The Motivation to Visit Film-Induced Tourism Destination Among Youth Travelers In Malaysia

Abstract

This study's objective is to identify the factors that influence the youth traveler’s decision to visit film-induced tourism destination. Three influencing factors were investigated in this paper namely; unique experience, scenery and celebrity factor. Data were collected using online survey, for the ease of approaching and reaching a wide range of respondents among youth travelers in Malaysia. The respondents were reached via the convenience sampling method. The target population of this study is Malaysian youth travellers with a total 5, 430,430 people. A total number of 385 respondents were selected as sample for this study. Their responses were collected, and recorded using are five-point Likert scale that ranges from 1 (strongly disagree) through 5 (strongly agree). The result shows that unique experience has a strong relationship towards youth travellers’ motivation to visit a film-induced destination. This research is expected to expand the body of knowledge in film-induced tourism related literatures.