845-758-0400 Fax: 845-758-2634 Email: [email protected] Web: www.proceedings.com TABLE OF CONTENTS

The Effects of Senses of Direction on Wayfinding Behaviors: Evidence from Biking Tourists ...... 1 J. Lin, C. Ho, K. Ngan, J. Tu, W. Weerapaiboon

A Critical Analysis on Evolution of Branding Destination in Langkawi Island ...... 8 M. Yusof, H. Ismail, R. Omar

Community Participation and Barriers in Rural Tourism: A Case Study in Kiulu, Sabah...... 15 N. Paimin, S. Modilih, S. Mogindol, C. Johnny, J. Thamburaj

Internal Market Orientation Framework as a Source of Improving Service Quality within the Malaysian Hotel Industry ...... 22 J. Lahap, N. Said, K. Rose, N. Sumarjan, Z. Mohi

Potential of Homestay Tourism Based on Seaweed Cultivation from the Views of Seaweed Cultivators in District of Semporna Sabah, East Malaysia...... 30 R. Hussin, S. Yasir, V. Kunjuraman

A Review of Cogent Reflection on the Economic Impact Assessment of Conferences – MICE Tourism...... 41 J. Kumar, K. Hussain, F. Ali

Mobile Tourism Guide in the Context of Thai National Parks: The Effects of Mobile Design Qualities in TAM2 ...... 50 N. Trakulmaykee, P. Benrit

Review of Literature of the Rural Heritage Tourism Destination...... 58 A. Kadi, M. Jaafar, F. Hassan

Romance of Experience, Satisfaction and Behavioral Intentions: An Empirical Examination of International Delegates in Academic Conferences...... 65 F. Ali, K. Hussain, N. Ragavan

Community-Based Rural Tourism: A Proposed Sustainability Framework...... 73 K. Kayat

The Forgotten Shrines: General Masaharu Homma – General Tomoyuki Yamashita Execution Shrines Depicting History, Significance, and Deterioration as a Study for Heritage and Cultural Tourism Attraction Management and Development in Los Banos, Laguna...... 80 J. Mercado

Disaster Preparedness of Hotel Industry Abroad: A Comparative Analysis...... 89 A. AlBattat, A. Som

The Development of Thung Fa Bot Weekend Market into Cultural Tourism Attraction in San Pa Tong District, Chiang Mai Province ...... 97 T. Phuwanatwichit

Cave Tourism: The Potential of Asar Cave as a Natural Tourism Asset at Lenggong Valley, Perak ...... 105 M. Rindam

Analysis of Tourism Resource Dependency on Collaboration among Local Governments in the Multi- Regional Tourism Development ...... 114 D. Ha, S. Choi, Y. Kwon, H. Kim

Impact of Service Quality of House Wedding Events on the Service Value and Satisfaction ...... 122 S. Kim, M. Lee

A Comparative Study on Evaluating the Service Quality Attributes based on Kano Model: A Case of Low-Cost Carrier and Full-Service Carrier...... 129 H. Byun, B. Lee, J. Rye

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition...... 137 N. Shin, H. Kim, S. Lim, C. Kim

How Tourist Destinations Could Be Stereotyped and Misplaced by Structural Forces? - A Case of Penghu Archipelago, Taiwan...... 144 H. Tu, S. Su

Sustainable Mountain Tourism: An Analysis of Bosnia-Herzegovina’s Wine Tourism and its Future ...... 152 J. Hudelson

Kota Bharu Islamic City – The Concept of a New Cultural Tourism Product...... 158 M. Nasir, I. Salleh

A Competitive Model of Lenggong Valley as a Rural Heritage Destination in Malaysia ...... 166 N. Aziz, M. Jaafar, F. Hassan, A. Kadi

Langkawi Island, Social Aspect and the Carrying Capacity...... 175 D. Mohamad, M. Jaafar, A. Marzuki

Sustaining Tourist Satisfaction on Mount Kinabalu, Sabah ...... 182 H. Talib, J. Lian, T. Mereng

