Travel Reference
In-Depth Information
Table 3. Factor analysis on travel motivation
(outbound).
Table 4. Descriptive findings on travel motivation
(domestic).
Factor Loading
Mean
S.D
1
2
Push Factors
Escape from the routine of work or life
3.84
0.743
Push Factors
Social status
Do something exciting
3.83
0.817
.812
Reduce stress
3.81
0.854
Experience new/different lifestyles
.735
Away from home
3.97
0.746
Impress my friends and family
.711
Relax and doing nothing at all
3.65
0.695
Be together with my family
.695
Pull Factors
Safe destination
Enjoy shows and entertainments
.687
4.12
0.759
Beautiful environment, scenery, beaches
.654
Low budget
3.78
0.767
Reliable weather
4.04
0.694
Pull Factors
Modern atmospheres
Available attraction
4.17
0.718
.821
Available activities
.803
Outstanding scenery
.784
Based on the Table 4, looking into factors iden-
tified as push attributes, the study claimed that the
needs to escape from the routine of work or life,
to do something exciting and to reduce stress are
among important motives which trigger the need
to travel domestically. Crandall (1980) argued
that people travel with specific motives to explore
themselves and to improve the kinship relation-
ship. The pull attributes, on the other hand, indi-
cate that Malaysia is a safe destination, lower
budget and understandably have attraction avail-
able. This clearly shows that Malaysia has a variety
of offerings which could potentially improve the
demand for domestic tourism by capitalizing on
its heritage, natural attractions, food and culture.
The abundance and diversity of tourism resources
are widely recognized as an essential tourism asset
for the country to develop its tourism industry.
Besides, the country is also seen as an affordable,
safe destination with friendly image and hospitable
local people.
Based on the items identified as push factors in
Table 5, the social status, impress friends and fam-
ily and new/different lifestyles are among notable
motives which induce the need to travel. This sub-
stantiation is consistent with Crandall's evidence
that people travel with specific motives to gain pres-
tige (Crandall, 1980). On the other hand, the pull
attributes show that Malaysian travel outbound
because these destinations offer modern atmos-
pheres & activities, outstanding scenery, night
life and entertainment and interesting attraction.
The Malaysian government should re-assess their
product availability and improve their informa-
tion dissemination domestically. The government
authorities and tourism operators should make the
most out of this by enhancing the service sector,
particularly in tourist facilities and infrastructure
at the destination as the findings reveal that attrac-
tion availability is the most significant pull factor.
Interesting attraction
.654
Nightlife and entertainment
.636
Eigenvalues
4.9
4.6
% of variance
29.11
24.78
Cumulative variance (%)
28.16
46.17
Cronbach's alpha score
.89
.85
Kaiser-Meyer-Olkin
0.91
11 attributes in two component groupings. For
the first factor grouping named Push Factors,
they are “social status”, “experience new/dif-
ferent lifestyles”, “impress my friends and fam-
ily”, “be together with my family”, “and enjoy
shows and entertainments”, “beautiful environ-
ment, scenery, beaches”. For the second factor
grouping named Pull Factors, they are “modern
atmospheres”, “available activities”, “outstanding
scenery”, “interesting attraction” and “night life
and entertainment”.
4 RESULTS
The study offers an attempt to understand out-
bound/domestic visitor motivation and extend the
theoretical and empirical evidence on the relation-
ships among push and pull motivations, although
the relationship is not unusual. Nevertheless, the
study suggests that the conceptual framework of
push and pull factors in the literature was gener-
ally supported. The study reconfirms that tourists'
travel behavior is driven by internal and external
factors. In other words, they decide to go on a
vacation because they need to fulfill their intrin-
sic desires, and at the same time, their decisions on
where to go are based on destination attributes.
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