vii
TABLE OF CONTENTS
CHAPTER
1
TITLE
PAGE
DECLARATION
ii
DEDICATION
iii
ACKNOWLEDGEMENT
iv
ABSTRACT
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
xi
LIST OF FIGURES
xiii
INTRODUCTION
1
1.1
Background of Study
1
1.2
Problem Statement
3
1.3
Research Questions
4
1.4
Research Goal and Objectives
5
1.5
Scop of study
5
1.5.1
Literature review
5
1.5.2
Evaluation of tourist’s motivations
6
1.5.3
Evaluation of tourist’s profile and trip characteristics to
Kuala Lumpur
6
viii
1.5.4
to the destination
6
1.6
Study approach
6
1.6.1 Stage 1 – First Round Stage
7
1.6.2 Stage 2 – Data Collection
7
1.6.3 Stage 3 – Analysis
7
1.6.4 Stage 4 – Recommendations
8
1.7
2
Recommendation of strategies to refine tourist’s motivations
Techniques of Analysis
10
1.7.1 Research Method
10
1.7.2 Survey Instrument
10
1.7.3
12
Population and Sampling
1.8
Study Area
14
1.9
Significance of the Study
15
1.10 Limitation of the Study
15
LITERATURE REVIEW
16
2.1
Introduction
16
2.2
Tourism
16
2.3
Tourism in Malaysia
17
2.3.1 Profiles of Middle East Tourists
19
2.3.2
21
2.4
2.5
Malaysian Tourism Market Efforts
Motivation and Expectation Formation
23
2.4.1
24
Tourists’ Motivation Process
2.4.2 Motives and Motivation
24
Motivational Theory
25
2.5.1 Push and pull factors
26
ix
2.5.2 Relationship between pushes and pull factors
28
Tourist behavior
31
2.6.1 Tourist behavior and consumer behavior
32
2.7
Middle East tourist behavior and motivations
35
2.8
Place
36
2.6
3
4
RESEARCH METHODOLOGY
37
3.1
Introduction
37
3.2
Kuala Lumpur (KL) as a case study
38
3.2.1 The golden triangle
41
3.3 Tourism attraction in KL
47
3.4
Middle tourist experience in KL
48
3.5
Middle East Tourist Arrival
50
3.6
Evaluate motivation factors
52
RESEARCH FINDING
54
4.1
Introduction
54
4.2
Middle East tourist to Malaysia
54
4.3
Analysis of demographic and characteristics variables
59
4.3.1 Gender
60
4.3.2 Ages
60
4.3.3 Marital Status
62
4.3.4 Educational Level
62
4.3.5 Nationality
63
4.3.6 Place of Stay
64
4.3.7 Number of Visit
65
x
4.4
5
4.3.8 Purpose of visit to Malaysia
66
Data Analysis and Results:
71
4.4.1 Travelling Information and Tourist Expenditures
71
4.4.2 Length of Stay
72
4.4.3 Factors for Visiting Malaysia
73
4.4.4 Perception of Middle East tourist toward KL
74
4.4.5 Image of Kuala Lumpur as a Tourism Destination
76
4.4.6 Tourism Marketing Effort
77
4.4.7 Tourist Satisfaction Level
79
CONCLUSION AND RECOMMANDATION
81
5.1
Introduction
81
5.2
Discution of finding
81
5.3
Conclution
81
5.4
Recommendation to Attract More Middle East Tourists
83
REFERENCES
85
xi
LIST OF TABLES
TABLE NO
TITLE
PAGE
1.1
Tourist arrival and receipts to Malaysia
2
1.2
Tourist arrivals from Middle East countries
3
1.3
Identify as area highly accommodate by Middle East tourist
13
1.4
Middle East region
13
2.1
The theories related to motivation
26
3.1
Attraction place in Kuala Lumpur
48
3.2
Middle East Tourist Arrival to Malaysia
49
3.3
The Middle East tourist arrival frequencies and percentages
51
4.1
Experience of Middle East tourist in KL
55
4.2
Tourist Attraction visited in KL
56
4.3
Shopping Purpose of Middle East tourist in KL
58
4.4
Tourist’s Gender
60
4.5
Average age of Middle East tourist
61
4.6
Marital status information
62
4.7
Educational level of tourist
62
4.8
Nationality of Middle East tourist
63
4.9
Place of stay for Middle East tourist
65
4.10 Number of Visit
66
4.11 Purpose of visit to Malaysia
67
4.12
68
Purpose of visit for younger tourists (18-25, 26-32)
xii
4.13
Selected of Iranian Restaurant
69
4.14
Selected of Arabian Restaurant
70
4.15
Frequencies and percentage of Airlines
71
4.16
Frequencies and percentage of staying length
72
4.17
Middle East thinking about KL
73
4.18
Perception of Middle East tourist about KL to be Attractive or
Terrible
4.19
75
Perception of Middle East tourist about KL to be Excite or
Boring
4.20
75
Perception of Middle East tourist about KL to be comforting or
upsetting
4.21
75
Perception of Middle East tourist about KL to be exciting or
depressing
76
4.22
The image of KL as a tourism destination
77
4.23
Source of data
78
4.24
Malaysia Exceed Middle East tourist previous Expectation
79
4.25
Visit Malaysia Again in Future
80
xiii
LIST OF FIGURES
FIGURE NO
1.1
TITLE
PAGE
Perception and Attitude of Middle East tourists towards travel in
Kuala Lumpur
9
1.2
The Middle East Region
13
2.1
The choice of the destination
30
2.2
To whom does tourist behavior matters to?
32
2.3
Concept map for understanding tourist behavior
34
3.1
Map history of Kuala Lumpur
39
3.2
KL tower
40
3.3
The golden triangle
41
3.4
Iranian Restaurant
42
3.5
Arabian Restaurant
43
3.6
Map of Iranian restaurant in KL(Alibaba & Naab)
44
3.7
Map of Iranian and Arabian restaurant in KL(Persia , Jazire,
Cazabelanca)
45
3.8
Map of Arabian restaurant in KL(Castle, Marakesh, Tarbush)
46
3.9
Map of Arabian restaurant in KL(Al Andulus)
47
3.10 Middle East Tourist Arrivals to Malaysia, 1998-2008
49
3.11 Tourist Arrivals to Malaysia from Middle East, Jan-Nov 2008 50
3.12 The Middle East tourist arrival frequencies and percentages
52
4.1
57
Tourist Attraction visited in KL
xiv
4.2
Attraction place
57
4.3
Shopping Purpose of Middle East tourist in KL
58
4.4
Popular shopping in KL
59
4.5
Tourist’s Gender
60
4.6
Average age of Middle East tourist
61
4.7
Educational Level of tourist
63
4.8
Nationality of Tourist
64
4.9
Place of stay (Accommodation)
65
4.10
Number of visit
66
4.11
Purpose of visit to Malaysia
67
4.12
Purpose of visit younger tourists
68
4.13
Selected of Iranian Restaurant
69
4.14
Selected of Arabian Restaurant
70
4.15
Frequencies and percentage of staying length
72
4.16
Source of data
78