INFLUENCE OF NEW MEDIA ON LANGKAWI AS A HERITAGE DESTINATION: A GENDER COMPARISON

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Published: Jan 23, 2025
DOI: https://doi.org/10.48161/qpj.v5n1a40
Keywords:
tourists’ intention, gender, social media, online travel review, short video platforms

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Yang Yashu
Bachelor of Honours in Hospitality and Tourism Management ,Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia
https://orcid.org/0009-0006-0580-6080
Ahmad Syarafuddin Shamsul Amri
Bachelor of Honours in Hospitality and Tourism Management Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia.
https://orcid.org/0009-0001-2355-671X
Rozzana Ihsanuddin
School of Hospitality and Creative Arts , Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia.
https://orcid.org/0000-0003-1611-4726
Noraihan Mohamad
Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia.
https://orcid.org/0000-0001-9815-7070

Abstract

This study examines the influence of new media on tourists’ intention to visit Langkawi as a heritage destination, with a focus on gender differences. Specifically, it investigates the effects of social media, online travel reviews (OTRs), and short video platforms on tourists’ decision making and emotional engagement. A quantitative approach was employed, with data collected from tourists who have visited or plan to visit Langkawi and have interacted with new media. Multiple regression analysis indicates that all three digital platforms significantly enhance travel intention, with OTRs showing the strongest effect. The model explains 45.9% of the variance in travel intention, and no multicollinearity issues were detected. Independent samples t-tests reveal no significant gender differences in travel intention. These findings suggest that new media play a critical role in shaping tourists’ travel decisions to heritage destinations, regardless of gender.

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Issue
Vol. 5 No. 1 (2026)
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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