APT 3073

RESEARCH METHOD

SEMESTER SEPTEMBER
SESSION 2018/2019

GROUP ASSIGNMENT

NAME OF LECTURER : MADAM MARLISA BINTI ABDUL RAHIM

TUTORIAL GROUP : L6T3

DATE OF SUBMISSION : 6 DISEMBER 2018

GROUP MEMBERS :

NAME MATRIC NUMBER

AIDIEL FAHMI BIN CHE MEE H16A0011
MUHAMMAD AZAIM BIN MAZENEE H16B0170
NUR SHAZWANIE BINTI SALIM H16A0586
NURUL SYAHIEDA BINTI SALIKIN H16A0355
FARAH NADZIRAH BINTI OSMAN H16A0524
JANNAH RIA BINTI SALIM H16A0095

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NO TITTLE PAGES
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Chapter 1 :

1.1 Background of Study 3

1.2 Problem Statement 4
1.3 Research Questions 5
1.4 Research Objectives 5
1.5 Scope of Study 5
1.6 Significant of Study 6
1.7 Definition of Terms 7

Chapter 2 :

2.1 Introduction 8
2.2 Tourist’s Loyalty 8
2.2.1 Definition Of Tourist’s Loyalty 9
2.2.2 Antecedents Of Tourist’s Loyalty 9
2.3 Tourist’s Loyalty 10
2.4 Tourist Perceived Value 11
2.5 Relationship Between Satisfaction, Perceived 12
Value And Tourist Loyalty
2.6 Conceptual Framework 15
2.7 Summary 15

Chapter 3 :

3.1 Introduction 17
3.2 Research Design 17
3.3 Population And Sample 18
3.3.1 Population 18
3.3.2 Sampling 19
3.4 Sampling Procedure 21
3.5 Research Intruments 21
3.6 Data Analysis 22
3.6.1 Descriptive Statistic 23
3.6.2 Reability Test 23
3.6.3 Pearson’s Correlation 24
3.7 Summary 25
3.8 Referrences 26

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 FACTOR INFLUENCING TOURIST ARRIVAL IN CHOOSING TRAVEL
DESTINATION IN KELANTAN.

CHAPTER 1 : INTRODUCTION

1.1 BACKGROUND OF STUDY

The travel industry has experienced many high points and low points in the ongoing
years. The world Travel &Tourism Board (WTTC, 2012) gauges that, from immediate and
aberrant exercises joined, the Travel industry and Travel part currently represents a surprising
9.2 percent of worldwide Gross domestic product, 4.8 percent of world fares, and 9.2 percent
of world venture. The travel industry is viewed as the world biggest and most assorted
business part (Chen and Zan, 2009), and as indicated by (Cornelissen, 2005), the travel
industry is utilized as a pathway for advancement and bit by bit turn into a typical
improvement center for some nations. In our nation, Malaysia is positioned ninth on the
planet for vacationer entries. The movement and the travel industry Intensity Report 2017
positions Malaysia 25th out of 141 nations generally speaking, which was the fifth best in
Asia.

This research is mainly conducted to further our knowledge in the factors that
influences the decision in choosing travel destination in Kelantan. As we all have known, the
main aspects in travelling, is the destination that we chose to go. There are variety of factors
influencing one’s decision in choosing their travel destination. That includes age, satisfaction,
experience, cost and many more. For an example, students who are still studying, would have
a tight budget to follow, considering that students have many other commitments that needed
to be precedence whereas business man have tight schedule to follow and therefore would
have difficulties in finding time to make decision. As indicated by Solomon (2004),
motivation gives constructive method to influence individuals to get a positive esteem. With
clear motivation, tourists can easily choose their travel destination.

The number of tourists coming to Malaysia are increasing by the year. Looking at the
number of tourists in 2015 and 2016, the figures increases by 1.04 million, where in 2015,
there are 25.72 million of tourist and in 2016, there are 26.76 million tourists. (Malaysian

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Tourism Statistic, 2017). Tourism industry in Kelantan are being heighten as to attract more
visitors/tourists. As Sultan Muhammad V had urged all quarters, especially tour agencies, to
provide a variety of packages to draw more visitors to the state in conjunction with Visit
Kelantan Year (VKY) 2016), New Straits Times (2016).

1.2 PROBLEM STATEMENT

The travel industry is a standout amongst the most essential speculations that every
nation could offer including Malaysia. It prompts a few monetary gains and expanded income
for businesses, for example, transportations, restaurant, hotel and furthermore things that
identified with providers, entertaiments, cash trade and medicals. Like different nations,
Malaysia is outstanding for its awesome and valid fascination. One of the states in Malaysia
that is acclaimed for its characteristic fascination and lovely destination is Kelantan.

