I would like to dedicate this research to my parents, who have provided their continuous support, encouragement, motivation, and understanding throughout the entire period of this research. In addition, researchers would also like to dedicate this research to my beloved and respectable supervisor, Ms. Zufara Arneeda binti Zulfakar, who has provided us with valuable guidance and assistance during the completion of this research project. The inspiration for this research came from the discussion between my supervisor, Ms. Zufara Arneeda binti Zulfakar, and I. I mostly know the factors influencing the travel desire and intent of revenge tourism in Malaysia after Covid-19.
This research aims to find out what influences people's travel desire and revenge tourism intent in post-Covid-19 Malaysia. The aim of this study is to examine the push and pull factors influencing travel desire and revenge tourism in Malaysia after Covid-19. The results of this study can be used to define how the push and pull factors influence travel desire and revenge tourism in Malaysia after Covid-19.
INTRODUCTION
- Introduction
- Research Background
- Problem Statement
- Research Objectives
- General Objective
- Specific Objective
- Research Questions
- Significance of Study
- Chapter Layout
Therefore, this research will investigate the push and pull factors that influence revenge tourism readiness in Malaysia after COVID-19. Among all industries, tourism will be the most affected as it has been completely shut down during the outbreak of the COVID-19 pandemic. The overall objective in this study is to discuss the push factors (Novelty and knowledge seeking, ego boost, rest and relaxation) and pull factors (Environment and safety, cultural and historical attractions and tourism facilities) that influence tourism readiness. avengers in malaysia. long after the COVID-19 pandemic.
In fact, this study aims to clarify the push and pull factors that affect the willingness of revenge tourism in Malaysia during the COVID-19 pandemic. Last but not least, this study enables all tourism-related sectors to understand the push and pull factors affecting revenge tourism preparedness in Malaysia during the COVID-19 pandemic. This can help them increase sales and recover from the COVID-19 pandemic.
LITERATURE REVIEW
- Introduction
- Underlying Theory
- Review of Variables
- Independent Variable Push and pull factors
- Independent Variable: Push Factors (Novelty and knowledge seeking,
- Independent Variable: Pull Factors (Environment and Safety, Cultural
- Research Framework
- Hypotheses Development
Travel motivation is the only aspect that describes tourist behavior and is considered one of the most important factors because it drives forces behind all types of behavior (Katsikari et al., 2020). Tourists' tendency to seek novelty is referred to variety-seeking behavior in the hospitality and tourism industry (Aasaker et al., 2011). Novelty and knowledge seeking will be one of the significant push factors in travel motivation (Phau et al., 2013).
Novelty and the search for knowledge will act as push factors influencing tourists to visit Malaysia (Santharen et al., 2019). Ego enhancement will act as push factors influencing tourists to visit Malaysia (Santharen et al., 2019). Environmental safety will act as an attraction for tourists to visit Malaysia (Santharen et al., 2019).
According to Jayaraman et al. (2011), the rich cultural heritage has significantly contributed to the success of Malaysia's tourism industry. Cultural attractions will act as attraction factors influencing tourists to visit Malaysia (Santharen et al., 2019). Tourism facilities will act as attraction factors influencing tourists to visit Malaysia (Santharen et al., 2019).
According to Kim et al (2021), people are attracted by external elements and make them intend to travel. A hypothesis given by Kim et al (2021) which is the motivation of attraction will positively affect the desire to travel. Kim et al (2021) stated that the desire to travel due to the motive to escape from the possession of Covid-19 affects people's intention to travel and raising it to "revenge".
People with high desire will have a high intention to engage in revenge level, as the desire to travel is triggered by the Covid-19 pandemic and positively affects revenge travel intention (Kim et al., 2021).
RESEARCH METHODOLOGY
- Introduction
- Research Design
- Sampling Design
- Target population
- Sampling Technique
- Sample Size
- Data Collection Method
- Research Instruments
- Questionnaire design
- Construct Measurement
- Data Analysis Tool
- Conclusion
Sampling techniques can be divided into two main groups, namely probability sampling and non-probability sampling. Compared to probability sampling, the technique of non-probability sampling is more convenient, less expensive and time-saving for researchers. A total of 665 questionnaires have been distributed to the respondents and only 375 respondents will be used to perform the following data analysis.
Primary data will be used and applied to collect data and information in this research. In this research, it was conducted online among Malaysians by providing an online survey in the form of a Microsoft form. This is because the questionnaire is cost effective and can achieve a large sample size.
