Proposing a Conceptual Framework of Domestic Tourists’ Preferences of Holiday Destination to Maintain Sustainability of Travel-related Business During Covid-19 Endemic

Abstract

The prevalence of the COVID-19 outbreak has caused significant challenges to all industries around the globe, particularly in the tourism sector. The spread of the Covid-19 hinders to achieve 17 sustainable development goals set by the United Nation. Following the recovery from the COVID-19, the governments have set various initiative to assist the country’s development. The present study emphasizes on the tourism sector whereby the new model has been proposed in order to revitalize the tourism sector particularly in Malaysia. A new model consisting of affordability, health and safety compliance as well as access to facilities and amenities have been integrated in one model in order to test on their effects toward tourist preference of holiday destination. This model is important because the travel trends have changed during the post Covid-19. Hence, by knowing the factors that affect tourist preference of holiday destination, it will guarantee the continuity of the tourists (particularly domestic tourists) to travel from time to time without hesitation. Hence, it will generate continuous income to the travel-related businesses (tour guide, event management, hoteliers and more) from the visiting tourists. This will provide more job opportunities to the local people. Eventually, it will help to achieve several goals set by United Nation such as no poverty, zero hunger, good health and well-being, decent work and economic growth as well as reduced in equalities.