Enhancing Visitor Experiences Using Thematic Interpretation in Park Guiding Service in Sarawak National Parks ...... 189 V. Amin, M. Yok, M. Omar

Evaluating the Impact of Regional Marketing Projects on the Development of Regions from Different Stakeholder Perspectives...... 199 K. Kunze, H. Schramm-Klein

Factors Affecting Tourist Satisfaction: An Empirical Study in the Northern Part of Thailand...... 207 S. Suanmali

Road Infrastructure and Road User’s Satisfactions: A Case Study of Motorway Route 7, Thailand...... 216 S. Suanmali, K. Chankao, V. Ammarapala

Eco-Cultural Tourism: A Tool for Environmental, Cultural and Economic Sustainability (A Case Study of Darap Village, West Sikkim) ...... 223 L. Cajee

The Architectural and Cultural Heritage of Sabah - The Rungus Longhouse...... 232 A. Bahauddin

Length of Stay and Tourism Facility Assessment: The Viewpoint of Malaysian Tourists at Langkawi ...... 244 M. Jaafar, M. Khoshkam

Philippine Tourism: Evolution towards Sustainability ...... 253 C. Pilapil-Anasco, J. Lizada

Community-Based Ecotourism: The Transformation of Local Community...... 261 N. Pookhao

Tourists, Expatriates and International Retirees: An Empirical Evidence from Malaysia...... 269 C. Tan, S. Ho

Host Community’s Social and Cultural Capital for Ecotourism Development in Indonesia ...... 277 E. Rachmawati

Ethno-Tourism Research in Lovozero, Murmansk Region, Russia ...... 285 A. Aleksandrova, E. Aigina

Medical Tourism Destination SWOT Analysis: A Case Study of Malaysia, Thailand, Singapore and India...... 293 K. Wong, P. Velasamy, T. Arshad

Transdiciplinary Research as the Peace Prospective for Community Based Village Tourism: An Example of Machhapuchhre Model Trek in Western Nepal ...... 301 P. Upadhayaya

Tourism, Health and Income in Malaysia...... 308 C. Chan-Fatt, A. Abdul-Rahim

The Development of Teaching and Learning Innovation by Using Instructional Media for Enhancement of Learning Achievement towards Tourism Product Knowledge in Tourism Marketing Class...... 314 P. Somnuek

International Tourists Interest in Street Vendors Souvenirs: A Descriptive Study...... 321 D. Tong

The Consequences of Natural Crises on Tourism Destinations: A Case Study of the City of Petra in Jordan...... 328 B. Maaiah

Managing Indigenous Minority Groups in the Tourism Industry: An Exploratory Case Study in Southern Laos ...... 336 H. Kuwahara

Enhancing Local Community’s Involvement and Empowerment through Practicing Cittaslow: Experiences from Goolwa, South Australia...... 343 E. Park, S. Kim

Barriers to Local Residents’ Participation in Community-Based Tourism: Lessons from Houay Kaeng Village in Laos...... 350 S. Kim, E. Park, T. Phandanouvong

Mirror or Masquerade? On Representational Ethics in Cultural Heritage Museology And Tourism ...... 358 R. Campbell

Comparing Destination Image and Loyalty between First-Time and Repeat-Visit Tourists ...... 369 M. Mohamad, N. Ghani

Transformation to Eco-Agri Tourism: The Case of Casile, Cabuyao City, Laguna, Philippines ...... 381 T. Tuzon, L. Hilao, I. Marana, K. Villalobos, E. Garcia, M. Medallon

Analysis of the Involvement and Impressions of the Local Community on the Tourism Development of Ilocos Norte...... 389 C. Orpia

Learning the Greatness of Mother Nature Festival Tourism: A Case of Loy Krathong Water Festival in Thailand ...... 398 S. Thadaniti

Tourist Arrivals to Sabah by Using Fuzzy Forecasting...... 404 Z. Tarmudi, T. Saibin, N. Naharu, N. Tamsin

