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Malaysia my second home: The influence of push and pull motivations on satisfaction

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  • Wong, Brian Kee Mun
  • Musa, Ghazali
  • Taha, Azni Zarina

Abstract

Malaysia's second home retirement tourism programme attracted participants globally and reached its peak in 2013. The numbers started to dwindle in 2014, particularly among the once-top nationalities: the British, Japanese, and Iranians. The lack of data on the participants' motives and satisfaction levels in quantitative forms justifies the need for this study. This research examines the ‘Malaysia My Second Home’ (MM2H) participants' motivation, satisfaction, and the relationship between the two constructs. Of the 504 usable samples, we used 280 for scale development and 224 for the structural model assessment. The empirical analyses validated the conceptual model. The results revealed four ‘push’ and seven ‘pull’ motivation factors respectively. Push motivations (β = 0.568) displayed a stronger influence on the participants' overall satisfaction. The findings suggest the need for human centric marketing strategies and improvement in the central government management to enhance the attractiveness of the MM2H programme for international retirees.

Suggested Citation

  • Wong, Brian Kee Mun & Musa, Ghazali & Taha, Azni Zarina, 2017. "Malaysia my second home: The influence of push and pull motivations on satisfaction," Tourism Management, Elsevier, vol. 61(C), pages 394-410.
    • Handle: RePEc:eee:touman:v:61:y:2017:i:c:p:394-410
    DOI: 10.1016/j.tourman.2017.03.003
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    3. Esma Betül Savaş & Juul Spaan & Kène Henkens & Matthijs Kalmijn & Hendrik P. van Dalen, 2023. "Migrating to a new country in late life: A review of the literature on international retirement migration," Demographic Research, Max Planck Institute for Demographic Research, Rostock, Germany, vol. 48(9), pages 233-270.
    4. Savas, Esma Betul & Spaan, Juul & Henkens, Kène & Kalmijn, Matthijs & van Dalen, Hendrik Peter, 2023. "Migrating to a new country in late life: A review of the literature on international retirement migration," Other publications TiSEM 5d958f16-41db-4f8f-b0c3-d, Tilburg University, School of Economics and Management.

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