Journal of Contemporary Issues in Business and Government

Abstract

Tunku Abdul Rahman Marine Park (TARMP) in Sabah, Malaysia is made up of five
beautiful islands worthy of attention from domestic and international tourists owing to
the richness of natural resources that the visitors could not resist. As a result, the
perceived hedonic and utilitarian values will eventually influence the intention of the
visitors to revisit this destination in the future. Many studies have been conducted to
understand visitor revisit intention in relation to hedonic and utilitarian values at
shopping malls, restaurants, or hotels; however, further studies are yet to be conducted
in the context of tourist destinations, especially Marine Park. Hence, this study aims
to examine the perceived hedonic and utilitarian values of visitors and their revisit
intention to Tunku Abdul Rahman Marine Park. A set of 146 questionnaires was
distributed to the domestic tourists using a convenience sampling technique and the
results showed that that the hedonic and utilitarian values are among the factors of
motivation that attract the visitors to revisit TARMP. This study contributes to new
perspectives of visitor revisit intention, especially in the context of tourism. This
study also offers practical implications for the tourism board to plan the marketing
strategies to attract more visitors to TARMP in the future.