Why Malaysian opt out domestic holidays for trips abroad?

• Published in: Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014
• Main Author: Hafiz M.; Aminuddin N.; Jamaluddin M.R.; Ismail M.N.I.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907346427&doi=10.1201%2fb17390-34&partnerID=40&md5=cb70b2526b2ab081e04c725ed4975d2c

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 destinations 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. © 2015 Taylor & Francis Group.