YOUTH AND CRUISE TOURISM: BEHAVIORAL DRIVERS AND MARKET POTENTIAL IN MALAYSIA
DOI:
https://doi.org/10.35631/JTHEM.1144005Keywords:
Cruise Tourism, Theory of Planned Behavior, YouthAbstract
The study addresses the underexplored area of youth participation in cruise tourism, particularly in Southeast Asia. It employs the Theory of Planned Behavior to investigate Malaysian youths' intentions to experience cruise tourism. This study also seeks to measure the relationship between attitudes, subjective norms and perceived behavior control towards the intention to experience cruise tourism. This study adopted a quantitative method of online questionnaire survey and multiple regression analysis was used to test the model. Purposive sampling survey method was used and youth categories which range ages from 18 to 30 in Malaysia were selected. The findings reveal that all variables are significant, and attitude has the most significant relationship to the youth's intention to experience cruise tourism. The results also show youth in Malaysia have a high level of intention to experience cruise tourism. The study contributes to the body of knowledge on cruise tourism from the perspective of youth. The findings of the study will be beneficial for the tourism stakeholders in the planning to promote the cruise tourism industry in Malaysia, particularly to the youth generation.
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