An Evaluation of Snorkeling Experience in Pulau Payar Marine Park, Kedah, Malaysia ...... 412 N. Salim, B. Mohamed

Costume Development Model for Tourism Promotion in Mae Hong Son Province, Thailand ...... 423 A. Sarobol

Haunted Headwaters: Ecotourism, Animism, and the Blurry Line Between Science and Spirits...... 429 G. McCann, Y. Hsu

Tourism as a Catalyst for Local Economic Development in the Transkei Wild Coast, South Africa ...... 436 L. Ntonzima, M. Binza, I. Ferreira

The Diversity of Ecology and Nature Reserves as an Ecotourism Attraction in Jordan ...... 441 J. El-Harami

Religiously Motivated Travel and Rural Tourism in Vhembe District of South Africa ...... 451 A. Gyekye, E. Oseifuah, T. Nethengwe, F. Sumbana, G. Dafuleya

Rail Travel: Conceptualizing a Study on Slow Tourism Approaches in Sustaining Rural Development ...... 460 F. Noor, V. Nair, P. Mura

Cultural Heritage Tourism in Malaysia: Issues and Challenges ...... 469 N. Ismail, T. Masron, A. Ahmad

The White Lion Volunteer Program in South Africa: A Study of Volunteer Needs...... 477 T. Boretti, F. Fairer-Wessels

Case Studies Approach in Tourism Destination Branding Research...... 486 S. Adeyinka-Ojo, V. Nair, C. Khoo-Lattimore

Promoting Food Safety and Food Security in Rural Tourism Destination...... 494 N. Sikhiram

The Impact of Sustainable Tourism and Good Governance on Biodiversity Loss in Malaysia ...... 502 B. Din, M. Habibullah, W. Choo

Emergency Management for Disasters in Malaysian Hotel Industry...... 512 A. AlBattat, A. Som, A. Abukhalifeh

Gender Differences in Perceived Importance and Performance of Penang Island Attributes...... 519 S. Omar, G. Abooali, B. Mohamed, D. Mohamad

Spatial Analysis of International Tourist Movement to Langkawi for 2010 and 2011 ...... 528 N. Basiron, A. Ahmad, T. Masron

Community-Based Tourism - Option for Forest-Dependent Communities in 1A IUCN Protected Areas? Cameroon Case Study ...... 536 S. Burgin, E. Zama

Man-Made Wildlife Tourism Destination: The Visitors Perspective on Lok Kawi Wildlife Park, Sabah, Malaysia...... 546 B. Fatt, C. Johnny, S. Bakansing

Chenang Beach and its Crowding Capacity: A Malaysian Perspective ...... 555 D. Mohamad, A. Marzuki

Sustainable Tourism Related SMEs through Strategy Identification ...... 562 M. Jaafar, M. Khoshkam, M. Rashid, N. Dahalan

Ethnic Tourism: A Case Study of Language and Culture Preservation of the Bateq Indigenous Group of Orang Asli in Peninsular Malaysia ...... 570 S. Lah

The Empowerment of Orang Asli Women in the Tourism Industry in Lenggong, Perak...... 577 F. Yahaya, L. Yahaya

Retaining Access to Key Tourist Assets for Local Residents: A Case of Mount Kinabalu...... 584 C. Bidder, R. Polus

Purposeful Travel to Nepal: An Ethnographic Study of the Eudemonic and Hedonistic Experiences of Volunteers ...... 592 S. Curtin

Hikers’ Motives for Choosing a Hiking Trail - Evidence from the Czech Landscape Protected Areas ...... 600 M. Antouskova, J. Mikulec, A. Kolarova

Human Resource Management Practice Tourism and Hotel Industry...... 607 S. Hrout, B. Mohamed

The Role of Destination Attributes in Islamic Tourism...... 613 M. Battour, M. Ismail

Tourism Development from the Perspectives of Sustainability in Melaka State...... 621 A. Alam, A. Er, H. Begum

