Push and Pull Factors Influencing Visitors from European Countries to Malaysia

Abstract

The purpose of this research is to investigate the influence of the push factors in terms of knowledge seeking, ego enhancement, rest relaxation and spending capacity and the pull factors namely environment safety, cultural and historical attraction and tourism facilities on the average length of stay (in days) of the tourist visitors from European Countries to Malaysia. The primary data collection has been undertaken in Malaysia among the European tourists’ visitors. A total of 107 European tourists’ are the respondents of the study and their responses are used for multivariate data analysis. The findings of the study reveals that push factor namely ‘spending capacity’, ‘rest and relaxation’ are the major predictors and are highly positively significant on the average length of stay of European visitors to Malaysia. On the other hand, ‘environment safety’ has negative effect on the tourists’ average length of stay. Tourism industry is the major market player for Malaysia in terms of revenue generation and therefore, the ultimate implications of the present study are useful to policy decision makers and Tourism Malaysia to strategies their marketing plans to attract European tourists to Malaysia.