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Push Factors
Mean
S.D.
Social status
4.14
0.695
Experience new/different lifestyles
3.77
0.737
Impress my friends and family
3.83
0.855
Be together with my family
3.79
0.816
Enjoy shows and entertainments
3.05
0.995
Beautiful environment, scenery, beaches
3.89
0.764
Pull Factors
Modern atmospheres
4.27
0.776
Available activities
4.13
0.822
Outstanding scenery
3.81
0.759
Interesting attraction
3.62
0.669
Nightlife and entertainment
3.74
0.711
5 CONCLUSION
To adequately manage the domestic tourist flow
to other secondary locations, Malaysia must uti-
lize in developing a new thrust of tourism product
such as nature-based or adventure type of tourism
to attract specific niche markets. Mass media, at
the same time, should play a vital role in forming
a desired destination image for Malaysia. The stra-
tegic challenge for destination is not only on how
to acquire images that influence travel, but also
within the country.
A successful matching of push and pull motives
is ideal for a marketing strategy in destination
areas and proficient in segmenting markets, design-
ing promotional programs, and decision-making
about destination development. Finally, there is an
impending need to develop comprehensive tour-
ism policies to boost domestic tourism and reduce
the outflow of foreign exchange from outbound
tourism.
ACKNOWLEDGEMENT
The work described in this study was funded by the
Universiti Teknologi MARA Malaysia (UiTM)
under Research Managament Institute (RMI).
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