A factor analysis of tourist satisfaction on heritage tourism attractions in Melaka

This study examines the factors that influence the tourists’ satisfaction on heritage tourism in Malacca. Factor analysis was performed on 49 variables to identify and categorize items subfactors of the overall travel and security, destination image, cleanliness, facilities support, product diversification and infrastructure. The Value Kaiser-Meyer-Olkin Measure (KMO) was at 0.784, resulting a strong factor of satisfacton on heritage tourism. Factor analysis was then used to identify correlations between factors. Results demonstate that factors with have a highcorrelation were placed in the same category according to priority. Six of these factors indicate the high cumulative variance of 55.77% and a large eigenvalue of more than 1.0. Cronbach s Alpha was also high at α 0.6 and 0.000 significant. The higher the value eigenvalue then placed within a factor of 1, the next factor of 2, 3 factors, factor 4, factor 5 and 6 factors.