Factors Influencing Chinese Students Studying In Malaysia Visiting Rural Tourism Destination In Penang, Malaysia | Zhang Jie Yao & Puvaneshwaran Kunasekaran

The aim of this is to determine factors influencing Chinese students studying in Malaysia visiting rural tourism destinations in Penang, Malaysia. This study specifically integrates four factors (food, attraction, price and language) towards finding significant reasons Chinese students studying in Malaysia visiting rural destinations in Penang, Malaysia. Alternatively, to test the hypothesis, the study analyze the relationship between the four factors with destination image and find out which factor has a greater impact on destination image. The study uses multiple regression and analytical studies in quantitative analysis. From December 2019 to January 2020, the data was collected during the two months, targeting young Chinese students studying in Malaysia with issue 300 questionnaires. The questionnaire was directly administered to the respondents where an easy form of sampling was used. This study aims to help destination managers establish suitable destination strategies that fit visitor needs, further reinforcing rural tourism growth in Malaysia.