Digital Repository

Factors Influencing Purchase Intention of Domestic Travel Packages in Malaysia

Show simple item record

dc.contributor.author Yew, Lim Kim
dc.contributor.author Kowang, Tan Owee
dc.contributor.author Kiong, Tee Poh
dc.contributor.author Pung, Ng Chee
dc.date.accessioned 2021-10-31T17:00:22Z
dc.date.available 2021-10-31T17:00:22Z
dc.date.issued 2021
dc.identifier.citation Yew, Lim Kim, Kowang, Tan Owee, Kiong, Tee Poh & Pung, Ng Chee(2021) Factors Influencing Purchase Intention of Domestic Travel Packages in Malaysia ; Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.378 en_US
dc.identifier.isbn 978-624-5507-15-3
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/23642
dc.description.abstract In the wake of the coronavirus pandemic, few industries have fallen as far and as fast as tourism. Malaysia's travel industry is among the hardest hit and tourism decline is a driving reason for job losses in Malaysia. Domestic tourism plays an important role in the industry's recovery. The Malaysian Tourist Board encourages locals to travel in own country after the crisis in order to boost the local economy. Hence, this study aims to identify the important factors that influence the purchase intention of travel packages in Malaysia. This study aims to explore the relationship between the important factors and purchase intention for travel package in Malaysia. Three independent variables were identified from literature review influence purchase intention, which are Price, Word-of-Mouth and Company Reputation influencing purchase intention. The research is quantitative based via questionnaire and responded by 198 respondents. , finding from Pearson correlation test suggests that Word of Mouth is the highest standard coefficient (.324) which indicates is the most influencing factors on the Purchase Intention, follow by Price (.319) and company reputation (.208). The main implication of the study is that to enhance the purchase intention of travel package among Malaysian in domestic travel, the government of Malaysia, as well as the service providers of travel package need to continuously focus on the influencing factors of word of mouth among the local tourists. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject Company Reputation, Price, Purchase Intention, Word of Mouth en_US
dc.title Factors Influencing Purchase Intention of Domestic Travel Packages in Malaysia en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search Digital Repository


Browse

My Account