Brunei Tourists To Malaysia

The Motivations and Activities of Brunei Tourists in Malaysia Ali Yusob Md Zain [email protected] and Patrick Low Kim Cheng [email protected] Department of Business and Management Faculty of Business, Economics and Policy Studies Universiti Brunei Darussalam

Abstract The Malaysian Tourism Board (Tourism Malaysia) has declared 2007 as the “Visit Malaysia Year” with the aim of promoting tourists flow to Malaysia. In this context, we conducted a survey of Brunei tourists who visited Malaysia in 2007. The objectives of this study are to provide information and insight into visitor attitudes and perceptions with respect to Malaysia. More specifically, the objectives of this study are as follows: • • • •

to understand the decision-making and planning process of the Brunei tourists to choose Malaysia as their holiday destination. to analyse the visitor experience throughout the duration of their stay from arrival to departure; to identify, in general, the likes and dislikes of the visitor’s holiday experience; to probe the visitor’s overall experience and his/her future intentions to return to Malaysia.

The methodology used to obtain this information was to contact visitors during their holiday to Malaysia. The respondents were given a self-completion questionnaire and asked to complete it and send it back at the end of their trip to ensure that information was gathered about the trip as a whole. This approach ensured that it was possible to intercept all types of people whilst on holiday in Malaysia. By asking them to complete the questionnaire at the end of their trip, it was also possible to obtain detailed information based on their whole trip in Malaysia, whilst their opinions and views were still fresh in their minds. 200 usable questionnaires were used in the analyses for this study.

Keywords: tourists; motivations; Brunei; Malaysia

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1. Introduction To commemorate the golden jubilee of independence, the Malaysian government has designated 2007 as Visit Malaysia Year (VMY). The launch of VMY 2007 was timed to enhance and internationalise Malaysia’s brand image as a global tourist destination of choice. Its significance was augmented by the nation’s golden jubilee celebrations as the country observed 50 years of nationhood. VMY 2007 is a major effort by the Ministry of Tourism to aggressively develop and market Malaysia as the preferred international tourist destination, it also aims to increase foreign tourist arrivals to the country. The Ministry expected to attract more than 20 million tourist arrivals through the campaign. Tourism industry plays a very significant role in the Malaysian economy. The industry continued to be a key foreign exchange earner, contributing to growth, investment and employment as well as strengthening the services account of the balance of payments. The importance of the industry to Malaysia can be seen from Table 1. Today, the tourism industry has experienced a rapid growth and gained an importance in the Malaysian economy. It is the second largest foreign exchange earner, after manufacturing. Table 1. Tourist Arrivals and Receipts to Malaysia Year 2002 2003 2004 2005 2006 Source:

Arrivals 13.29 million 10.58 million 15.70 million 16.43 million 17.55 million

Receipts (RM) 25,781.1 million 21,291.1 million 29,651.4 million 31,954.1 million 36,271.7 million

Tourism Malaysia (2007)

In an effort to further improve the performance of the industry, Tengku Adnan Tengku Mansor, Minister of Tourism, Malaysia has pressed Tourism Malaysia overseas directors to step up efforts to promote Malaysia as a world-class tourist destination. He expressed this during a meeting with 42 overseas directors and marketing officers of Tourism Malaysia convening in Kuala Lumpur from 10 to 15 December. The meeting, held annually, reviewed current performance, on-going promotional efforts and future tourism activities to be carried out worldwide by the tourism officers. On account of their proximity to Malaysia, ASEAN countries, especially Singapore and Thailand, will remain the largest source of tourist arrivals to Malaysia. The country will continue to benefit from greater intra-ASEAN travel trade by intensification of regional cooperation through cultural and information exchanges, development of attractively priced joint-tour packages as well as the establishment of special travel arrangements for ASEAN travellers. Increased joint development efforts under the purview of the Indonesia-Malaysia-Thailand Growth Triangle are expected to further encourage cross border tourism activities. Further cooperation under the

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Brunei Darussalam-Indonesia-Malaysia-the Philippines East ASEAN Growth Area (BIMP-EAGA) will continue to encourage travel and tour activities among these countries. Table 2 shows tourists arrivals to Malaysia from selected markets in the region. Table 2. Tourist Arrivals to Malaysia from Selected Markets January – December 2006 Country 2005 2006 Change (%) Singapore Thailand Indonesia Brunei China Japan Taiwan Hong Kong South Korea India West Asia

