Abstract
This study was undertaken to identify factors that are central to tourists from the Middle East when choosing Malaysia as a vacation destination. The study used factor analysis as an appropriate way to identify underlying motivations factors. The findings of the research reveal that push and pull factors were more important than other factors among Middle East tourists. For instance, 'Novelty and Prestige' ranked highest among the push factors. Among the pull factors, 'Natural, Historical and Environment' attracted the highest ranking. The factors with low mean values were also visible that can alert the stakeholders why a particular issue or factor is not scoring well with the Middle East tourists. Malaysian tourism can benefit from adequately addressing these issues by the Malaysian tourism marketers and policy makers. Additionally, it would also improve the customer satisfaction levels of Middle East tourists who can in turn play a role as potential ambassadors of its global tourism industry.
Published Version
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