One of the approaches to examine the tourism industry interest for the country is by
analysing the tourist entry information. As of late, statistical strategy was utilized to decide
the social acknowledgment levels and issues in the usage of sustainable power sources for
various end-uses. This technique has kept on being utilized by other researcher and scientist.
This study analyse tourist profile data collected in 2017. The number of international tourists
coming to Kelantan in 2017 is 819,966. Malacca is also the most popular heritage attraction in
Malaysia but the number of international tourist coming to Pahang is 1575,972

The statistical show that worldwide tourist totally depict Kelantan as an unprecedented
goal with beutiful, wonderful, intriguing and stand-out attractions, alongside accommodating,
agreeable and cognizant people. This is on the grounds that the quantity of global visitor come
to Kelantan ig higher than Malacca. There are a couple of movement goal for vacation spot
sightseers to head out to Kelantan because of its remarkable and wonderful fascination, for
example, as its untainted shorelines (Pantai Sri Tujuh, Cahaya Bulan, Sabak, Melawi, Irama
and Bisikan Bayu), cool clean rapids (Jaram Linang, Jeram Pasu, Bukit Bakar and Lata Rek),
Gunung stong (Jelawang cascade and give in), Lojing Good country (Reffelisia, hot spring
and rainforest), National Stop Kuala Koh and Tasik Pergau. These common assets are
remarkable and fascinating to investigate by visitor since this sort of goal frequently offers
open air exercises, for example, kayaking, wilderness following and parts more.

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1.3 RESEARCH OBJECTIVES

Objective of this study:

i) To examine the relationship between tourists’ perceived values and tourist loyalty.
ii) To examine the relationship between tourists’ satisfaction and tourist loyalty.

1.4 RESEARCH QUESTIONS

The study attempt to address the following questions:

i) What is the relationship between tourists’ perceived value and tourist loyalty?
ii) What is the relationship between tourists’ satisfaction and tourist loyalty?

1.5 SCOPE OF STUDY

This study is about the factors influencing tourists in choosing travel destination. The
focused on this study is on the determinants factors and tourists loyalty. Tourists’ satisfaction
and tourists’ perceived value were independent variables while tourists loyalty were
dependent variable.

The scope area of the study is in a rural state in the northeast of Peninsular Malaysia,
Kelantan. The respondent for this study will be among the tourist who visited Kelantan. With
the nonstop advancement of tourism, the driving instrument of tourist loyalty has turned out
to be one of the intriguing issues in the tourist behavior study.

This study, however, proposes a conceptual model of tourist loyalty from tourists’
satisfaction and tourists’ perceived value. Therefore, this study will examine the relationship
between the tourist loyalty and the tourists’ satisfaction and perceived value by doing the
survey based on questionnaire and interview on tourists who visited Kelantan.

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1.6 SIGNIFICANT OF STUDY

Learning is the part of improvement that indicates adjustment of conduct, abilities and
information that outcomes from training and experience which looked for quality instruction.

The generation of this present investigation would be great commitment to the immense
learning in connection to students accomplishment. Crucial result of this examination could
be exceptionally critical and advantageous for understudy and everybody.

Effort of research in this scope enable tourist to explore factors that influencing travel in
Kelantan. This research is to know level of satisfaction that tourist get when travel to
Kelantan. Thus will be automatically when tourist satisfy, percentage that tourist come to
Kelantan increase, so image of Kelantan will be more known in Malaysia. Then, it undeniable
provided a critical evalutation of existing knowledge and excavates futher knowledge about
tourism scope.

This study can be a distinct picture on factors that influence perceive value that tourist
choosing travel in Kelantan. In addition, when Kelantan meet criteria that tourist want,
perceive value from eye of that tourist will make sense to choose Kelantan as a number one
destination that tourist prefer in Malaysia. So, attraction is a priority to tourist for get involve
in choosing travel destination.

Next this study to help tourist in decision making when travelling. Then, tourist loyalty
can increase if perceive value and satisfaction can link together. Meanwhile, this research
provide education to tourist in weigh and considerations whether the tourism parties is
carrying their responsibility to the community.

1.7 DEFINITION OF TERMS

Table 1: Definition of Terms

Terms Definition Authors

Destination Image An expression of knowledge, (Kavoura, 2014)

impression of knowledge,

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 impressions, prejudices,
imaginations and emotional
thoughts an individual has of a
specific place

Perceived value as the trade-off

Tourists’ Perceived Value between perceived benefits and Lovelock (2000)
perceived costs.

How much a tourist

(Tribe and Snaith,

Tourists’ Satisfaction Evaluation of the qualities of that
1998)
goal surpasses his or her desires for
those properties.

Loyalty is additionally intended to

be a significantly held duty of
rehash buy of favored products or
Tourists’ Loyalty (Frangos et al., 2015)
services continually in future which
bringing about purchasing identical
brand

1.8 SUMMARY

In a nutshell, this research could accomplish all the underlying objectives. With the
end goal to study the components which motivate tourist in picking travel destination, two
independent variables in particular apparent perceived value and satisfaction were taken into
this study.

