Tourism Typologies and Satisfaction Level of Inbound ASEAN Tourists: Perspective from Malaysia

DOI

10.2991/atf-16.2016.91How to use a DOI?

Keywords

Tourism Typology; Travel Indicators; Tourist Satisfaction; Destination Loyalty; ASEAN; Malaysia

Abstract

Currently, tourism industry is increasingly becoming a vital catalyst for several Associations of Southeast Asian Nations (ASEAN) for its economic development and contribution towards the countries' growth. Malaysian tourism industry is no exception to this and considered as the major source and the biggest contributor towards its economic growth. Malaysia's each tourism typologies have always something new to offer for every types of inbound tourists visiting Malaysia, with a diverse and memorable experience through their tourism components. Malaysia's ASEAN tourism market sector is the biggest tourism market when compared with the rest of the world, it has reached 27 million tourist arrival per year. With its huge number of incoming tourists, Malaysia has segmented its tourism industry in four major types of tourism to offer and those are highly regarded from the beginning of Malaysian tourism industry; explicitly as gastronomical tourism, medical tourism, leisure tourism and even business tourism have their own elite way of providing satisfying experience to every individual tourists visiting Malaysia. Current research is focusing towards assessing the factors including; socio cultural environmental impacts, tourism promotion and travel motivation, those are affecting the satisfaction level of inbound ASEAN tourists in Malaysia; thus identifying how each tourism typology moderates the satisfaction level and destination loyalty that Malaysia's different tourism typologies have to offer. A self-administered quantitative survey was used to collect the data from the tourists at the Kuala Lumpur International Airport (KLIA). A total of 320 questionnaires were distributed to the tourists at the departure hall of KLIA, where only 206 questionnaires were returned representing a response rate of 64%. Judgmental sampling was used to draw the sample from the inbound ASEAN tourists for this study. A Partial Least Square based Structural Equation Modelling (PLS-SEM) approach was used in this study to assess the model; further, a multi-group moderation analysis was performed to assess the influence of tourism typologies on the satisfaction and loyalty level of the tourists. The results of the study show a significant relationship between socio cultural environmental impacts; tourism promotion; travel motivation and tourist satisfaction and further with the destination loyalty. Four highly regarded Malaysian tourism typologies moderation effect were calculated through four different model stances; indicating that Malaysian leisure tourism, medical tourism and business tourism have impressive positive influence towards the ASEAN tourists' satisfaction level and their loyalty towards Malaysia a tourism destination. Whereas, the gastronomical tourism has relative influence on the satisfaction and loyalty level of the tourists. Therefore, advisedly the Malaysian Tourism Promotion Board (MTPB) and the development of tourism Malaysia need to pay attention to devel

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Rupam Konar
AU  - Vinayaraj Mothiravally
AU  - Jeetesh Kumar
PY  - 2016/05
DA  - 2016/05
TI  - Tourism Typologies and Satisfaction Level of Inbound ASEAN Tourists: Perspective from Malaysia
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 592
EP  - 599
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.91
DO  - 10.2991/atf-16.2016.91
ID  - Konar2016/05
ER  -