Malaysian Tourists Motivation, Involvement of Southeast Asia Tourist: A Case Study of Singapore and Bangkok
Published: 2019
Author(s) Name: Daniel L. Spears, Bharath M. Josiam, Pitchayapa Virojphan & Amanda Ooi |
Author(s) Affiliation: Assoc. Prof. - Hospitality & amp; Tourism Management, Univ. of North Texas Denton, Texas, USA
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Abstract
Tourism in Southeast Asia is a very popular past
time activity with strong government support
for tourism within Association of Southeast Asian
Nations (ASEAN) countries. These destinations
consist of Singapore and Bangkok, Thailand, as
well as others by Malaysian tourists. Therefore,
it is of interest to examine the travel behavior
of Malaysian tourists who visit these destinations
for tourism. The impetus this research is to better
understand how a select group of tourists from
Malaysia perceive their experiences factors
influencing motivation. The purpose of this study
is to explore the involvement of Malaysian tourists
towards a select part of Southeast Asia:
Singapore and Bangkok, Thailand. A total of 394
usable surveys were collected from a sample of
Malaysian tourists in the city of Kuala Lumpur.
The study identified that Malaysian tourists are
mostly young well-educated adult females with
a high level of involvement in tourism and tend
to travel alone or with families. Involvement to
travel and the selection of the travel destination
were multi-faceted. Malaysian tourists indicated
high motivation to revisit and recommend
Singapore and Bangkok to friends and relatives.
Keywords: Tourism, Malaysian Tourists, Southeast Asian Countries, Singapore, Bangkok, Involvement.
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