Factors Influencing Local Tourists’ Travel Destination Choice: A Case of Malaysia

Abstract

This research aims to analyze the factors influencing local tourists’ travel destination choices in Malaysia. Three influencing factors were investigated in this paper namely; destination image, price, and accommodation and facilities. Quantitative approach was used to reach 384 respondents among local tourists in Malaysia. The target population for the study has been set to be Malaysian local tourist. 384 online surveys were distributed to the respondents aged between 20 – 50 years old. The questionnaire is divided into three sections; Section A reflects the demographic profile of tourists; Section B is about factors influencing local tourists’ travel destination choices and Section C consists of items related to tourists’ destination choices. The results show that destination image has a stronger relationship with tourists’ destination of choice as compared to other variables. The study found that destination image, price and accommodation and facilities are the important attributes for local tourists in choosing tourism destination. In conclusion, relevant discussions, recommendations, and limitations of the study Relevant discussion and recommendation were proposed in this study to boost Malaysia’s position as the preferred destination of choice.