Factors Influencing Consumer Behaviour among Local Tourist in Malaysia

Abstract

This study is conducted to examine the factors that influence consumer behaviour among local tourist in Malaysia. The independent variables of this study comprised of personal factor, social factor and situational factor; whereas the dependent variable in this study is consumer behaviour. This study had three prime objectives which is first to examine the relationship between personal factor and consumer behaviour among local tourist in Malaysia, to investigate the relationship between social factor and consumer behaviour among local tourist in Malaysia and to analyse the relationship between situational factor and consumer behaviour among local tourist in Malaysia. The quantitative research approach is selected and questionnaires are used as the research instrument to collect data. Cluster sampling method was used and 282 responses were analysed in this study. Structured questionnaires were used in this study. The data collected is then analysed by using Statistical Packages for Social Science Version 24 (SPSS Version 24) software based on descriptive statistic, reliability analysis, and correlation analysis. As for the result, all of the independent variables (personal factor, social factor and situational factor) studied in this research have significant relationships towards dependent variable (consumer behaviour) among local tourist in Malaysia. This study strongly believes that it is important to understand the factors influencing consumer behaviour and recommends a better understanding on factors affecting tourist behaviour.