TOURIST MOTIVATION IN HIGHLAND DESTINATION: CASE STUDEY IN PENANG HILL, MALAYSIA

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Najihah bte Azmi
Azizan bin Marzuki

Keywords

Tourists Motivation, Socio-Demographic, Travel Characteristic, Multiple Regression Analysis, Highlands Destination Tourism, Penang Hill

Abstract

This research was conducted to investigate the factors that motivate tourist to visit highland destination as well as to study the relationship between sociodemographic factor and travelling characteristics found in the tourist motivations to visit highland destinations. The accomplishment of this research was achieved through the accumulation of empirical data at Penang Hill, Malaysia using complete set of questionnaires. By using the principal component analysis, this study has identified three push and pull factors. The three push factors are "escape factor "; “to rest and build closer bond factor; "prestige and safety factor". The pull factors that can be identified are “the beauty of nature factors”;"infrastructure of the city and George Town factor" and "management and safety factor". Furthermore, the results of multiple regression analysis performed show that the manipulated variables (socio-demographic and travel characteristics) have influenced the tourist motivation in highland destinations.

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