As a result, due to the lack of researchers, a self-administered questionnaire is the ideal choice for this study. In section 1, it includes questions such as: have you visited Malaysia before and engaged in any travel activities, purpose of visit, travel to/within Malaysia in which year, vaccination status, age, gender, monthly household income level , nationality, current residence country, previous places you have traveled in Malaysia, main travel preference, travel times in the year before the COVID-19 pandemic, preferred travel destination. In section 2, we will ask about the perception related to the effects of the COVID-19 pandemic and the consumption of tourism products throughout the pandemic and with SOPs and other guidelines.
The result obtained from both software will be interpreted accordingly to answer the research questions and research objectives. Then, the sampling design has been discussed in depth to provide greater understanding of the sampling process. A total of 667 responses have been collected, while after filtering out only 375 eligible respondents have been analyzed and processed accordingly.
For data analysis, SPSS and SmartPLS software were adopted for data execution purposes.
DATA ANALYSIS
Introduction
- Measurement Model
Internal consistency reliability is assessed based on the value of composite reliability or Cronbach's Alpha. Another measure of internal consistency reliability would be Cronbach's alpha, which uses similar thresholds as composite reliability but generated lower values. From the table above, Cronbach's Alpha for each variable is above 0.80 and indicates a very good strength of association between indicators within a variable.
Furthermore, Cronbach's Alpha for driving factors and travel desire is 0.930 and 0.945 respectively and the value shows that indicators of driving factors and travel desire have an excellent strength of association. However, because of the unweighted items, Cronbach's alpha actually provides a less accurate measure of reliability. After that, the convergent validity of each construct measure is assessed in the third step of evaluating the reflective measurement model.
Convergent validity can be assessed to examine the extent of convergence of items within a variable. Convergent validity is evaluated based on the Average Variance Extracted (AVE) value, and an acceptable AVE value for all items of a variable is 0.5 or higher, which will indicate a construct explaining at least 50% of the variance of its items. . The heterotrait-monotrait ratio (HTMT) refers to the average of the mean correlations for items measuring the same construct relative to the mean of the correlations between the constructs.
Chin (1998) suggested that convergent validity for formatively measured constructs is determined by comparing the construct with an alternative measure of the same concept. The coefficient of determination (R2), the blindfold-based cross-validated redundancy measure Q2, and the statistical significance and relevance of the path coefficients are all standard assessment criteria to consider. The R-square of the model of this research (Push and pull factors to travel desire) and (Push and pull factors to revenge travel intention) are 0.490 and 0.255 respectively.
This shows that there is 49% of the variation in push and pull factors influencing travel desire and only 25.5% of the variation in push and pull factors influencing revenge tourism intention in post-Covid-19 Malaysia.
Conclusion
DISCUSSION AND CONCLUSION
- Introduction
- Discussion of Major Findings
- Implications of Study
- Limitations of Study
- Recommendation for Future Research
- Conclusion
The desire to travel caused by the motive to escape owning to Covid-19 will affect people's intention to travel and raise it to the level of 'revenge' (Kim et al., 2021). Furthermore, Kim et al (2021) also stated that people with high desire will have a high intention to engage in revenge travel as the desire to travel is triggered by Covid-19. The Covid-19 pandemic shows that the crisis has the potential to have greater and long-term consequences for tourism as an economic sector (Razak, 2020).
Tourism is one of the most affected industries, which shows the direct and indirect economic consequences and damage of Covid-19. The Covid-19 pandemic is affecting the global demand and supply of goods and services. According to Abbas et al. (2021) travel and tourism is an important industry in Malaysia with direct and indirect links to many aspects of the economy.
In this research shows a significant relationship between the push and pull factors and the desire to travel in Malaysia after Covid-19. In addition, the impact of COVID-19 and the extent of travel restrictions/bans varies considerably between countries and regions (Kim et al., 2021). As a result, future research should focus on the factors that influence tourists' risk attitudes and risk management views during and after the Covid-19 outbreak.
This can be useful for tourism managers and practitioners to focus on the control of the Covid-19 crisis and a systematic management approach to improve the development of the tourism industry (Rahman et al., 2021). Because of the data obtained in Malaysia, it would be useful to compare the impact of COVID-19 on desire and compensatory travel across countries and regions (Kim et al., 2021). As mentioned, push and pull factors may affect the desire to travel and the intention of revenge tourism in post-Covid-19 Malaysia.
Push and Pull Travel Motivation: Segmenting the Greek Market for Social Media Marketing in Tourism.
