Effective Interpretation Using Various Media Toward Mindfulness: A Case Study of Malacca

Journal of Heritage Tourism, 10(3), 263–279, 2015

32 Pages Posted: 20 Jul 2018 Last revised: 21 Sep 2018

See all articles by Shuhaida Noor

Shuhaida Noor

Universiti Sains Malaysia (USM)

S. Mostafa Rasoolimanesh

Universiti Sains Malaysia (USM) - School of Housing, Building and Planning

Mastura Jaafar

Universiti Sains Malaysia (USM) - School of Housing, Building and Planning

Date Written: January 1, 2015

Abstract

Effective interpretation among visitors to heritage sites contributes towards achieving sustainable tourism. Mindful visitors are more likely to be interested in being educated and learning about a site; therefore, mindfulness can play a key role in the formation of effective interpretations. Diverse media communicates with visitors in different ways and has various effects which can improve mindfulness among heritage site visitors. This study aims to investigate the effects of three different media, namely exhibitions, guided tours (GT) and printed materials (PM) on enhancing mindfulness. A questionnaire was developed and administered to approximately 200 visitors at 6 heritage sites across Malacca City in Malaysia, which was recognised as a UNESCO World Heritage Site in 2008. Partial least-squares structural equation modelling was used to analyse the data. The findings revealed that PM were the most effective medium in improving mindfulness among visitors to the selected heritage sites, followed by exhibitions. The results also indicated that GT did not have any significant effect on improving visitor mindfulness. These findings can assist organisations responsible for the management of heritage sites to improve the mindfulness of visitors by identifying the most efficacious forms of media.

Keywords: interpretation; media; mindfulness; heritage sites; communication factors

Suggested Citation

Noor, Shuhaida and Rasoolimanesh, S. Mostafa and Jaafar, Mastura, Effective Interpretation Using Various Media Toward Mindfulness: A Case Study of Malacca (January 1, 2015). Journal of Heritage Tourism, 10(3), 263–279, 2015. Available at SSRN: https://ssrn.com/abstract=3192021

Shuhaida Noor

Universiti Sains Malaysia (USM) ( email )

Jalan Sungai Dua
Minden, Penang 11800
Malaysia

S. Mostafa Rasoolimanesh (Contact Author)

Universiti Sains Malaysia (USM) - School of Housing, Building and Planning ( email )

No.1
Jalan Taylor's
Subang Jaya, Selangor 47500
Malaysia

Mastura Jaafar

Universiti Sains Malaysia (USM) - School of Housing, Building and Planning ( email )

Minden, Penang 11800
Malaysia

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