Travel Reference
In-Depth Information
In line with that, Jang and Cai (2002) suggested
that destination marketers need to build a secure
fit between their destination attributes and the
motivations of their target markets through effec-
tive marketing and promotional programs. In addi-
tion, in terms of the role of push and pull factors
in the destination choice of tourists, the tourism
literature emphasizes the importance of both push
and pull factors in shaping tourist motivations
and therefore in choosing holiday destinations.
According to Crompton (1979), travel motivations,
including push and pull factors have a significant
impact on the decision to choose a destination.
Further, Yuan and McDonald (1990) identified
five push factors which are escape, novelty, pres-
tige, enhancement of family relationships, and
relaxation/hobbies. Pull items included budget,
culture and history, nature, ease of travel, cos-
mopolitan environment, facilities, and hunting.
Differences found among the four countries were
culturally defined. They concluded that, although
individuals may travel for similar reasons, reasons
for choosing certain destinations and the level of
importance attached to each factor might differ.
Table 2. Factor analysis on travel motivation
(domestic).
Factor Loading
1
2
Push Factors
Escape from the routine of work or life
.775
Do something exciting
.721
Reduce stress
.702
Away from home
.683
Relax and doing nothing at all
.657
Pull Factors
Safe destination
.781
Low budget
.765
Reliable weather
.743
Available attraction
.684
Eigenvalues
4.8
4.2
% of variance
26.41
21.14
Cumulative variance (%)
26.41
43.28
Cronbach's alpha score
.87
.85
Kaiser-Meyer-Olkin
0.89
3 METHOD
3.1
Sampling and data collection
There were 1,435,091 domestic outbound move-
ment recorded by Malaysia in 2012 (WTO, 2012).
Based from Sekaran (2003), it is suggested that the
sample size for more than 1 million populations
is 384 units. Convenience sampling was used to
acquire a large number of completed question-
naires swiftly and economically (Zikmund, 2003).
A self-administered questionnaire was used to
collect data at the Kuala Lumpur International
Airport (KLIA) and Low Cost Carrier Termi-
nal (LCCT) in Kuala Lumpur. The information
was collected during different departure flights,
days, and times to reduce bias. The tourists were
approached at the international departure halls
with the assistance of KLIA personnel.
The questionnaire was validated by a pilot study
and adjusted in content and structure based on
the content validity and reliability. Research items
validated through exploratory factor analysis tech-
nique (EFA) to ensure the instrument used is valid.
The EFA was widely used to gather information
on the variables interrelationship. In this process,
all items were gathered and captured in a different
pattern of correlation.
Test of Sphericity shows statistical significance with
the Kaiser-Meyer-Olkin value of 0.89, exceeding
the recommended value (Hair, Anderson, Tatham
and Black, 1998). From the Varimax-rotated fac-
tor matrix, two factors representing 47.55 percent
of the explained variance were extracted from 18
variables. The results showed the alpha coefficient
for all three factors ranged from 0.85 to 0.87.
Table 2 reports the 18 attributes factor analy-
sis on travel motivation (domestic) resulted in 8
attributes in two component groupings. For the
first factor grouping named Push Factors, they
are “escape from the routine of work or life”, “do
something exciting”, “reduce stress”, “away from
home” and “relax and doing nothing at all”. For
the second factor grouping named Pull Factors,
they are “safe destination”, “low budget”, “reli-
able weather” and “available attraction”. Table 2
shows the result of the EFA procedure on travel
motivation (outbound) items. The Barlett's Test
of Sphericity shows statistical significance with
the Kaiser-Meyer-Olkin value of 0.91, exceeding
the recommended value (Hair, et al., 1998). From
the Varimax-rotated factor matrix, two factors
representing 53.89 percent of the explained vari-
ance were extracted from 18 variables. The results
showed the alpha coefficient for two factors ranged
from 0.85 to 0.89.
Table 3 reports the 18 attributes factor analy-
sis on travel motivation (outbound) resulted in
3.2
Exploratory factor analysis
The table below shows the result of EFA practice
on travel motivation (domestic) items. The Barlett's
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