A Study on the Relationship between Customer Satisfaction and Employee Service Delivery at Sutera Sanctuary Lodges’s Front Office Department at Kinabalu Park, Kundasang, Sabah, Malaysia...... 629 A. Kalasa, C. Christopher

Appreciating a World Heritage Site using Multisensory Elements: A Case Study in Kinabalu Park, Sabah, Malaysia...... 640 R. Zainol

Visitor Perceptions on the Impacts of Tourism Activities, Development and Infrastructure on the Environment of Perhentian Islands...... 649 M. Ramdas, B. Mohamed

An Influence of Outdoor Recreation Participants’ Perceived Restorative Environment on Wellness Effect, Satisfaction and Loyalty...... 658 J. Kim, J. Lee, N. Kim

Issues of Safety and Security: New Challenging to Malaysia Tourism Industry...... 665 N. Ayob, T. Masron

Corporate Diversification and Firm Performance: Evidence from Asian Hotel Industry ...... 675 C. Ooi, C. Hooy, A. Som

Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions ...... 682 S. Noor, H. Kuthoos

Sustainable Highland Development through Stakeholders’ Perceptions on Agro EcoTourism in Cameron Highlands: A Preliminary Finding ...... 691 A. Ariffin, Z. Ali, R. Zainol, S. Rahman, A. Hua, N. Sabran

Entrepreneurship as a Catalyst for Rural Tourism Development...... 697 N. Sharif, K. Lonik

Reducing Structural Violence through Entrepreneurial Tourism: Case Study in Hambantota District, Sri Lanka...... 705 D. Shammika, J. Jayasinghe

Intellectual Property and the Tourism Industry: From ACTA Protests towards a Restrictive Interpretation of Innovation Regulations ...... 714 A. Speriusi-Vlad

Comparing the Awareness of a New Donation System and Willingness to Pay of Japanese and International Climbers at Mount Fuji ...... 720 T. Jones, K. Yamamoto

Local Sabahans’ Satisfaction with Level of Access to Mount Kinabalu...... 726 C. Bidder, R. Polus

Tourism Development and Planning at a Local Authority Level: A Case in Manjung, Perak, Malaysia...... 733 N. Saad, S. Khalid, N. Abidin

A Review of SCUBA Diving Impacts and Implication for Coral Reefs Conservation and Tourism Management...... 741 S. Abidin, B. Mohamed

Community Involvement in Tourism Development: A Case Study of Lenggong Valley World Heritage Site ...... 749 N. Khadar, M. Jaafar, D. Mohamad

An Assessment on Destination Characteristics: The Case Study of Pulau Perhentian...... 756 M. Muhibudin, B. Mohamed

Public Tourism Infrastructure: Challenges in the Development and Maintenance Activities...... 764 S. Abdullah, A. Razak, M. Jaafar

Rural Tourism at its Peak: Socio-Cultural Impacts towards Host Communities of Kinabalu Park, Sabah (Malaysian-Borneo)...... 772 T. Tangit, A. Hasim, A. Adanan

Authenticity of Ficus Hispida as a Local Traditional Product in the Lembah Lenggong World Heritage Site...... 780 S. Aziz, Z. Zakaria, Z. Mohammad

Long Journey Travel to Tourist Destination: A Review Paper...... 786 N. Shahrin, A. Som, J. Jusoh

Perceptions of Local Communities on the Economic Impacts of Tourism Development in Langkawi, Malaysia ...... 792 N. Bakri, M. Jaafar, D. Mohamad

Empowering Local Communities through Tourism Entrepreneurship: The Case of Micro Tourism Entrepreneurs in Langkawi Island ...... 801 A. Nordin, K. Lonik, M. Jaafar

Tourism Development Plan for Nova Lima, MG/BR: A Case Study ...... 810 A. Porto, M. Knupp, P. Phenee

Consciousness towards Socio-Economic Impact Propensity: The Langkawi Island...... 818 N. Khadar, M. Jaafar, D. Mohamad

Author Index