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 CHAPTER TWO

LITERATURE TREVIEW

2.1 INTRODUCTION

This chapter discussed about some past studies which is related with regions of the
investigation concerned. The examination of ecotourism goal picture contains parts of social
and economy which have cooperation. This chapter also reviewed some supporting literature
that related with tourist’s loyalty and some ideas to accomplish the purpose of study.
Furthermore, it is must have some statistics or evidence that shows their relationship.

2.2 TOURIST’S LOYALTY

Loyalty can be characterized in two points of view which are attitudinal and social
thought. Loyalty is additionally intended to be a significantly held duty of rehash buy of
favored products or services continually in future which bringing about purchasing identical
brand (Frangos et al., 2015). On the other hand, loyalty can be described as the future way of
confirmation to purchase a goods or services. Loyalty can be considered as repeating purchase
attitude. Combination of pattern and attitude of tourists toward tourism destination are
including in a complete assessment (Coban, 2012).

Tourists’ loyalty can be determined by satisfaction and experience of customer, value,

quality and performance of service, price, demographics and brand identity. Loyal customers
are confident in a purchase decision, reducing the need for promotions or advertising in
comparison to brands with a low degree of loyalty. In addition, satisfied and loyal customers
become brand supporter who boost to new customers by communication.

Among the most frequently used frameworks for examining tourist satisfaction is the
expectation/disconfirmation theory (Chen & Chen, 2010). Other theories also consider
satisfaction as a result of actual performance evaluations of destinations based on specific
attributes (Eusebio & Vieira, 2013). These studies suggest that tourist satisfaction results from
personal judgements about all aspects of the tourist experience (Alegre & Garau, 2010), such

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as physical attributes of the destination and social factors (Walter, Edvardsson, & Ostrom,
2010).

Thus, satisfied tourists with a vacation destination will tend to be more loyal to that
destination over time.

2.2.1 DEFINITION OF TOURIST’S LOYALTY

In the consumer, customer reliability has been viewed as critical objective (Reicheld
and Schetter, 2000). (Oliver,1999), had characterized dependability as 'a profoundly – held
inclination to repatronize a favored brand/benefits reliably later on, in this manner causing
redundant same brand acquiring, in spite of situational impacts and promoting endeavors
having the capacity to cause exchanging conduct. As to the travel industry part, (Bigne et al,
2005), hold that it is hard to gauge reliability based on rehash buys in light of the fact that
utilization is rare and clients may want to visit new places. In any case, as per (Hepwort and
ateus, 1994), when client is steadfast, he or she will keep on purchasing a similar brand, or for
this situation, to visit a similar place, will in general purchase increasingly and will prescribe
the brand to other people. Devotion can likewise be characterized as visitor's aim to return to
and their proposal to other people, (Oppermann, 2000; Yoon and Oysal, 2005). This
definition is bolstered by, (ones and Sasser, 1995), who contended that purpose to repurchase
is an exceptionally solid marker of future conduct.

Tourist’s loyalty is also operationally defined as the level of tourist’s perceptions of a

destination as a recommendable place, (Joseph Chen and Dogan Gursoy, 2001).They
operationally defined destination loyalty as the level of tourist’s impression of a destinaton as
a decent place, one that they would prescribe to other people, taking note of that reviews
which just considers rehash visit as a indicator of reliability to the destination are insufficient.

2.2.2 ANTECEDENTS OF TOURIST’S LOYALTY

In the previous decade, the travel industry firms have turned out to be mindful of the
extraordinary advantages of keeping up a strong base of steadfast clients. Today destination
confront the hardest rivalry in decades and it might wind up harder still in years to come, so
advertising directors need to comprehend why sightseers are dependable to destination and

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what choose their depandability, (Chen and Gursoy, 2001). As indicated by (Chi and Qu,
2008), given the potential job of sightseers dependability, one ought not be astonished that
various investigations shed light on the major impacting factors that lead to client
maintenance, eventough the majority of them doesn't concentrate on goal.

A lot of research has been dedicated to examine the precursors of visitor's reliability,
including fulfillment, (Cook and Crompton, 2000; Kozak, 2001; Petrick, orais and Norman,
2001), quality develops, (Pastry specialist and Crompton, 2000; Chen and Gursoy, 2001;
Yuksel, 2001), saw esteem, (McDougall and Levesque, 2000; Lee, Yoon and Lee, 2007;
Parasuraman and Grewal, 2000; Petrick and Backman, 2002), and goal picture, (Baloglu and
McClearly, 1999; Court and Lupton, 1997; Chon,1992; Chi and Qu, 2008). Goal picture
encourages appositive effect on apparent quality, fulfillment and aims to come back to a
similar goal, (Bigne et al, 2001; Chi and Qu, 2008; Court and Lupton, 1997). Traveler
dedication would most likely enhance if goal picture directly affects conduct aims through
quality, saw esteem and fulfillment, which thus influences social aims.

