Travel Reference
In-Depth Information
M. Hafiz, N. Aminuddin, M.R. Jamaluddin & M.N.I. Ismail
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia
ABSTRACT: The purpose of this study is to classify the determinants of Malaysian tourist intentions
for outbound travels, paying exceptional attention on the motivations aspect. The success of destina-
tions marketing should be supported by strong demand for inbound and domestic tourism demand. The
importance of outbound market has drawn scholars' interests in understanding tourists' motivation to
travel overseas. Malaysian tourists can be categorized as a quality visitor with ample purchasing power.
Even with heavy promotion of 'Cuti-Cuti Malaysia' by the tourism authority, their desire to travel abroad
is still soaring. Therefore, it is essential to inspect the divergence between outbound and domestic travel
motivation of Malaysian tourists. Data gathered from self-administered questionnaire at Kuala Lumpur
International Airports (KLIA) and Low Cost Carrier Terminal (LCCT). Exploratory factor analysis
employed to validate the research dimension. The study reveals that there is a combination of pull factors
and push factors differing between domestic and outbound groups. The overall findings of this study
provide valuable information for the government generally Ministry of Tourism as well as tourism-related
organizations to improve their products, facilities and services to be offered to tourist especially among
domestic market.
Keywords
:
Malaysia; motivation; push; pull; domestic; outbound
1 INTRODUCTION
billion in 2012. With the latest 'Malaysia is Truly
Asia' tagline promoted by Tourism Malaysia and
the expected 30 million tourist arrivals in 2014
based on the Visit Malaysia Year 2014 campaign,
the promotional effort is forecasted to be a success
(UNWTO, 2012).
However, in spite of exceptional growth in
inbound demand, diminutive amount of research
has been undertaken on the outbound tourism
development. Lately, Malaysian had been in a bet-
ter place to travel abroad due to the improving
economy, elevated purchasing power and weaken-
ing foreign currencies (British Pound and USD).
In addition, the offering of a growing number of
both medium and long haul flights, mostly by low
cost and premium carriers (e.g., AirAsia, MAS
and FireFly), encouraging Malaysians to travel
overseas (Hanafiah & Harun, 2010).
UNWTO (2012) reported outbound tourism
has a favourable position in the global market,
with the number of trips anticipated growing at the
rate of 3 percent per year. Furthermore, the ever
growing number of aircraft and routes introduced
will enhance the potential for outbound tour-
ism. Based on the table below, outbound tourism
expenditure registered the outflows of RM25.67
billion in 2012 as compared to RM21.34 billion in
2011 and RM9.09 billion in 2005. The outbound
tourism expenditure propelled by country-specific
The Malaysian tourism industry started broadening
in the late 1980's and early 1990's. Inferior currency,
sustainable promotion and political steadiness
factors made Malaysia one of the world's most
popular tourist destinations. With a market share
of 70 percent, West Asia, East Asia and ASEAN
countries are Malaysia's most notable tourist mar-
ket in 2012. Neighboring countries such as Singa-
pore, Indonesia, and Thailand are the three main
tourist suppliers in Malaysia, with a total market
share of 55 percent. In addition, the inbound
western tourist statistic is ever skyrocketing, hav-
ing Australia, United Kingdom and America in
the top ten positions of Malaysia tourist arrivals
(UNWTO, 2012).
An exclusive tourism promotional campaign,
'Visit Malaysia Year', was further introduced to
foster the inbound demand. The government allo-
cated more funding for advertising, upgrading
tourist destinations and infrastructure, as well as
on marketing promotions in leading source mar-
kets in preparation for the Visit Malaysia Year. As
a consequence of the campaign (1990, 1994, 2000
and 2007), total visitor arrivals increased from
7.4 million in 1990 to 20.9 million in 2007 and 25
million in 2012. Tourism receipts also recorded a
positive hike from RM4.5 billion 1990 to RM60.6
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