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| Received
04-Jun-2026 |
Accepted
- |
Published
04-Jun-2026 |
Abstract
The present paper begins with a literature review focusing on the importance of tourism in
Malaysia, drawing particular attention to the explanations for the popularity of intra-regional tourism and
its implications. After that, a model to measure the intra-regional demand for tourism is proposed. This
model has the major determinants of intra-regional tourism demand as its independent variables. The model
is empirically tested and the final segment of the paper presents the results of empirical verification. Also
discussed are the implications of the study: the study is especially important for practitioners since a
comprehensive knowledge of intra-regional tourism demand will greatly aid in destination positioning and
target marketing. Given the unique socio-political, cultural, and economic dimensions of intra-regional
tourism, public policy makers should also gain benefits from this study.
Keywords : Intra-regional tourism, tourism demand, determinants, model specification and estimation, and Malaysia.
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