Exploring International Tourists Travel Motivation by Pull Factors an Empirical Study on Malaysia (original) (raw)

2018, 1st International Digital Conference on Modern Business Management and Social Science

The purpose of this paper is to develop a scale to determine key dimensions that influence the choices of international tourists’ destinations. This paper provides significant contribution as tourism has become Malaysia’s third largest source of foreign exchange income, and accounted for 7% of Malaysia’s economy. A mixed methodology approach via the use of phenomenological interviews and self-administered questionnaire were used. Structure equation modeling (SEM) revealed seven dimensions influencing tourists’ choices which are food, safety, people, place, price, hygiene and language. Bootstrapping analysis showed that satisfaction mediated the relationship between food, place & likelihood of future visit. Similarly, word-of –mouth mediated the relationship between satisfaction and the likelihood of future visits.