Domestic Tourist Behaviour on Tourist Areas in Bandar Hilir, Malacca

Abstract

Malacca is a state with the highest domestic tourism throughout the year. Domestic tourist behaviour will occur because of the high number of domestic tourists and its impact on the development of the state's tourism. These domestic leaders will show an action in which they make their behaviour one from their personal motivation and comfort. Tourist behaviour occurs due to their reaction to the atmosphere or travel activities they do have caused problems from various factors. Previous studies note that tourist behaviour gives a clear picture of tourist decision-making in their destination, products, services or brands. Therefore, this study examines factors that influence domestic tourist behaviour such as tourist space, tourist time, tourist movements, and tourist money expenditure in tourist areas in Bandar Hilir, Malacca. The study included 384 respondents and was conducted through social media platforms such as Instagram, Facebook, and WhatsApp. This study focuses on domestic tourists in all states in Malaysia who come to the downstream town of Malacca. A statistical package for Social Science (SPSS) was used to evaluate the data gathered. The results show that tourist space, tourist timing, tourist movements, and tourist expenses positively correlate with domestic tourism behaviours in the downstream town of Hilir, Malacca.