(Borroso et al, 2007), discovered four gatherings of travelers, based on the need to
change which sightseers have with regards to traveling. These gathering show huge contrasts
relying upon the goal of the visitors to return or to prescribe the goal they have been. As per
(Girish Prayag and Chris Ryan, 2011), the auxiliary modular on the investigation of
Mauritius, demonstrates that goal picture, individual association, and place connection are
forerunners of vacationer's steadfastness. Discoveries of the “Developing Destination Loyalty:
The instance of Hainan Island", the investigation uncovered that goal recognition, goal
picture, saw esteem and vacationers fulfillment all impacted the Chinese household voyagers
goal dedication.

2.3 TOURISTS’ SATISFACTION

Tourist' satifation with a trip or a destination is an result of various perspectives, for

example, their perspective of thing segments and additionally their desires previously and
amid the outing. People travel to satisfy one or a couple of their needs, whatever these
necessities are. To achieve satisfaction people attempt to carry on normally. They choose, for
example, that they expect will fulfill their necessities acceptably. This propensity of sound

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conduct, demonstrates that there are associations between thought processes in voyaging,
choices made and satisfaction. In an aggressive market where business goes after clients,
consumer loyalty thought about a key component of business methodology. (Gitman &
McDaniel, 2005).

Tourist satisfaction is characterized as the level of positive sentiments: initiated from

the experienced at the destination. The main focus of evaluating satisfaction is the increase in
itself when customers compare their sensations to their initial expectations with the
“disconfirmation theory” (Yuksel&Yuksel, 2002; Prayang, 2008). This theory uncovers that
customer would think about between “ performance” of the destination organization and their
“expectatios” through sources that they have gotten, for example, advancements and word-of-
mouth. A satisfied visitor would be happy when he sees a higher administration execution
than the administration expectation. However, if the apparent administration execution is
lower than the administration expectation, it is considered as discontentedness of the
customers experience (Coban, 2012).

Destination loyalty can be developed through satisfaction of tourists in the way of

goods or services, custom and visiting the attractions ( Frangos C., Kararapistolis, D., Stalidis,
G., Constantinos, F., Sotiropoulos, I., and Manolopoulos, I.,2015). There are some
prerequisites such as weather, history, accommodations, food and beverages of specific
destination are essential for travelers’ positive perception. According to Rajesh (2013),
satisfaction is a perceptive state where they will be rewarded properly or improperly for what
they had sacrificed. Kozak and Rimmington (2000) indicate competitive advantage of a
tourism business has been affected by tourist satisfaction. It is because it contributes impacts
toward products and services consumption, destination choices and tourists’ loyalty to
destination.

2.4 TOURIST PERCEIVED VALUE

Perceived value is defined as “the consumers overall assessment of the utility of a

product or serviced based on perceptions of what is received and what is given” (Zeitaham,
1988). Similarly, Lovelock (2000) defined perceived value as the trade-off between perceived
benefits and perceived costs. Perceived value is considered as a key construct in relationship
marketing and for gaining competitive edge (Ravald & Gronroos,1996; McDougall &

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Levesque,2000) Monroe (1990) indicated perceived value as consumer emotion and the
balance of payment of expenses with acquisition are the subjective evaluation of perceived
value. This shows that perceived value are based on the comments and experience of an
individual with balancing the cost and facilities. This demonstrates that perceived value
depend on the remarks and experience of a person with adjusting the expense and facilities.
According to Lee (2010), perceived value can be considered as the outcome or the advantage
that the customers got is equal to the amount of cash that customer paid. This demonstrates
customer will pick up the advantage which equivalent to the total amount of costs they spent
for.

Tourist perceived value can be categorized as the different between the aggregate of
the tourists aspirations with respects to product or services and the payment that they should
made in order to employ the products. As mention in previous research, the two main prior for
perceived value of tourism products and services included perceived quality and price
(Duman and Mattila, 2005). These two qualifications are vital in measuring the tourist
perceptions towards the ecotourism destination image.

Tourists has hold distinctive observation toward a destination and their perceived
value help them in picking destination which lays on their desire. A couple of investigation
analyze that tourist perceived value containing five estimation, which incorporate value of
functional, value of epistemic, value of emotion, value of social and unexpected worth. Bajs
(2015) found that tourist satisfactions are influence directly by their perceived value which
also brings impact on their future behavioral towards a specific travelling destination. Before
any tourist settling on choice in purchase a travel packages, they will at first survey for the
environment and management of the destination. They probably might not buy to a similar
place in future if the accomplished they picked up is unsatisfied.