9,634,506 1,900,839 962,957 486,344 352,089 340,027 172,456 77,528 158,177 225,789 152,869

9,656,251 1,891,921 1,217,024 784,446 439,294 354,213 181,829 89,577 189,464 279,046 186,821

0.2 -0.5 26.4 61.3 24.8 4.2 5.4 15.5 19.8 23.6 22.2

Source: Tourism Malaysia (2007)

The travel market is often divided into four segments: personal business travel, government or corporate business travel, visiting friends and relatives, and pleasure vacation travel (Nesbit, 1973).This study focuses on the pleasure vacation travel segment. The objectives of the paper were to identify motives which directed Brunei tourists' selection of Malaysia as their destination, and to assess their levels of satisfactions with tourism-related facilities and services while in Malaysia. It was anticipated that the motives as well their assessments might provide a basis for tourism planning, promotions and marketing for the Bruneian segment of tourists traveling for pleasure to Malaysia. 2. Tourism Motivations A broader classification of tourism categorizes tourism into two types: mass tourism, and alternative tourism. "Alternative tourism can be broadly defined as forms of tourism that set out to be consistent with natural, social and community values and which allow both hosts and guests to enjoy positive and worthwhile interaction and shared experiences" (Wearing & Neil, 1999, as cited in Newsome, Moore & Dowling, 2002). Under alternative tourism (Figure 1) we can see the presence of natural, cultural, event and other types of tourism (Newsome, Moore & Dowling, 2002). Nature tourism, called by Newsome & et al. (2002) "natural area tourism", is in short "tourism in natural settings".

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Figure 1. Classification of Tourism (Newsome, Moore & Dowling, 2002)

Tourist motivation can be defined "as the global integrating network of biological and cultural forces which gives value and direction to travel choices, behavior and experience"(Pearce, Morrison & Rutledge, 1998). Pearce, Morrison and Rutledge (1998) present some basis of motivations which represent important issues of content in describing tourist motives: to experience a new environment, to rest and relax in pleasant settings, to pursue special interests and skills (scuba-diving, fishing), and to be healthy and fit. According to Kay (2003) the tourist motivation literature overall, reveals four main approaches (Table 3), each of these being based upon earlier motivation theories. At least two, are seemingly opposing theories of motivation: needs-based - largely based on the work of Maslow (1943); or value-based– largely based on the work of Rokeach (1968), although some studies refer to both (e.g., Muller 1991). Others believe expectancy theory from work motivation is an appropriate framework for understanding tourist motivation (e.g., Witt & Wright 1992). Benefits sought or realised are also often used as measures in travel motivation research (e.g., Pearce & Caltabiano 1983; Frochot & Morrison 2000) and sometimes are linked with needs and Maslow’s Hierarchy of Needs theory (e.g.,Pearce & Caltabiano 1983).

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Table 3. A summary of key studies in the tourist motivation literature Author Pearce& Caltabiano (1983)

Madrigal (1995)

Skidmore & Pyszka (1987) Pearce & Caltabiano (1983) Driver, Brown, & Peterson (1991) Frochot & Morrison (2000)

Witt & Wright (1992)

Major tourist motivation issue Needs-Based Inferred travel motivation from travelers’ actual experiences which were coded in classification of travel motivation based on Maslow’s analysis of needs. Results indicated that positive and negative tourist experiences highlighted different need structure Values-Based Personal values, traveler personality type and leisure travel style based on LOV and Plog’s personality type. Segmentation of the US international pleasure travel market based on VALS Benefits Sought or Realised Combined Maslow’s Hierarchy of Needs (see above) and benefits realised Identified five generally recognized categories of experiential benefits in leisure research: psychological, sociological, psychophysiological, economic, and environmental A review of benefit segmentation to tourism research identifying four types of applications: destination marketing, targeting specific markets, attractions/events/ facilities, and traveler decision making processes; general characteristics, challenges, issues, advantages and disadvantages. Expectancy Theory-Based Apply expectancy theory to a model of holiday preference and choice

Notes: VALS: Values and Lifestyles LOV: List of Values

3. Brunei Tourists in Malaysia A survey of 200 Brunei tourists in Malaysia was conducted in early 2007 to determine their motivations for visiting Malaysia, and activities undertaken while in Malaysia.

