The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia

Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who sta...

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Main Author:	Tay, Kai Xin
Format:	Thesis
Language:	English
Published:	2018
Subjects:	T1-995 Technology(General)
Online Access:	http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf
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id	my-usm-ep.47822
record_format	uketd_dc
spelling	my-usm-ep.478222020-10-28T07:19:34Z The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia 2018-08 Tay, Kai Xin T1-995 Technology(General) Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who stay at one destination longer means visit more attractions and generate more businesses for the destination. The theory of planned behaviour was used to understand the determinant factors of tourists’ length of stay in Malaysia. To be exact, this thesis aims to study marketing mix, attitude, subjective norm, and perceived behavioural control toward the formation of tourists’ length of stay in Malaysia. It also aims to identify the impact of marketing mix on the formation of attitude and investigate the moderate effects of different age groups and travel distance on these determinants toward the length of stay in Malaysia. Three main hypotheses were outlined. A pilot study with 55 respondents was performed using Stata14.2 software to ensure the validity and reliability of the proposed test model. After the pilot study, the revised questionnaire was used in the final data collection with 384 respondents at five Malaysia International Airports. Descriptive analysis and survival analysis were applied and the thesis findings revealed that the theory of planned behaviour was better in predicting international tourists’ length of stay in Malaysia. The results showed that mediated relationship of marketing mix and attitude was generally much more important than as independent variables toward length of stay. On the other hand, moderated relationship of age and travel distance was also proven and this finding was crucial to destination marketers in term of market segmentation and in designing marketing mix. The theoretical and practical implications of the study were discussed followed by research limitation and future direction. 2018-08 Thesis http://eprints.usm.my/47822/ http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Perumahan, Bangunan & Perancangan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	T1-995 Technology(General)
spellingShingle	T1-995 Technology(General) Tay, Kai Xin The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
description	Tourism is becoming an increasingly important contributor to the Malaysia economy. However, it has been acknowledged as a problem that the growth of tourism industry in Malaysia is due to tourist arrivals but not the receipt per arrival. This is because lower average length of stay. Tourists who stay at one destination longer means visit more attractions and generate more businesses for the destination. The theory of planned behaviour was used to understand the determinant factors of tourists’ length of stay in Malaysia. To be exact, this thesis aims to study marketing mix, attitude, subjective norm, and perceived behavioural control toward the formation of tourists’ length of stay in Malaysia. It also aims to identify the impact of marketing mix on the formation of attitude and investigate the moderate effects of different age groups and travel distance on these determinants toward the length of stay in Malaysia. Three main hypotheses were outlined. A pilot study with 55 respondents was performed using Stata14.2 software to ensure the validity and reliability of the proposed test model. After the pilot study, the revised questionnaire was used in the final data collection with 384 respondents at five Malaysia International Airports. Descriptive analysis and survival analysis were applied and the thesis findings revealed that the theory of planned behaviour was better in predicting international tourists’ length of stay in Malaysia. The results showed that mediated relationship of marketing mix and attitude was generally much more important than as independent variables toward length of stay. On the other hand, moderated relationship of age and travel distance was also proven and this finding was crucial to destination marketers in term of market segmentation and in designing marketing mix. The theoretical and practical implications of the study were discussed followed by research limitation and future direction.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Tay, Kai Xin
author_facet	Tay, Kai Xin
author_sort	Tay, Kai Xin
title	The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_short	The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_full	The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_fullStr	The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_full_unstemmed	The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia
title_sort	determinants of long and medium haul international tourists’ length of stay in malaysia
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Perumahan, Bangunan & Perancangan
publishDate	2018
url	http://eprints.usm.my/47822/1/TAY%20KAI%20XIN%20-%20THE%20DETERMINANTS%20OF%20LONG%20AND%20MEDIUM.pdf
_version_	1747821835826757632

The Determinants Of Long And Medium Haul International Tourists’ Length Of Stay In Malaysia

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