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Brunei Tourists to Malaysia

Brunei Tourists to Malaysia



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Travel motivations and activities of Bruneian tourists in Malaysia
Travel motivations and activities of Bruneian tourists in Malaysia

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Categories:Types, Research
Published by: Dr Ali Yusob Md Zain on Nov 11, 2008
Copyright:Attribution Non-commercial


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The Motivations and Activities of Brunei Tourists in Malaysia
Ali Yusob Md Zain
andPatrick Low Kim Cheng
Department of Business and ManagementFaculty of Business, Economics and Policy StudiesUniversiti Brunei Darussalam
The Malaysian Tourism Board (Tourism Malaysia) has declared 2007 as the “VisitMalaysia Year” with the aim of promoting tourists flow to Malaysia. In this context,we conducted a survey of Brunei tourists who visited Malaysia in 2007. Theobjectives of this study are to provide information and insight into visitor attitudesand perceptions with respect to Malaysia. More specifically, the objectives of thisstudy are as follows:
to understand the decision-making and planning process of the Brunei touriststo choose Malaysia as their holiday destination.
to analyse the visitor experience throughout the duration of their stay fromarrival to departure;
to identify, in general, the likes and dislikes of the visitor’s holidayexperience;
to probe the visitor’s overall experience and his/her future intentions to returnto Malaysia.The methodology used to obtain this information was to
contact visitors during their holiday to Malaysia
. The respondents were given a self-completion questionnaire andasked to complete it and send it back at the end of their trip to ensure that informationwas gathered about the trip as a whole. This approach ensured that it was possible tointercept all types of people whilst on holiday in Malaysia. By asking them tocomplete the questionnaire at the end of their trip, it was also possible to obtaindetailed information based on their whole trip in Malaysia, whilst their opinions andviews were still fresh in their minds. 200 usable questionnaires were used in theanalyses for this study.
tourists; motivations; Brunei; Malaysia
1. Introduction
To commemorate the golden jubilee of independence, the Malaysian government hasdesignated 2007 as Visit Malaysia Year (VMY). The launch of VMY 2007 wastimed to enhance and internationalise Malaysia’s brand image as a global touristdestination of choice. Its significance was augmented by the nation’s golden jubileecelebrations as the country observed 50 years of nationhood. VMY 2007 is a majoreffort by the Ministry of Tourism to aggressively develop and market Malaysia as thepreferred international tourist destination, it also aims to increase foreign touristarrivals to the country. The Ministry expected to attract more than 20 million touristarrivals through the campaign.Tourism industry plays a very significant role in the Malaysian economy. Theindustry continued to be a key foreign exchange earner, contributing to growth,investment and employment as well as strengthening the services account of thebalance of payments. The importance of the industry to Malaysia can be seen fromTable 1.Today, the tourism industry has experienced a rapid growth and gained an importancein the Malaysian economy. It is the second largest foreign exchange earner, aftermanufacturing.
Table 1. Tourist Arrivals and Receipts to Malaysia
Receipts (RM)
 2002 13.29 million 25,781.1 million2003 10.58 million 21,291.1 million2004 15.70 million 29,651.4 million2005 16.43 million 31,954.1 million2006 17.55 million 36,271.7 million
Tourism Malaysia (2007)In an effort to further improve the performance of the industry, Tengku AdnanTengku Mansor, Minister of Tourism, Malaysia has pressed Tourism Malaysiaoverseas directors to step up efforts to promote Malaysia as a world-class touristdestination. He expressed this during a meeting with 42 overseas directors andmarketing officers of Tourism Malaysia convening in Kuala Lumpur from 10 to 15December. The meeting, held annually, reviewed current performance, on-goingpromotional efforts and future tourism activities to be carried out worldwide by thetourism officers.On account of their proximity to Malaysia, ASEAN countries, especially Singaporeand Thailand, will remain the largest source of tourist arrivals to Malaysia. Thecountry will continue to benefit from greater intra-ASEAN travel trade byintensification of regional cooperation through cultural and information
development of attractively priced joint-tour packages as well as the establishment of special travel arrangements for ASEAN travellers. Increased joint development effortsunder the purview of the Indonesia-Malaysia-Thailand Growth Triangle are expectedto further encourage cross border tourism activities. Further cooperation under the
 3Brunei Darussalam-Indonesia-Malaysia-the Philippines East ASEAN Growth Area(BIMP-EAGA) will continue to encourage travel and tour activities among thesecountries. Table 2 shows tourists arrivals to Malaysia from selected markets in theregion.
Table 2. Tourist Arrivals to Malaysia from Selected Markets -January – December 2006Country 2005 2006 Change (%)
9,634,506 9,656,251
1,900,839 1,891,921 -0.5
962,957 1,217,024 26.4
486,344 784,446 61.3
352,089 439,294 24.8
340,027 354,213 4.2
172,456 181,829 5.4
Hong Kong 77,528 89,577 15.5
South Korea
158,177 189,464 19.8
225,789 279,046 23.6
West Asia 152,869 186,821 22.2
Tourism Malaysia (2007)The travel market is often divided into four segments: personal business travel,government or corporate business travel, visiting friends and relatives, and pleasurevacation travel (Nesbit, 1973).This study focuses on the pleasure vacation travelsegment.The objectives of the paper were to identify motives which directed Brunei tourists'selection of Malaysia as their destination, and to assess their levels of satisfactionswith tourism-related facilities and services while in Malaysia. It was anticipated thatthe motives as well their assessments might provide a basis for tourism planning,promotions and marketing for the Bruneian segment of tourists traveling for pleasureto Malaysia.
2. Tourism Motivations
A broader classification of tourism categorizes tourism into two types: mass tourism,and alternative tourism. "Alternative tourism can be broadly defined as forms of tourism that set out to be consistent with natural, social and community values andwhich allow both hosts and guests to enjoy positive and worthwhile interaction andshared experiences" (Wearing & Neil, 1999, as cited in Newsome, Moore & Dowling,2002). Under alternative tourism (Figure 1) we can see the presence of natural,cultural, event and other types of tourism (Newsome, Moore & Dowling, 2002).Nature tourism, called by Newsome & et al. (2002) "natural area tourism", is in short"tourism in natural settings".

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