2.6 RELATIONSHIP BETWEEN SATISFACTION, PERCEIVED VALUE AND

TOURIST LOYALTY

The impact of perceived value and satisfaction on visitor steadfastness has been
popular research point in the travel industry inquire about. Javier and Bign (2001) have
uncovered that goal picture had coordinate association with seen quality, fulfillment and
expectation to return and ability prescribe others. . Yoon and Uysal (2005) tried the easygoing

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relationship among the draw, push variables of inspiration, tourist satisfaction and goal
steadfastness. Ibrahim (2005) had featured the impact of goal picture on the vacationer's
recognition and satisfaction with reference to tourist demography markers, goal's
administrations, air, security, solace and culture. Hwang, Lee and Chen (2006) explored the
noteworthy connection between vacationer associations, put connection and satisfaction.
Lucio HernándezLobato, Maria Magdalena Solis-Radilla, Miguel Heavenly attendant
Moliner-Tena and Javier Sánchez-Garcia (2006) had affirmed the relationship among seen
picture, benefit quality, satisfaction and unwaveringness. Gallarza, M. G., and Gil Saura, I.
(2006) had examined the easygoing relationship among perceived value, satisfaction and
steadfastness. Past research has widely analyzed different components influencing goal
steadfastness, including statistic attributes, past experience, goal picture, and administration
quality (Assaker et al., 2011; McDowall, 2010), with guest fulfillment rising as one of the
significance indicators (Campo-Martinez, Garau-Vadell, and Martinez-Ruiz, 2010).

Consumer loyalty has gotten much consideration in the promoting writing. Chi and Qu
(2008), then again, defined satisfaction as an outcome of clients' appraisal of saw quality.
Consumer loyalty can be estimated by means of immediate or aberrant techniques. One of the
key components of goal promoting achievement is tourist satisfaction since it impacts the
decision of goal and the choice to return to (Kozak and Rimmington, 2000; Yoon and Uysal,
2005). Devotion flags clients' frames of mind and practices towards the items and
administrations got and their recurrent utilization (Cook and Crompton, 2000). Past
investigations have affirmed the connection between consumer loyalty and faithfulness
(McDougall and Levesque, 2000; Cronin et al., 2000). It is in this way vital to look at the idea
of picture and its connection to the satisfaction acquired so as to decide guests' aims to return
to and to prescribe the goal (Bigné et al., 2001; Cai et al., 2004; Yoon and Uysal, 2005).
Various examinations in the field of the travel industry discovered satisfaction has an effect
on vacationers' future conduct aims (Chen and Tsai, 2007; Chi and Qu, 2008; Prayag and
Ryan, 2012). Positive travel encounters in term of administrations, items and different assets
given by the goal could prompt positive informal (WOM) proposals and in addition rehash
visits (Yoon and Uysal, 2005; Chi and Qu, 2008). At that point, goal encounter is considered
as an item, tourist may return to or prescribe it to companions and relatives (Yoon and Uysal,
2005). In particular, visitor dependability has been conceptualized . Social dedication centers
around the conduct result, for example, rehash visits. This methodology as a rule neglects to

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unveil the prefacing factors that influence client reliability (Yoon and Uysal, 2005).
Attitudinal faithfulness alludes to voyagers' mental articulation, for example, expectation to
return to a goal or prescribe to other potential tourist At operational dimension, return to aim
and suggestions to others are the most normally utilized estimated for visitor unwaveringness
(Alcañiz et al., 2009; Horng et al., 2012; Hung and Petrick, 2012). Rehash guests speak to a
much wanted market section for some travel industry items and goals (Lau and McKercher,
2004).

The examination of Top (2010) inside the setting of diner industry, suggests that clear
regard has both prompt and underhanded ramifications for lead points. He suggests and
exhibits precisely that advantage quality and saw esteem. So likewise, Lovelock (2000)
described evident impetus as the trade off between clear preferences and saw costs. Seen
esteem is considered as a key create in relationship displaying and for expanding forceful
edge (McDougall and Levesque, 2000). Past examinations have seen that obvious seen esteem
and satisfaction as the antecedents of social objectives (Petrick, 2004; Chen and Tsai, 2007).
The examination of Lee et al. (2007) found that clear regard is the best marker of social
points. Chen and Tsai (2007) delineate obvious motivating force as the tourists' evaluation of
the aggregate resources of the trip reliant on the focal points (what is gotten) and cost (what is
given). Research considers recommended that clear seen perceived value may be a
predominant pointer of repurchase points than satisfaction (Chen and Chen, 2010). Even more
starting late, Pandža Bajs (2013) found that visitors' clear seen esteem clearly impacts their
satisfaction, while perceived value straightforwardly influences their future social objectives
toward the objective. In addition, saw regard has been overviewed as an emotional appraisal
of the time and money place assets into a trip conversely with the experiences guest grabbed.
Seen apparent perceived value has an essential interceding work and a quick positive
relationship with customer relentlessness (Lemon et al., 2001). Plus, saw esteem is found to
have an out and out advantageous result on as a rule satisfaction and them two reveal vital
productive results on direct desires in the air ship advantage setting (Chen, 2008). Many
research scientists in like manner found direct relationship of saw an impetus with casual
correspondence and repurchase points (Lin et al., 2005, Cronin et al. 2000). Wang et al.
(2004) and Lin and Wang (2006) also supported this result. There is moreover positive
connection found between purchaser perceived value and customer dependability (Yang and
Peterson, 2004; Sirdeshmukh et al. 2002).

