Unravelling the Magnetic Pull: Decoding Tourist Decision-Making Amidst Northeast Monsoon Floods in Terengganu

Abstract

Terengganu, situated on Peninsular Malaysia's east coast, is a renowned tourism hotspot, celebrated for its pristine beaches, vibrant marine ecosystems, rich cultural heritage, and flourishing ecotourism prospects, despite its susceptibility to monsoon floods. This study aims to investigate key factors influencing tourists' decision-making regarding travel to destinations affected by monsoon floods, using Terengganu as a case study. Through an extensive literature review, several variables have been identified, which the independent factors been assessed by utilizing a regression model. The findings reveal that five of the six independent variables exhibit p-values less than 0.05, indicating their significance in influencing tourists' decisions. These variables encompass safety assurance, information reliability, communication mediums, flood control, and promotional strategies. Notably, the factor related to flood resilience yields a p-value of 0.621, exceeding the 0.05 threshold. Consequently, the hypothesis that flood resilience plays a significant role in shaping tourists' decisions towards Terengganu is rejected. Given the paramount importance of the tourism industry in Terengganu, the analysis serves as a pivotal foundation for crafting a comprehensive model guiding tourists' decision-making processes when considering destinations susceptible to northeast monsoon floods. This model, tailored to Terengganu's unique context, directly contributes to enhancing the region's tourism sustainability.