Consumer Decision Making Process in Selecting Tourism Destination

Tourism is noted as being a very essential economic resource considering the fact that it contributes towards increasing the gross product in the civilized world. Malaysia tourism is distinguished by diversity of tourism activities. In this paper, the concentration will be on discussing Consumer, Decision Making Process in Selecting Tourism Destination. Theoretical framework is cross sectional descriptive category study based on theory of consumer decision process model to expound the respondents' demographic differences depended on pre-purchase, purchase and post-purchase behaviour which aimed to analyze Saudi tourist pre-purchase decision making process toward choosing Malaysia as tourism destination during need recognition as the first stage of consumer decision process on this paper. Quantitative and qualitative analyses are employed in this study. One hundred and fifty Saudi tourists responded to questionnaires. Descriptive statistics frequencies and percentage, chi-square, multiple regression, and two-step cluster analysis were used in this study to come up with the fact that Malaysia is being a favourite tourism destination for most Saudis' tourists as specially which is apparent that these tourist constants with an Islamic and social values, conservative cultural and environmental were more interested into Malaysia's nature, tropical weather and entertainments activates which is missing in Saudi Arabia.