Profile of Brunei Tourists Table 4 shows the profile of Brunei tourists who participated in this survey. From the table it can be observed that the majority (72.5%) of Brunei tourists visited Malaysia with their family members, traveling in groups of ten persons or less (84%). Most of them made their own travel arrangements (83%). In terms of the duration of stay, the majority of Brunei tourists spent less than one week (57.5%) in Malaysia. Hotels were the most preferred place of stay while in Malaysia (60.5%)

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Table 4. Profile of Respondents (N=200) Variable

Frequency

Age Group Below 20 20 – 29 years 30 – 39 years 40 – 49 years 50 and above Not stated Co-travellers None Family Business Associates Group Others No. of Persons 1–5 6 – 10 11 – 15 16 or more Travel Arrangement Own Travel Agent Incentives Others Length of Stay 1 – 3 days 4 – 6 days 1 week More than a week Accommodation Resorts/Chalets Hotel Apartment Friends/Relatives

Valid Percentage 1 9 62 91 19 18

0.5 4.9 34.1 50.0 10.4

12 145 13 27 3

6.0 72.5 6.5 13.5 1.5

117 51 13 19

58.5 25.5 6.5 9.5

166 21 5 8

83.0 10.5 2.5 4.0

62 53 49 36

31.0 26.5 24.5 18.0

19 121 26 34

9.5 60.5 13.0 17.0

Factors for Choosing Malaysia as Holiday Destination Table 5 shows the means and standard deviations of factors which were considered important for Brunei tourists in choosing Malaysia as their holiday destination. Safety, and political stability of the country are the two most important factors which made them choose Malaysia as their destination. Bruneians from peaceful Brunei Darussalam, “the Abode of Peace” valued peace. Safety + Political stability + Friendliness = Peace to the Bruneian tourists. In fact, one can safely say that although there are recent protests in the Malaysian capital, the country can be overall assessed as safe and politically stable, besides, “it (protest or demonstration) is not our culture” (Abdullah, cited in Ng, 2007: 1).This can also be seen as increasing the attractiveness of Malaysia; in some ways, the two countries share a similar culture including the fact that Muslim Malays form the majority.

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Table 5. Means and Standard Deviations of Factors Motivating Brunei Tourists to Choose Malaysia Factors

N

Safety Political stability Friendly Malaysians Attractive package Accessibility Affordable Advertisements Incentive

159 194 169 180 195 195 163 136

Mean (1 to 6) 5.37 5.10 4.47 4.31 4.27 3.98 3.56 2.99

Std. Deviations 0.86 1.39 1.31 1.76 1.52 1.57 1.52 1.78

Activities of Brunei Tourists in Malaysia Most of the Brunei tourists mentioned shopping (83%), and sightseeing in the cities (42.5%) as their main activities while on holiday in Malaysia. Table 6. Activities of Brunei Tourists in Malaysia Activities Shopping Sightseeing - cities Sightseeing - countryside Visiting beaches Cultural Sports (golfing) Water sports (sailing, boating etc.) Nature (trekking, mountain climbing)

No. Participated 166 95 29 25 20 17 14 11

Percentage 83.0 42.5 14.5 12.5 10.0 8.5 7.0 5.5

Popular items bought by Brunei tourists are shown in Table 7. Topping the list popular items are: clothing and textile (79.5%), sports attire (55%), and cosmetics (54%). Shopping centres which were popular among the Brunei tourists include Bintang Plaza (32%), Sogo (30.5%), and Kuala Lumpur City Centre: KLCC (28.5%). This is presented in Table 8. Malaysia’s top shopping destinations of Brunei tourists include Bintang Plaza and Sogo, enjoying and even higher ratings than KLCC; and this can perhaps be attributed to the ‘informal’ or ‘street’ atmosphere and setting of the Bintang Plaza and Sogo precincts. Such a setting gives an easy and care-free atmosphere to window-shop and buy.

