A Preference Analysis Model for Selecting Tourist Destinations based on Motivational Factors: A Case Study in Kedah, Malaysia

Abstract This paper presents an evaluation of the critical factors influencing local tourists choice of destinations in Kedah and determination of the tourists preference for destinations with respect to these factors using Fuzzy Hierarchical TOPSIS (FHTOPSIS) method. This study focuses on the internal factors that motivate tourists to choose their preference of destination. The result shows the purpose of visiting friends and relatives is the most important factors that motivate their visit to Kedah, while novelty seeking is the least motivating factors influencing the choice of destinations. The best destination to be selected among five destinations under consideration in this study is Langkawi, followed by Alor Setar, Sedim River, Bujang Valley and Bukit Kayu Hitam. This study can assist relevant authorities and travel agencies to plan and promote the places of attraction in Kedah with effective marketing strategies besides assisting tourists to decide where to go to main attractions in Kedah.

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