GROUP ASSIGNMENT 2

Investigate the impacts of travels motivations, time perspective,

and city image on traveler’s intention to visit: Findings from
Kuala Lumpur.

Member Name Student ID

Ivan Yap Dick Jun 1002164080
Chistine Ang 1002059912
Chye Xinwee 1002372783
Su Xiao Wei 1002268208
Chiew Bao Yi 1002161927
Chou Yu Chi 1002268316
Kelly Novelia 1002265672

[BBB2043] BUSINESS RESEARCH METHOD

DEPARTMENT OF MANAGEMENT STUDIES

FACULTY OF BUSINESS AND MANAGEMENT
UCSI UNIVERSITY, KUALA LUMPUR, MALAYSIA
4.0 Results and Findings

4.1 Introduction (Recap of Research Methodology)

All the significant components of research are included in it, such as the research design, data
collecting and analysis techniques, and the general framework used for the study. You should
be aware of the reasons for selecting the appropriate research approach in addition to how
these elements can assist in your understanding of it.

After that, we prefer to use the quantitative research to conduct the research. This is because
quantitative research is a methodical investigation of data and phenomena with a primary
focus on quantification. It gathers and examines numerical data using computational,
statistical, and mathematical methods. Therefore we can know the accurate number of our
research topic. That why we used the google form to collect the date of the travel motives,
time perspective, and city image affect tourists' intentions to visit Kuala Lumpur.

For the questionnaire part, we used the self-administered .This is because it have the internet
and intranet-mediated questionnaires. Internet and intranet-mediated questionnaires let us
easy to faster collect the data through online and online surveys have a chance to reach a
worldwide audience, which makes them perfect for gathering information from a wide and
varied sample.

We also used SSPS v22 to calculate the demographic characteristics, descriptive statistics and
more. This is because SPSS can provide us the accurate calculation.

4.2 Response Rate

In our survey, a total of 126 people that have travelled in Kuala Lumpur were asked through
WhatsApp and WeChat to take part in this investigation. 123 of them finished the survey,
obtaining a 98% response rate. This response rate indicates a good degree of participant
involvement and corresponds with other research in the field. Why is 98%?This is because
we use (123/126)*[Link] we can get the result of 98%.
Message reminders were issued several times in order to increase participation. In order to
finish this survey. 98% of respondents responded, which is more above the 50% average that
is usually seen in research of an equivalent form. Therefore I can say this survey is very
successful.

4.3 Demographic Characteristics

The demographics characteristics that were analyzed with SPSS revealed that the respondents
belong to Gender among them 65.9% were Females and 34.1% were Males. Besides that,
2.4% of respondents are under 18 years old, 77.2% of them are between 18 to 25 years old,
14.6% are 26 to 35 years old, 2.4% are between the age of 36 to 45, and 3.3% of them are
between 46 to 55 years old. Among the respondents, the education level of 15.4% is High
school or less, 21.1% have a Diploma qualification, 62.6% hold a Bachelor’s degree
qualification, and 0.8% have a Master’s degree. Moreover, there are 40.7% of respondents
have less than 1500 monthly income, 17.1% have between 1500 to 2500 monthly income,
16.3% have 2501 to 3500, 16.3% can have 3501 to 4500 monthly, and 9.8% can get above
5000 of monthly income. Next, the frequency of Travel per year among the respondents,
there are 69.9% travel less than 3 times per year, 27.6% travel 3 to 6 times per year, 0.8%
travel 7 to 9 times per year, and 1.6% can travel more than 9 times per year.
Table 1 shows the demographic statistics of the respondents
Characteristics Frequency Percentage
Gender
Female 81 65.9%
Male 42 34.1%

Age
Under 18 3 2.4%
18-25 95 77.2%
26-35 18 14.6%
36-45 3 2.4%
46-55 4 3.3%
Education Level
High school or less 19 15.4%
Diploma 26 21.1%
 Bachelor’s Degree 77 62.6%
Master’s Degree 1 0.8%

Monthly Income
Less than 1500 50 40.7%
1500-2500 21 17.1%
2501-3500 20 16.3%
3501-4500 20 16.3%
Above 5000 12 9.8%

Frequency of Travel per Year

Less than 3 times 86 69.9%
3-6 times 34 27.6%
7-9 times 1 0.8%
More than 9 times 2 1.6%

Picture 1 shows the pie chart of the Gender of the respondents

Picture 2 shows the pie chart of the age of the respondents

Picture 3 shows the pie chart of the education level of the respondents
Picture 4 shows the pie chart of the Monthly income of the respondents

