ATTRIBUTES OF TRAVEL DESTINATIONS THAT AFFECT TOURISTS’ DECISIONS: A CASE OF SEREMBAN STREET ART

Abstract

Making general decisions on where to travel may be very exciting for tourists but it can be quite challenging when it comes to choosing the exact fascinating places to visit and discover. There have been several research studies published that examine vacation destinations and how travellers make decisions, but few publications have combined these studies to help professionals in the travel and tourism business make well-informed decisions. This research was intended to examine tourists’ decisions to attend the Seremban Street Art in Seremban, Negeri Sembilan. Attributes to travel destination consist of 5A’s namely accommodation, articulated stories, affordability, accessibility, and attribution. A total of 69 respondents were involved in this survey. A self-administered questionnaire was distributed to the respective sample by utilizing a convenience sampling technique. All data were extracted by using the Statistical Package for Social Science (SPSS) version 23. The results of the study indicate that accessibility is the main attribute of tourists’ decisions to travel destinations whereby accommodation is the attribute that least influences tourists’ decisions on travel destinations. The study focused on the decision-making and destination aspects and summarized how visitors make their destination decisions. Moreover, it acts as a reference for business owners to understand the aspects that influence tourists' decisions and consequently help them make wise decisions to keep their businesses afloat.