The Relationship Between Push Factor, Pull Factor, Tourist Perception and Tourist Motivation in Kuala Lumpur

Abstract

Malaysia is the next theme park capital in ASEAN as the country is now home to more international-level theme parks. Unfortunately, the number of tourists who engage with theme parks in Malaysia has declined. The causes of this decline are due to lack of promotion and innovation from the industry itself. There is not enough joined-up thinking and planning implement by the industry in order to sustain the demand for theme parks. Thus, this research aims to study the factors that influence tourist motivation to visit theme park in Kuala Lumpur. Push factor, pull factor and tourist perception are the independent variables for this study whilst tourist motivation to visit theme parks as the dependent variable. A total of 384 questionnaires have been distributed to people age 17 to 60 years old around theme parks in Kuala Lumpur. The respondents are selected by using simple random sampling. Reliability test and descriptive test will be applied to analyze the data collected using SPSS software. The study revealed that push factor, pull factor and tourist perception to visit theme parks has a positive relationship with tourist motivation. The authors hope that this study will benefit the players and those involved in the tourism industry such as community, tourism agency and also the government.