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Table 7. Popular Items Bought by Brunei Tourists Items Clothing and textile Sports attire Cosmetics Electronic items Batik Chocolates Songket Jewelry Electrical appliances

Frequency 159 110 108 82 75 69 26 21 16

Percentage 79.5 55.0 54.0 41.0 37.5 34.5 13.0 10.5 8.0

The possible reasons for the top items purchased: clothing and textile, sports attire, and cosmetics by Brunei tourists can be inferred (not necessarily in order of priority and importance) as: 1. Bruneians enjoy a higher purchasing power as a result of the currency exchange. 2. Bruneians go for brands that are not available in their country. 3. Bruneians enjoy varieties; they go for a variety of clothing and textile, sports attire, and cosmetics; and that is available in Malaysia. To analyze and further understand the Brunei tourists, it is worthy to note that these days, good natural skin care is gradually becoming a way of life; more Bruneians are becoming aware of the beauty of having healthy skin (Abu Bakar, 2007: 4). In view of the above, what is also revealing in this study is the need to uncover whether the Brunei tourists purchase Malaysian-made products or Malaysianimported goods. The former can, of course, gives the indication of the potential to generate a higher income for Malaysia’s home-grown industries and products. In any case, positively-speaking, this study supplies the ground or the platform for further Malaysian tourism study and refinements.

Table 8. Popular Shopping Destinations of Brunei Tourists Destinations Bintang Plaza Sogo KLCC Lot 10 Sungai Wang

Frequency 64 61 57 48 14

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Percentage 32.0 30.5 28.5 24.0 7.0

Satisfaction with Malaysian Tourism-related Services Brunei tourists were also requested to indicate their level of satisfaction with various tourism-related services which they experienced when they were in the country. They were generally satisfied with most of the services such as restaurant services, sports facilities, customs and immigration services as well as shopping facilities. One aspect which needs improvements is the public transport: bus service, and taxi service. This illustrated in Table 9. Table 9. Brunei Tourists’ Satisfaction with Malaysian Tourism-related Services Factor

Mean

S.D

(1=Not satisfied at all , 6=Very satisfied)

Restaurants Sports facilities Customs Shopping facilities Friendliness of Malaysian Airport services Immigration Tour operators Accommodation facilities Entertainment Bus service Taxi services

4.77 4.73 4.62 4.60 4.57 4.55 4.52 4.48 4.47 4.41 4.19 4.09

0.79 0.73 0.88 0.77 0.96 0.78 0.93 0.74 0.81 0.84 0.91 0.96

Interestingly, topping the Brunei tourists’ satisfaction with Malaysian tourism-related services are restaurants and sports facilities. These can be attributed to the changes in lifestyle of the Bruneians. Food is liked by Bruneians and in fact, with increasing affluence, Bruneians too are fast becoming health conscious (Han, 2007: 1). The point here is to understand the Brunei tourist motives well so as to better sell and market Malaysia to this tourist segment. 4. Conclusions This paper presents findings of a preliminary study of Brunei tourists who visited Malaysia in 2007. The data was collected based on convenience sampling, i.e. questionnaires were distributed to tourists who happened to be at the selected tourist spots, airports, and hotels in Malaysia. The findings of this study therefore, are not generalizable to all the Brunei tourists who visited Malaysia at different times, and/or to different locations. This study, however provides some information which could be useful for tourism agencies in Malaysia (Tourism Malaysia, Ministry of Tourism, industry players) in understanding a segment of their customers, i.e. Brunei tourists. Such an understanding would help those agencies in the planning and promotion of Malaysian tourism. The tourists’ concerns could also be useful for the authorities to improve tourism-related services in Malaysia so that tourists would be delighted, and delighted tourists could help in promoting the country to other potential tourists.

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References Abu Bakar, Anna (2007) ‘Natural products for more beautiful skin’, The Brunei Times, 11 August 2007, p. 4. Crompton, John L.(1979). Motivations for pleasure vacations. Annals of Tourism Research, VI(4), 408-424. Kay, P. (2003). Consumer motivation in a tourism context: continuing the work of Maslow, Rokeach, Vroom, Deci, Haley and others. ANZMAC 2003 Conference Proceedings. Adelaide 1-3 December. Newsome, D., Moore S.A., Dowling, R.K. (2002) Natural Area Tourism: Ecology, Impacts and Management. UK: Channel View publications. Ng, E. (2007). ‘Malaysia Crackdown’, Borneo Bulletin, 10 December 2007, p. 1, 9. Pearce, P.; Morrison, A.M. and Rutledge, J.L. (1998). Tourism: Bridges across continents. Sydney: McGraw-Hill. Han, S (2007) ‘Coronary diseases hit young age group’, The Brunei Times, 30 July 2007, p. 1. Tourism Malaysia. (http://www.tourism.gov.my/statistic/tourist_arrivals.asp).Retrieved on 14th. December 2007.

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