When Central Asian Prefers Langkawi Island: Understanding Luxury Travel Motivations and Behaviour

Authors

DOI:

https://doi.org/10.29036/jots.v14i27.507

Abstract

This study investigates luxury tourists’ outbound travel motivation and how it influences their tourism destination selection, satisfaction, and future revisit intention. Two hundred and fifty-six (256) respondents participated in this study. The online survey link was shared using social media platforms where the snowball technique spread the questionnaire links to the respondents that fit the study's inclusion. Partial-Least Square-Structural Equation Modelling (PLS-SEM) was used to test and confirm the study model and hypotheses. Combining two theoretical underpinnings, Maslow’s theory of motivation and push and pull motivations theory, this study’s findings depict two major antecedents of luxury-driven experiences: social value and destination uniqueness. The results demonstrate that luxury tourists’ push and pull travel motivation predictors emerged as significant antecedents for their destination satisfaction and willingness to return. Furthermore, the mediating effect confirms that satisfaction plays a significant mediating role in the pull motivation and revisit intention inter-relationship. The findings of this study provide empirical support for understanding the psychological aspects of luxury travellers while offering insights for destination managers to develop niche marketing strategies for attracting luxury tourists. The present research also provides luxury tourism destination managers with a clear comprehension of the underlying mechanism of the luxury tourists’ loyalty generation process.

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Author Biographies

Norliza Md Zain, Tourism Production Division, Tourism Malaysia, Putrajaya, Malaysia

Ms Norliza Md Zain

Norliza Md Zain completed her Master in Tourism Management from the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia, in 2022. She is currently attached as the Deputy Director for the Package Development Division, Tourism Malaysia.

Mohd Hafiz Hanafiah, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia

Associate Professor Dr Mohd Hafiz Hanafiah

Mohd Hafiz Hanafiah is a Professor at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his PhD in Hotel and Tourism Management from UiTM in 2016 and his Master in Economics from Universiti Malaya in 2008. He is an active author, authoring multiple research papers in the tourism and hospitality management realm, focusing on tourism economics, competitiveness, behaviour, and technology adoption.

Mohd Salehuddin Mohd Zahari, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia

Professor Dr Mohd Salehuddin Mohd Zahari

Mohd Salehuddin Mohd Zahari is a Professor at the Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia. He obtained his PhD in Hospitality Management from Lincoln University, New Zealand. He is an active researcher in the gastronomy and tourism realm.

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Published

2023-12-18

How to Cite

Md Zain, N. ., Hanafiah, M. H., & Zahari, M. S. M. (2023). When Central Asian Prefers Langkawi Island: Understanding Luxury Travel Motivations and Behaviour. Journal of Tourism and Services, 14(27), 39–63. https://doi.org/10.29036/jots.v14i27.507