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2.7 CONCEPTUAL FRAMEWORK

Satisfaction

Tourist

Loyalty

Perceived

Value

Figure 1:Conceptual Framework

2.8 SUMMARY

Literature review are designed to provide an overview of sources that have to explore
while researching particular topic and to demonstrate to readers and how hat research fits
within a larger field of study. In fact, factors influencing tourist choosing travel to Kelantan
will be common factor that purpose of this research.

Firstly, tourist loyalty is first section that must be in the factor of this research.
Loyalty can be considered as repeating purchase attitude. Tourist loyalty can be determined
by satisfaction and experience of customer, value quality and performance of service, price,
demographics and brand identity.

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 Next, tourist satisfaction is one of the factors that can be influence tourist choosing
travel to Kelantan. Tourist satisfaction is characterized as the level of positive sentiments
initiated from the experienced at the destination. So, in this case, research need to ensure that
if we purpose a good service to tourist, tourist will satisfy and sure that they will come again.

Last but not least, perceive value is a next important things that will be a factor that
tourist choosing travel to Kelantan. Perceive value means a different between aggregate to the
tourist aspirations with reflect to product or service and the payment that they should made in
order to employ the products. This will be demonstrate that perceive value depends on the
remarks and experiences of a person with adjusting the expense and facilities.

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 CHAPTER 3

RESEARCH DESIGN

3.1 INTRODUCTION

Research objectives and research question have been described in Chapter One. This
chapter provides an overview of the research design that would be implemented by the
researcher in order to get test the theoretical framework. This chapter also discusses about the
steps used and data collection for this research. There is a focus on the population and sample
size that is choose for questionnaire for the research. The researcher then explained on the
process of data gathering data analysis and interpretation.

3.2 RESEARCH DESIGN

The research aims to factor influence by Tourist in choosing travel destination in

Kelantan. Descriptive research aims to give a valid and accurate representation of the variable
that are relevant to the research question and descriptive study is also more structured than
other types of research. Types of research question, configurations, and analysis information
are all part of descriptive study. The key purpose of descriptive research is to describe the data
and characteristics associated with the main factors that affect choosing travel destination in
Kelantan. A correlation study is applied in this study where the study is being done in a
natural environment with negligible obstruction by the researcher with the typical stream of
work (Sekaran & Bougie, 2013)

This survey research strategy is used where the questions are arranged into self-
administered questionnaire and the respondent completes on his or her own. Information
collecting and investigation technique that produce reports regarding the measures of central
affinity, assortment, and association are used for this research. A combination of summary
and correlational measurements, along with the emphasis on particular type of research
questions, techniques, and result is how descriptive statistic is distinguished from other
research types.

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 Cross-sectional study is applied in this study which it can be undertaken in which data
are gathered just once and it can be compared to different population at a single point in time.
The purpose of the study is to gather data that can result in finding answer to a research
question (Sekaran & Bougie, 2013)

This study uses a quantitative research to underline target estimations and the genuine,
logical, or numerical examination of data assembled through survey by controlling past
quantifiable data using computational technique (Babbie, 2009). Quantitative research
emphasizes on gathering numerical data and generalizing it crosswise over gathering of
individuals or to clarify a specific phenomenom (Mujis, 2010). An empirical study was
conducted among tourist. A quota sample of 180 respondents was adopted by the
questionnaire survey method whereby the questionnaire the factors influence by tourist in
choosing travel destination.

3.3 POPULATION AND SAMPLE

3.3.1 POPULATION

A population is the total subjects from which the study subjects are chosen in term the
target population (Ingham-Broomfield, n.d). In other words, population is a group of potential
participants to whom you want to generalize the result of study. Accessible population and
target population are different. The accessible population made up of all that are within the
designated criteria and this population is able to be reach as subjects of study.

As the target population on our research, the researchers targeted for tourist who
visited to Kelantan with age 18 years old and above. The population is 573 649 peoples. This
particular population is chosen because we can easily to reach them. They are chosen on the
assumption that they are including in the range of age usually are tourists that have experience
to travel. The study only conducted in Kelantan because it is easier for researcher to find
respondents as the researchers are studying at UMK Pengkalan Chepa. The tourists were also
from different ethnicity group such as Malay, Chinese, Indian and other different races as
well. This population includes students, group of family, teenagers, adults and senior citizens.
The research objectives and scope of the study are critical in defining the target population
(Sekaran & Bougie, 2010).

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3.3.2 SAMPLING

Sampling refers to the ideal sample that made up of every related subject in a research
based on economic, related size, time and cost (Ingham-Broomfield, n.d). The sample
selections of the respondents are on the basis convenience technique and quota sampling
which is a non-probability sampling technique where the sample has the same proportions of
individuals as the entire population with respect to known characteristics, traits or focused
phenomenon. Sampling design is necessary to ensure that a representative sample is drawn
from right individuals, objects or events of the target population (Sekaran & Bougie, 2010).

