THE INTENTION TO REVISIT MALAYSIAN TOURISM IN THE POST COVID-19 PERIOD
DOI:
https://doi.org/10.17501/23572612.2021.6103Keywords:
revisit intention, rural tourism, revisit intention, rural tourism; post-Covid-19, pandemic, pandemic, Theory of Planned Behaviour (TPB)Abstract
Within the unprecedented situation, Malaysian rural tourism was badly hit by the COVID-19 outbreak that reverberated across the global economy. This study represents the interdependency of revisit intention that correlated with rural tourism stigma and trust to excess the COVID-19 preventive efforts in uplifting the rural tourism in the country. As Malaysian daily COVID-19 cases are under control starting from November 2021, it is the appropriate time to study on the intention to revisit. Theory of planned behavior was applied to define the likelihood of tourists revisiting the rural tourism destination after COVID-19 or in the future. Results indicate that the current development of pandemic arises the concern among tourists and influences their trust to revisit. 298 responses analyses to examined to impede meaningful investigation for regional planning and remote area tourism development from the views of stakeholders, the planning agencies, and communities. The result of the study has shown that attitude, fear of COVID-19, and compliance have a positive and significant influence on trust. Likewise, trust has a positive and significant influence on intention, while compliance has the strongest influence on trust. Hence, this study is essential to highlight factors hampering the COVID-19 pandemic on rural tourism in Malaysia.
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References
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Aliman, N. K., Hashim, S. M., Wahid, S. D. M. and Harudin, S. (2016). Tourists’ satisfaction with a destination: An investigation on visitors to Langkawi Island. International Journal of Marketing Studies, 8(3), 173-188
Artuğer, S. (2015). The effect of risk perceptions on tourists’ revisit intentions. European Journal of Business and Management, 7(2), 36-43.
Banki, M. B., Ismail, H. N., Dalil, M. and Kawu, A. (2014). Moderating role of affective destination image on the relationship between tourists’ satisfaction and behavioural intention: Evidence from Obudu mountain resort. Journal of Environment and Earth Science, 4(4), 47-60.
Che, A. R., Omar, I., & Suraiya, M. A. (2020). The impact of Covid-19 Movement Control Order on SMEs’ businesses and survival strategies. Geografia.
Chin, C. H., Law, F. Y., Lo, M. C., & Ramayah, T. (2018). The impact of accessibility quality and accommodation quality on tourists' satisfaction and revisit intention to rural tourism destination in Sarawak: the moderating role of local communities' attitude. Global Business and Management Research, 10(2), 115-127.
Chu, T. H., & Chen, Y. Y. (2016). With good we become good: Understanding e-learning adoption by theory of planned behavior and group influences. Computers & Education, 92-93, 37–52. https://doi.org/10.1016/j.compedu.2015.09.013.
Corby, N.H., Schnedier-Jamner, M., & Wolitski, R.J. (1996). Using the Theory of Planned Behavior to Predict Intention to Use Condoms Among Male and Female Injecting Drug Users. Journal of Applied Social Psychology, 26 (1), 52-75.
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Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
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Mensah, C. (2013). Resident‟ s satisfaction and behavioural intention with Asogli Yam Festival in Ghana. International Journal of Asian Social Science, 3(3), 682-702.
Ministry of Tourism, Arts & Culture MOTAC. (2020, March 13). Tourism industry hit hardest by Covid-19, faces RM3.37b loss. Malay Mail, Retrieved from https://www.malaymail.com/news/malaysia/2020/03/13/muhyiddin-tourism-industry-hit-hard-by-covid-19-to-lose-rm3.37b-while-gdp-s/1846323
Osman, Z. (2014). Determinants of customer loyalty in Malaysian rural tourism. International Journal of Physical and Social Sciences, 4(1), 161-190.
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Seraphin, H., & Dosquet, F. (2020). Mountain tourism and second home tourism as post COVID-19 lockdown placebo?. Worldwide hospitality and tourism themes.
Shahudin, F., Abdullah, A. M., Radam, A., Latif, I., & Yacob, M. R. (2017). Estimating output multiplier of homestay programme of Selangor, Malaysia. South East Asia Journal of Contemporary Business, Economics and Law, 2(2), 9-15.
Vaishar, A., & Šťastná, M. (2020). Impact of the COVID-19 pandemic on rural tourism in Czechia Preliminary considerations. Current Issues in Tourism, 1-5.
World Tourism Organization. UNWTO World Tourism Barometer. 2020;18(2). doi:10.18111/wtobarometereng
Zubair, F., & Shamsudin, M. F. (2021). Impact of Covid-19 on Tourism and Hospitality Industry of Malaysia. Journal of Postgraduate Current Business Research, 6(1), 6-6.
Ahorsu, D. K., Lin, C. Y., Imani, V., Saffari, M., Griffiths, M. D., & Pakpour, A. H. (2020). The fear of COVID-19 scale: development and initial validation. International Journal of Mental Health and Addiction, 1-9. doi:10.1007/s11469-020-00270-8.
Ajzen, I. (2012). The Theory of Planned Behavior. In P.A.M. Van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of Theories of Social Psychology (ed. s.). London, England: SAGE Publications.
Ajzen, I. (1991). Theory of planned behavior, Organization Behavior and Human Decision Process, 50, 179-211.
Ajzen, I. (1985). From intentions to actions: A Theory of Planned Behavior. In J. Kuhl & J. Beskmann (Eds.), Action control: From cognition to behavior. New York: Springer, 11-39.
