Kajian Awalan ke atas Potensi Pelancongan Kembaraan dalam Pasaran Remaja di Malaysia

Pusat Pengajian Pengurusan Perniagaan
Fakulti Ekonomi dan Perniagaan
Universiti Kebangsaan Malaysia
Malaysia

eita@ukm.my

Abstract

This preliminary study, involving 125 respondents drawn from Institute of higher educations in Malaysia attempts to determine the interests and involvement of young adults or teenagers in the adventure tourism activities. The gaps between the two constructs are also measured to determine the potential of the tourism sector. This study found that Malaysian young adults are interested particularly in the backpacking and cycling activities but the level of involvements in almost all activities under study are far below than the level of interest shown. The results also revealed that the largest interest-involvement gap is found for the diving activity. This study which employs questionnaire survey also examines the influence of the push-pull motivational dimensions in order to develop the most ideal promotional strategy to target the young adults market. Among the most influential push factors are “for pleasure” and “for sports” while the three most important pulling factors are those related to the natural environments attractiveness. The respondents also reported that the existing adventure tourism products and services in Malaysia are not well managed and promoted apart from the high participation costs.

Keywords

Citation

A. Aziz, N. A. (2009). Kajian Awalan ke atas Potensi Pelancongan Kembaraan dalam Pasaran Remaja di Malaysia. Jurnal Pengurusan, 29, 57–74.

@article{a.aziz2009kajian,
  title={Kajian Awalan ke atas Potensi Pelancongan Kembaraan dalam Pasaran Remaja di Malaysia},
  author={A. Aziz, Norzalita},
  journal={Jurnal Pengurusan},
 

volume={29},
  number={},
  pages={57—74},
  year={2009},
  doi={},
  publisher={Penerbit UKM},
}

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29 (2009) 57 – 74

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