Determinants of decision making in choosing tourism destinations of incentive travel for Malaysian Companies to Andaman Cluster

Abstract

This study aims to 1) identify the travel behaviors in choosing incentive travel destinations of the Malaysian company executives and destination management company who travel to the Andaman Cluster 2) To examine antecedent influencing the perceived destination competitiveness of incentive travel of Andaman Cluster 3) determine causal relationship of factors influencing the tendency of decision making in choosing tourist destinations in Andaman Cluster for incentive travel for Malaysian Destination management company . The researcher defined the population for this research as a group of executives of the Malaysia company while the sample group totaling 400 subjects which were selected by Snowball sampling method. Data was collected by questionnaires distributed during July-October 2016 and Data was analyzed by Structural Equation Modeling: SEM.

Findings from the research suggested that activity based orientation and marketing utility had direct and positive influence on perceived destination competitiveness where perceived destination competitiveness showed direct and positive influence on intention to travel.

In addition, intention to travel was direct and positive influenced by incentive travel behavior, activity based orientation and marketing utility which is in harmony with the research hypotheses.