Factors Influencing Destination Preferences among Local Tourists in Malaysia

Aw, Jun Yuen and Chan, Yoong Jian and Chu, Ze Qian and Lim, Yong Xian (2026) Factors Influencing Destination Preferences among Local Tourists in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the factors influencing destination preferences among local tourists in Malaysia, with particular emphasis on psychological factors, social interaction, and the desire for exploration. A quantitative research design was adopted, and primary data were collected through an online questionnaire administered to local tourists across Malaysia. A total of 300 valid responses were analysed using Statistical Package for the Social Sciences (SPSS). The analyses included data screening, descriptive statistics, normality testing, reliability analysis, Pearson correlation, and multiple regression analysis. The results indicate that all three independent variables are significantly and positively correlated with destination preferences. Psychological factors emerged as the strongest predictor, demonstrating that internal motivations such as emotional fulfilment, relaxation, enjoyment, and cultural appreciation play a dominant role in shaping local tourists’ destination choices. Social interaction also showed a significant influence, highlighting the importance of travel companions, social networks, and opportunities for shared and group-based experiences. Although the desire for exploration was positively associated with destination preferences, its predictive effect was comparatively weaker and became non-significant when psychological and social factors were considered simultaneously in the regression model. Reliability analysis confirmed strong internal consistency across all constructs, supporting the robustness of the measurement scales. The findings support the applicability of the Push and Pull Motivation Theory in the context of Malaysian domestic tourism, demonstrating how internal motivations interact with destination attributes to shape travel decisions. Practically, the study provides valuable insights for tourism policymakers, destination marketers, and industry stakeholders by emphasising the need to design emotionally rewarding, socially engaging, and culturally meaningful tourism experiences to strengthen Malaysia’s domestic tourism sector and promote its long-term sustainability.