期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：9
页码：1016-1024
DOI：10.6007/IJARBSS/v11-i9/10872
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The tourism industry plays an important role in the economic growth of countries all around the world including Malaysia. Thus, identifying tourist most preferred travel destination based on a set of travel criteria assist in the strategy of marketing and promoting a travel destination. The objective of this paper is to propose a survey design to determine the most important travel criteria for selecting travel destinations in the state of Perak, Malaysia. The Analytical Hierarchy Process (AHP) was employed and the decision problem was structured into a three-level hierarchy consists of the goal, travel criteria and travel alternatives. The study had identified three travel destinations namely Ipoh, Kuala Kangsar and Pulau Pangkor and four travel criteria; beauty, cost, transportation and accommodation. Respondents consist of tourists of Perak were required to answer a set of questionnaires to provide pairwise comparison scores of travel criteria and travel destinations based on 1 – 9 scale. This paper shares strategy in travel’s choice problem formulation and questionnaire design.
