Predictors of international tourists’ behavioural intention to visit Malaysia: a conceptual paper / Ili Aqilah Abdul Muhaemin and Arni Abdul Gani

• Main Authors: Abdul Muhaemin, Ili Aqilah, Abdul Gani, Arni
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Malaysia
• Online Access: https://ir.uitm.edu.my/id/eprint/97727/1/97727.pdf; https://ir.uitm.edu.my/id/eprint/97727/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

International tourists' intention to visit Malaysia as an Islamic tourism destination is influenced by attitudes, subjective norms, and perceived behavioral control. Through an extensive literature review, the study identifies TPB as a pivotal framework for comprehending the intentions and behaviors of visitors. The methodology employed is rooted in a quantitative approach, seeking to provide profound insights into the realms of international tourist experiences. By integrating the TPB, the research aims to deepen the understanding of the determinants of travel decisions and to craft effective strategies for enticing both Muslim and non-Muslim tourists to Malaysia. The review findings underscore the significance of aligning promotional strategies with visitor perceptions to bolster Malaysia's standing as a premier halal Muslim-friendly tourism destination globally. Methodologically, the study champions a rigorous quantitative approach coupled with appropriate data analysis techniques to extract meaningful insights. Structural Equation Modelling (SEM) emerges as a key tool for unraveling the intricate relationships between diverse factors influencing tourist behavior, underscoring the study's commitment to thorough analysis and robust findings. This study employs an extended TPB (ETPB) model, including the constructs of tourist destination image, to predict the travel intentions of international tourists regarding their intention to travel to Malaysia, contributing to developing targeted strategies for promoting halal tourism and attracting more Muslim and non-Muslim tourists to Malaysia.