Aliman, N. K., Hashim, S. M., Wahid, S. D. M. and Harudin, S. (2016). Tourists’ satisfaction with a destination: An investigation on visitors to Langkawi Island. International Journal of Marketing Studies, 8(3), 173-188
Artuğer, S. (2015). The effect of risk perceptions on tourists’ revisit intentions. European Journal of Business and Management, 7(2), 36-43.
Banki, M. B., Ismail, H. N., Dalil, M. and Kawu, A. (2014). Moderating role of affective destination image on the relationship between tourists’ satisfaction and behavioural intention: Evidence from Obudu mountain resort. Journal of Environment and Earth Science, 4(4), 47-60.
Che, A. R., Omar, I., & Suraiya, M. A. (2020). The impact of Covid-19 Movement Control Order on SMEs’ businesses and survival strategies. Geografia.
Chin, C. H., Law, F. Y., Lo, M. C., & Ramayah, T. (2018). The impact of accessibility quality and accommodation quality on tourists' satisfaction and revisit intention to rural tourism destination in Sarawak: the moderating role of local communities' attitude. Global Business and Management Research, 10(2), 115-127.
Chu, T. H., & Chen, Y. Y. (2016). With good we become good: Understanding e-learning adoption by theory of planned behavior and group influences. Computers & Education, 92-93, 37–52. https://doi.org/10.1016/j.compedu.2015.09.013.
Corby, N.H., Schnedier-Jamner, M., & Wolitski, R.J. (1996). Using the Theory of Planned Behavior to Predict Intention to Use Condoms Among Male and Female Injecting Drug Users. Journal of Applied Social Psychology, 26 (1), 52-75.
Department of Statistics Official Website. (2020). DOSM/BPP/3.202/Series 2.0. Domestic Tourism Newsletter. Retrieved from http: //dosm.gov.my/v1/uploads/files/6_Newsletter/Newsletter%202020/DOSM_BPP_3-2020_Series_20.pdf
Foo, L. P., Chin, M. Y., Tan, K. L., & Phuah, K. T. (2020). The impact of COVID-19 on tourism industry in Malaysia. Current Issues in Tourism, 1-5.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles: Sage Publication.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th Ed.). Englewood Cliffs: Prentice Hall.
Hall, C. M., Scott, D., & Gössling, S. (2020). Pandemics, transformations and tourism: be careful what you wish for. Tourism Geographies, 22(3), 577-598.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hsu, C. H., & Huang, S. (2010). Formation of tourist behavioral intention and actual behavior. In 2010 7th International Conference on Service Systems and Service Management (pp. 1-6). IEEE.
Ioannides, D., & Gyimóthy, S. (2020). The COVID-19 crisis as an opportunity for escaping the unsustainable global tourism path. Tourism Geographies, 22(3), 624-632.
Kock, N. (2015) Common method bias in PLS-SEM: A full collinearity assessment approach, International Journal of e-Collaboration, 11(4), 1-10
Liu, J., Wang, C., Fang, S., & Zhang, T. (2019). Scale development for tourist trust toward a tourism destination. Tourism Management Perspectives, 31, 383-397.
Kim, T. H., Ko, Y. J., & Park, C. M. (2013). The influence of event quality on revisit intention: Gender difference and segmentation strategy. Managing Service Quality: An International Journal
Malaysia Rural Tourism Master Plan. (2001). Market research, volume 2. UNDP.
Mensah, C. (2013). Resident‟ s satisfaction and behavioural intention with Asogli Yam Festival in Ghana. International Journal of Asian Social Science, 3(3), 682-702.
Ministry of Tourism, Arts & Culture MOTAC. (2020, March 13). Tourism industry hit hardest by Covid-19, faces RM3.37b loss. Malay Mail, Retrieved from https://www.malaymail.com/news/malaysia/2020/03/13/muhyiddin-tourism-industry-hit-hard-by-covid-19-to-lose-rm3.37b-while-gdp-s/1846323
Osman, Z. (2014). Determinants of customer loyalty in Malaysian rural tourism. International Journal of Physical and Social Sciences, 4(1), 161-190.
Rahmani, D., Zeng, C., Goodarzi, A. M., & Vahid, F. (2021). Organizational Compliance During COVID-19: Investigating the Effects of Anxiety, Productivity, and Individual Risk Factors Among Iranian Healthcare Employees. Frontiers in Communication, 6, 7.
Seraphin, H., & Dosquet, F. (2020). Mountain tourism and second home tourism as post COVID-19 lockdown placebo?. Worldwide hospitality and tourism themes.
Shahudin, F., Abdullah, A. M., Radam, A., Latif, I., & Yacob, M. R. (2017). Estimating output multiplier of homestay programme of Selangor, Malaysia. South East Asia Journal of Contemporary Business, Economics and Law, 2(2), 9-15.
Vaishar, A., & Šťastná, M. (2020). Impact of the COVID-19 pandemic on rural tourism in Czechia Preliminary considerations. Current Issues in Tourism, 1-5.
World Tourism Organization. UNWTO World Tourism Barometer. 2020;18(2). doi:10.18111/wtobarometereng
Zubair, F., & Shamsudin, M. F. (2021). Impact of Covid-19 on Tourism and Hospitality Industry of Malaysia. Journal of Postgraduate Current Business Research, 6(1), 6-6.
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Published
2022-04-18
How to Cite
Shahudin, F., Osman, Z., & Moorthy, K. (2022). THE INTENTION TO REVISIT MALAYSIAN TOURISM IN THE POST COVID-19 PERIOD. Proceedings of the International Conference on Hospitality and Tourism Management, 6(1), 36–53. https://doi.org/10.17501/23572612.2021.6103
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This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
