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You searched Library Catalogue - Title: Penang : School of Business and Administration, Wawasan Open University, 2018.
Call Number (WOU) SP CEMBA 2018 28
Author Lim, Soo Nee
Title A study on outbound travel behaviour of generation Y in Malaysia. / Lim Soo Nee.
Abstract This research aimed to study the effects of four motivational pull factors (destination characteristic and attractions, events & activities, mobile application & Online Travel Agency (OTA) and traditional travel agency) on Outbound Travel Behaviour of Generation Y in Malaysia. Motivational pull factor can be defined as elements that able to influence an individual to take holiday or to travel to a specific destination. In the ‘Future of Outbound Travel in Asia-Pacific (2016 to 2021) Report’, Malaysia was found to be the highest among emerging markets and this is expected to grow by an average of 3.5% per year to reach 14.2 million trips by 2021. However, the travel behavior is now changing and many travelers opt for Do-It-Yourself travel to plan, manage, and book their travel reservations online. The travel experience and expectations are now transformed and technology is moving fast to replace the traditional travel services which are more user friendly, convenient and more in line with Gen Y lifestyle, expectations and demand. Past research had shown that motivational pull factors play an important role in traveler behavior such as travel decision-making, trip planning and scheduling. The data collected for this research was obtained through online survey and a total of 157 responses were recorded. Descriptive, Correlation and regression analysis had shown that all four motivational pull factors have positive and significant relationship with Malaysia’s Gen Y outbound travel behavior. Therefore, it can be concluded that the motivational pull factors do play a vital role in Malaysia Gen Y outbound travel behavior.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2018.
Subject Generations -- Malaysia.

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