Conclusion and Future Trends

between store quality and store patronage satisfaction was signifi cant β = 0.613, p 0.01, f 2 = 0.375; and the path coeffi cient between store patronage satisfaction and repatronage intention was signifi cant β = 0.651, p 0.01, f 2 = 0.424. The construct OSL explained about 1 of the variance of interior design and 3 of social factor, respectively. The constructs social factor and interior design explained about 32 of the variance of store quality. The construct store quality explained about 38 of the variance of store patronage satisfaction. The construct store patronage satisfaction explained about 42 of the variance of repatronage intention.

7.6 Conclusion and Future Trends

The study found partial support for the relationship between the perception of store atmosphere and OSL. Specifi cally, OSL is associated with the perception of interior layout and social factors in Perth, and the extent of the relationship is very low. A possible explanation is that shoppers have a high degree of familiarity with the stores. The majority of respondents 95.1 had visited the store before the survey was conducted. Familiarity may cause these shoppers to fi nd most of the store atmosphere factors less stimulating. Another possible explanation is that OSL may infl uence how shoppers decide on their shopping goals. This study also fi nds that the perception of store quality is strongly associated with that of store atmosphere. Particularly, it is associated with interior layout and social factors. Therefore, this study confi rms that shoppers take their store quality cues from the store environment cues, but they do not utilise all store environment cues to form their perceptions of store quality. The study fi nds that shoppers give different meanings to the components of the store atmosphere in relation to the perception of store quality. Therefore, retailers in Perth should pay attention to social factors and interior layout, as these elements emerge as the most important components. As regards the relationship between store patronage satisfaction and cognitive responses, satisfaction is strongly affected by the perception of store quality. In this study, the relationship between repatronage intention and store patronage satisfac- tion is confi rmed. Parasuraman et al. 1988 suggest that the shoppers’ evaluation of service quality could infl uence satisfaction. Consequently, retailers in Perth should put attention to store quality as it infl uences store patronage satisfaction which in turn affects repatronage intention. While the present study contributes to our knowledge of OSL, in-store experience and retail outcome, it has several limitations. Firstly, the literature reveals that the mediating responses which are induced by store atmosphere are emotional, cogni- tive and physiological in nature Bitner 1992 . This study only focuses on cognitive responses, comprising the perception of merchandise quality and service quality. Secondly, as a result of using real retail settings rather than experimental ones, some factors such as pre-existing image, pre-existing emotional state and pre- existing mood could not be controlled in this study. Lastly, this study may suffer from the effect of memory recall. balitrulyyahoo.com References Baker J 1986 The role of the environment in marketing services: the consumer perspective. 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J Inf Technol Theory Appl 112:5–40 Wahlers RG, Etzel MJ 1985 Vacation preference as a manifestation of optimal stimulation and lifestyle experience. J Leis Res 174:283–295 Ward JC, Bitner MJ, Barnes J 1992 Measuring the prototypicality and meaning of retail environ- ments. J Retail 682:194–219 Zimmer MR, Golden LL 1988 Impressions of retail stores: a content analysis of consumer images. J Retail 643:265–293 Tjong Budisantoso is a lecturer of marketing at James Cook University, Singapore, campus. He received International Postgraduate Research Scholarship IPRS from the Government of the Commonwealth of Australia in 2002. He has intensive researches in branding and retailing. Chun Meng Tang is a lecturer at James Cook University, Singapore, campus. His major research areas include IS information systems evaluation, strategic IS, IS business alignment and digital innovation. He has received research grants, published journal papers, conference papers and book chapters, as well as edited various books. Adrian Bradshaw is employed as a lecturer of business at JCU, Singapore. He has a background in computer science and physics and a career in information technology management, administra- tion and support before attaining his PhD in management. He has a keen interest in qualitative research and the application of qualitative methods to business management, knowledge manage- ment and information systems development. Abhishek Bhati is responsible for overseeing academic governance and administration and intro- ducing strategies to enhance student experience for the College of Business, Law and Governance programmes offered in the Singapore campus. He has worked in the education industry with lead- ing providers for more than 14 years. He is particularly interested in the impact of tourism on the economy as well as social sustainability. His PhD thesis studies tourist vandalism, motivation factors of a vandal’s behaviour and effectiveness of stakeholder responses. His other projects include incorporating “work integrated learning” WIL-based learning strategies in tertiary education. His recent project involved implementing WIL in university curriculum. balitrulyyahoo.com 113 © Springer Science+Business Media Singapore 2016 P. Mandal, J. Vong eds., Development of Tourism and the Hospitality Industry in Southeast Asia , Managing the Asian Century, DOI 10.1007978-981-287-606-5_8 Chapter 8 Understanding Dark Tourism Acceptance in Southeast Asia: The Case of WWII Sandakan–Ranau Death March, Sabah, Malaysia Meltina Masanti Abstract Recently, the idea of dark tourism has grown to be part of tourism fasci- nation, and the trend has spiked to an increasing number of people traveling to visit places where battles, massacres, and evil deeds were carried out in the past. Despite the increasing demand of dark tourism visitation, Malaysia among other countries in Southeast Asia is still very careful on branding and promoting its potential attrac- tion as “dark tourism” site. Based on the WWII Sandakan–Ranau Death March, this preliminary study is intended to understand through conceptualizing the local com- munity acceptance toward the potential dark tourism development in Sabah, Malaysia. The study argues that due to the local community custom, belief, and culture, the exploitation of grief, death, and dark tragedy in the past as dark tourism attraction, with the intention of satisfying touristic experience, is less acceptable. It is also suggested that the acceptance factors among the local community have infl u- enced the decision and perspective in exploring and branding a potential site as dark tourism attraction. Keywords Dark tourism • Malaysia • Sandakan–Ranau Death March • Local com- munity • Cultural acceptance • Southeast Asia

8.1 Introduction