Abstract

The focus of this study is based on the behaviors of generation Y tourists from ASEAN countries towards Malaysian tourism industry in Kuala Lumpur, Malaysia. A quantitative research approach is employed in this research following the positivist assumption with a realist ontology and objectivist epistemology. Data was collected using a probabilistic sampling method, particularly a stratified random sampling technique. The data and information were collected from 250 respondents who are students and workers from ASEAN nations through quantitative method-online questionnaires, and the assumptions were tested by analyzing the behaviors of the tourists through four proposed factors namely Income, Exchange rates, Security and Safety, and Prices to investigate the vulnerability of their behaviors by using SPSS program. The questionnaire comprises of two sections in which the first section focuses on respondents’ demographic profile, and second section concentrates on the behaviors of ASEAN generation Y tourists through a 5 likert scale- question form based on four independent variables, Income, Exchange rates, Security and Safety, and Prices and a dependent variable- behaviors of ASEAN generation Y tourists. Analysis the data using multiple regression analysis, correlation analysis, ANOVA and coefficient. The outcomes of this study show that the behaviors of ASEAN generation Y tourists vary remarkably owing to Security and Safety and Prices factors the most where income factor secondly influences the tourists’ behaviors. In spite, exchange rates factor is addressed to have no influence on tourists’ behaviors.

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