Generational Cohort Analysis of Malaysian Domestic Tourists

Abstract

As a result of the COVID-19 outbreak, the Malaysian economy has suffered considerably. With the closure of international borders to travellers and the implementation of restricted travel movement, the tourism industry has been one economic sector heavily affected. To encourage a rebound in the tourism industry the Malaysian government has taken steps to focus on the domestic tourism market. Since the domestic tourism market involves quite a diverse range of segments, an understanding of the generational cohort in tourist behaviour is crucial to facilitate the effective prediction of tourism trends. This paper attempts to review and analyses the generational shifts in Malaysian travel characteristics between four cohorts, namely, baby boomers, generation X, millennials and generation Z that have been discussed in the literature. First, the travel characteristics of each cohort were identified, and comparisons were made between the cohorts. As a result of a literature review, findings indicate that each cohort has distinctive characteristics that differentiate them from their older counterparts and these characteristics lead to a diverse demand for tourism products and services. Therefore, it is important for tourism stakeholders to better understand the travel characteristics of their target customers based on generational cohort before preparing the right packages, products and services that match and fulfil their customers’ needs and preferences.