The researcher use quota sampling which is quota needs to be chosen for each
population because the researcher cannot predict the exact amount of population of tourist.
Then, non-probability is convenient for quota sampling which shows the researcher cannot
pick a random amount. Then, the researcher needs to create a limitation on the respondents in
order to distribute the questionnaires for this research. The respondents are divided equally
which are 60 respondents from Year 1, 2 and 3 which is taking tourism subject respectively.

Sample sizes are the subset of the population. According to Sekaran & Bougie (2010),
the application of sample sizes are to help researchers to obtain more reliable results. In this
research, formula Krejcie and Morgan (1970) was used to determine the sample size for
population. The number of population of tourists visited to Kelantan recorded as 573, 649
peoples in year 2014. Thus, 384 respondents were chosen as sample size in this study.
According to the formula Krejcie and Morgan (1970), referred to table below to determine the
sample size of a known population.

Krejcie and Morgan formula are shown as equation below:

S= X2 NP(1-P)
d2 (N-1) + X2 P(1-P)

Where,
S= Required sample size,
X= Z value (example 1.96% for 95% confidence level)
N= The population size (
P= The population proportion
D= The degree of accuracy expressed as proportion

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 Table: Determining Sample Size of a Known Population.
N S N S N S
10 10 220 140 1200 291
15 14 230 144 1300 297
20 19 240 148 1400 302
25 24 250 152 1500 306
30 28 260 155 1600 310
35 32 270 159 1700 313
40 36 280 162 1800 317
45 40 290 165 1900 320
50 44 300 169 2000 322
55 48 320 175 2200 327
60 52 340 181 2400 331
65 56 360 186 2600 335
70 59 380 191 2800 338
75 63 400 196 3000 341
80 66 420 201 3500 346
85 70 440 205 4000 351
90 73 460 210 4500 354
95 76 480 214 5000 357
100 80 500 217 6000 361
110 86 550 226 7000 364
120 92 600 234 8000 367
130 97 650 242 9000 368
140 103 700 248 10000 370
150 108 750 254 15000 375
160 113 800 260 20000 377
170 118 850 265 30000 379
180 123 900 269 40000 380
190 127 950 274 50000 381
200 132 1000 278 75000 382
210 136 1100 285 1000000 384
Note: N is Population Size; S is Sample Size.

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3.4 SAMPLING PROCEDURE

Sampling method is the rules and procedures by which some elements of the
population are included in the sample. The sampling method in business research can be
divided into probability and non-probability sampling. Non-probability sampling involves
non-random methods in the selection of elements in which not all have equal chances of being
selected. The sampling method that will be use is the convenience sampling method. The
convenience sampling is the process of including whoever happens to be available at the time.
This technique enable for researcher to gather the information quickly and efficiently.

3.5 RESEARCH INSTRUMENTS

To conduct this research, a questionnaire approach was implemented as to gather

primary data from our respondents. A questionnaire is a type of research instruments which
came in the terms of a predefined series of questions that helps researchers to collect data
from their respondents. Questions relating to the methodology, and material that affects
tourist’s decision making in our particular focus as well as their opinion to improve the
tourism sector were asked in these structure. These questionnaires are distributed to all our
respondents along with a cover letter that stated the purpose and significance of our study.
The respondents are also free to take part in this questionnaire, willingly and without being
forced by any party. The identity of the respondents are also kept secret as to provide them
comfort and rights to voice their own opinion freely in this survey.

The content of these questionnaires are divided into 5 segments, A, B, C, and D.

Section A of the questionnaire are based on personal data of the respondents, mainly their
demographic status such as gender, status, race, level of education and age. Their name are
not required as to ensure comfort and security for them. The questions in this section are
considered as a close ended questions that requires the respondents to give their own answers.

Section B, is on the factors that influences tourist loyalty, which is the dependent
variable in this research. Each questions in this section is scaled with 5-likert scale that ranges
from 1 – 5 which 1 are labelled strongly disagree, 2 disagree, 3 neutral, 4 agree and 5 strongly
disagree.

Section C, on the other hand is questions that are based on tourist’s satisfaction
towards the destinations they chooses. It is mainly about what influences them and how they
21
rate the destination. Same as section B, this section is also scaled with 5-likert scales that
ranges 1-5.

Section D, is made up of questions that represent the perceived value of the tourist’s
that could be adopted in affecting the decision making of choosing travel destination. Just like
the previous 2 sections, a 5-likert scales are also implemented in this section as to further
understand the respondent perceptions.

Table 3.0 : Likert Scale

1 2 3 4 5
Strongly Disagree Disagree Does not disagree nor Agree Strongly Agree
agree

3.6 DATA ANALYSIS

The process or procedure that involves formally identifying subjects and building a
hypothesis or an idea is known as data analysis (Bogdan & Taylor, 1975). Data analysis uses
a descriptive study which is involved in collecting data that describes the characteristic of
persons, events or situation. Descriptive research is quantitative in nature. It involves
quantitative data such as satisfaction, perceived value and tourist loyalty. Through the
descriptive research, mean, median and mode are then used to get the results using correlation
and regression process to distribute respondents.

