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The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia

Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who sta...

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Main Author: Tay, Kai Xin
Format: Thesis
Language:English
Published: 2018
Subjects:
T1-995 Technology(General)
Online Access:http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf
http://eprints.usm.my/47822/
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spelling my.usm.eprints.47822 http://eprints.usm.my/47822/ The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia Tay, Kai Xin T1-995 Technology(General) Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who stay at one destination longer means visit more attractions and generate more businesses for the destination. The theory of planned behaviour was used to understand the determinant factors of tourists’ length of stay in Malaysia. To be exact, this thesis aims to study marketing mix, attitude, subjective norm, and perceived behavioural control toward the formation of tourists’ length of stay in Malaysia. It also aims to identify the impact of marketing mix on the formation of attitude and investigate the moderate effects of different age groups and travel distance on these determinants toward the length of stay in Malaysia. Three main hypotheses were outlined. A pilot study with 55 respondents was performed using Stata14.2 software to ensure the validity and reliability of the proposed test model. After the pilot study, the revised questionnaire was used in the final data collection with 384 respondents at five Malaysia International Airports. Descriptive analysis and survival analysis were applied and the thesis findings revealed that the theory of planned behaviour was better in predicting international tourists’ length of stay in Malaysia. The results showed that mediated relationship of marketing mix and attitude was generally much more important than as independent variables toward length of stay. On the other hand, moderated relationship of age and travel distance was also proven and this finding was crucial to destination marketers in term of market segmentation and in designing marketing mix. The theoretical and practical implications of the study were discussed followed by research limitation and future direction. 2018-08 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf Tay, Kai Xin (2018) The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia. PhD thesis, Universiti Sains Malaysia.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic T1-995 Technology(General)
spellingShingle T1-995 Technology(General)
Tay, Kai Xin
The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
description Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who stay at one destination longer means visit more attractions and generate more businesses for the destination. The theory of planned behaviour was used to understand the determinant factors of tourists’ length of stay in Malaysia. To be exact, this thesis aims to study marketing mix, attitude, subjective norm, and perceived behavioural control toward the formation of tourists’ length of stay in Malaysia. It also aims to identify the impact of marketing mix on the formation of attitude and investigate the moderate effects of different age groups and travel distance on these determinants toward the length of stay in Malaysia. Three main hypotheses were outlined. A pilot study with 55 respondents was performed using Stata14.2 software to ensure the validity and reliability of the proposed test model. After the pilot study, the revised questionnaire was used in the final data collection with 384 respondents at five Malaysia International Airports. Descriptive analysis and survival analysis were applied and the thesis findings revealed that the theory of planned behaviour was better in predicting international tourists’ length of stay in Malaysia. The results showed that mediated relationship of marketing mix and attitude was generally much more important than as independent variables toward length of stay. On the other hand, moderated relationship of age and travel distance was also proven and this finding was crucial to destination marketers in term of market segmentation and in designing marketing mix. The theoretical and practical implications of the study were discussed followed by research limitation and future direction.
format Thesis
author Tay, Kai Xin
author_facet Tay, Kai Xin
author_sort Tay, Kai Xin
title The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_short The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_full The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_fullStr The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_full_unstemmed The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_sort determinants of long and medium haul international tourists’ length of stay in malaysia
publishDate 2018
url http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf
http://eprints.usm.my/47822/
_version_ 1683231610720223232
score 13.211869

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