The strength and direction of relationship is shown by correlation coefficient.

Correlation coefficient can be calculated by using a formula that takes into account the two
sets of figure. Theoretically, 1.0 represents a perfect positive correlation between two
variables and -1.0 represents a perfect negative correlation. When accessing correlation
between any two variables, neither of these are found in reality. This is due to the fact that
they are projected to be not the same. When one independent variable is hypothesized to
affect one dependent variables, regression analysis is used.

When one independent variable is hypothesized to affect one dependent variables,

regression analysis is used. For instance, assume that we propose that the propensity to buy a

22
product depends only on the perceived product. If this is the situation, more information
would be gathered on perceived quality and propensity to buy a product.

In analysis process, there is also frequency analysis which includes both the pigpen
and the Caesar cipher which are types of mono-alphabetic cipher. The same 24 cipher letter or
symbol encodes to each plaintext. The weakness of mono-alphabetic ciphers is that their
frequency does not change even though the letters themselves change. Thus, the code can be
cold cracked by any passionate cryptographer using frequency analysis tables of the original
plaintext language.

3.6.1 DESCRIPTIVE STATISTIC

Based on Black, Babin, Anderson and Tatham (2006), collecting data in this study
involves the analysis of descriptive statistics. Different from inferential statistics, descriptive
statistics are basically about describing the basic features of the data that the researcher had
gathered. It is also usually used in presenting a quantitative analysis of data in a simple way.
In other word, descriptive statistics are numbers that summarize the data with the purpose of
describing what had occurred in the sample data. Descriptive statistics allow the researchers
to characterized data based on its properties. It’s main purpose is to provide a brief summary
of the samples and the measures done on a particular study. It can also be used to compare
samples from one study with another and help researchers detect sample characteristics that
may influence the end conclusion. Through the questionnaire distributed in this survey,
descriptive statistics was used to build a convenient summary from the response, which had
helped greatly in achieving the purpose of this study.

3.6.2 RELIABILITY TEST

The capacity of an instrument to quantify what should be measure is known as

legitimacy. Parsion and Dunning (2009), expressed that there are two meanings of legitimacy,
regardless of whether the instrument truly measures the thought being alluded to and whether
the thought is decisively. Legitimacy is how much and intrument is doing what it is stretched
out to do and. Legitimacy of the exploration instrument is assessed for face, substance and
develops legitimacy.

23
 Cronbach's alpha, α (or coefficient alpha), created by Lee Cronbach in 1951, measures
unwavering quality, or inner consistency. "Dependability" is the means by which well a test
estimates what it should. For instance, an organization may give a vocation fulfillment
overview to their workers. High unwavering quality means it quantifies work fulfillment,
while low dependability implies it gauges something different (or perhaps nothing by any
means).

Cronbach's alpha tests to check whether different inquiry Likert scale overviews are
solid. These inquiries measure idle factors covered up or undetectable factors like a man's
honesty, depression or receptiveness. These are extremely hard to gauge, all things
considered. Cronbach's alpha will let you know whether the test you have planned is precisely
estimating the variable of intrigue.

3.6.3 PEARSON CORRELATION

In the research, the researchers have used correlation analysis to identify the
relationship between dependent variable and independet variables. This test is done to identify
whether the coefficient correlation is statically important. This test also identifies which
hypothesis ought to be accepted or rejected. If the relationship between dependent variable
and indepedent variable is significant, the researchers need to decide what the strength of
affilition is acceptable. The dependent variable in this research is tourist travel and
independent variables are satisfaction and perceived value.

The Pearson product-moment relationship coefficient (or Pearson connection

coefficient, for short) is a proportion of the quality of a straight relationship between two
factors and is indicated by r. Essentially, a Pearson item minute relationship endeavors to
draw a line of best fit through the information of two factors, and the Pearson connection
coefficient, r, shows how far away every one of these information indicates are this line of
best fit

The Pearson relationship coefficient, r, can take a scope of qualities from +1 to - 1. An

estimation of 0 shows that there is no relationship between the two factors. An esteem more
prominent than 0 shows a positive affiliation; that is, as the estimation of one variable
increments, so does the estimation of the other variable. An perceived value under 0

24
demonstrates a negative affiliation; that is, as the estimation of one variable builds, the
estimation of the other variable reductions

3.7 SUMMARY

Specifically, the present research aimed to know the perception of UMK student in
choosing Kelantan as travel Destination. The population is from UMK student who is in
Tourism cluster. The researcher uses a quantitative causal survey design research. The
questionnaire is directed by the researcher to assemble data from the convenient sample. The
sample is consists of 60 respondents from Year 1, 2 and 3 which is taking tourism cluster
respectively. The questionnaire using the scaling technique non-comparative scale which is
likert scales. Questionnaires are passed on to subjects for guarantee validity. Reliability and
validity are futher expanded by preparing the studies. Population, test, data gathering
instruments and in addition method use to ensure the ethical rule, reliability and validity are
altogether portrayed in this part.

25
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