Picture 5 shows the pie chart of the frequency of travel per year of the respondents
4.4 Descriptive Statistics

In this study, the descriptive statistics of variables that have been analyzed with SPSS are
shown in Table 2. On a 7-point Likert scale, the mean of the variable TM is 3.75, where the
standard deviation is 0.655 has been recorded. The variable TP has a mean score of 3.52, and
the standard deviation is 0.701. Next, for the variable CI, the mean is 3.44 and its standard
deviation is 0.706. The variable TI has a mean of 3.42, whereas a standard deviation of 0.791.
Table 2 shows the descriptive statistics of the variables
Mean Std. Deviation

TM 3.75 0.655
TP 3.52 0.701
CI 3.44 0.706
TI 3.42 0.791

4.5 Reliability Testing

This study employed reliability statistics for the variables, which were analyzed using SPSS
version 23, as shown in Table 3. The table presents the Cronbach's alpha values for both the
original and standardized items. The total scale's Cronbach's alpha value was 0.954,
indicating strong internal consistency.

Reliability Statistics
Cronbach's Alpha
Cronbach's Based on
Alpha Standardized Items N of Items
.954 .954 35

Table 3 The reliability statistics of variables.

4.6 Pearson Correlation Analysis

The Pearson correlation analysis, conducted using SPSS version 23, is displayed in Tables 4.
This tables include the Pearson correlation coefficients (r) and significance levels (p) for the
variables of interest. The Pearson correlation values range from -1 to 1, where 1 indicates a
perfect positive correlation, -1 indicates a perfect negative correlation, and 0 indicates no
correlation. For example, according to Table 4, age is positively correlated with monthly
income (r = 0.537, p < 0.001), suggesting that older participants tend to earn more. A
significance level of p < 0.05 was used for the analysis. All tests were two-tailed due to the
absence of specific directional assumptions about the relationships between the variables. In
summary, the Pearson correlation analysis highlighted the strength and direction of the
relationship between variable 1 and variable 2, emphasizing the importance of variable 1 in
predicting or influencing variable 2.

Table 4 Correlations
 Gender Age Educatio Monthly Frequency Travel Time City Tourist
n Level Income of Travel Motivatio Perspectiv Image Intention
per Year ns e to Visit

Gender r 1 -.165 -.012 -.236** -.049 .127 .057 .061 .082

p .068 .899 .008 .591 .162 .531 .501 .370
Age r -.165 1 -.109 .537** .075 -.118 -.070 -.075 -.122
p .068 .231 <.001 .412 .192 .439 .409 .180
Education r -.012 -.109 1 -.042 .138 .008 -.186* -.181* -.068
Level p .899 .231 .647 .127 .934 .039 .046 .455
Monthly r -.236** .537** -.042 1 .352** -.334** -.183* -.207* -.235**
Income p .008 <.001 .647 <.001 <.001 .043 .021 .009
Frequency of r -.049 .075 .138 .352** 1 -.007 -.082 -.038 -.035
Travel per
p .591 .412 .127 <.001 .943 .365 .677 .697
Year
Travel r .127 -.118 .008 -.334** -.007 1 .672** .532** .626**
Motivations p .162 .192 .934 <.001 .943 <.001 <.001 <.001
Time r .057 -.070 -.186* -.183* -.082 .672** 1 .660** .630**
Perspective p .531 .439 .039 .043 .365 <.001 <.001 <.001
City Image r .061 -.075 -.181* -.207* -.038 .532** .660** 1 .744**
p .501 .409 .046 .021 .677 <.001 <.001 <.001
Tourist r .082 -.122 -.068 -.235** -.035 .626** .630** .744** 1
Intention to
p .370 .180 .455 .009 .697 <.001 <.001 <.001
Visit

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).
4.7 Multiple linear regression analysis
In table 5 is the Model Summary table displays the multiple linear regression analysis's
[Link] dependent variable, tourist intention to visit, and the predictors have a
significant connection (R = 0.796). With a R Square value of 0.634, the model—which takes
into account the predictors of city image, frequency of travel per year, gender, age, education
level, travel motivations, monthly income, and time perspective—seems to be able to explain
roughly 63.4% of the variability in tourist intention to visit. Taking into consideration the
number of predictors in the model, the Adjusted R Square score of 0.608 shows that the
model fits the data [Link] estimated standard error, which represents the average separation
between the observed values and the regression line, is 0.49516.
Model Summary
Model R R Square Adjusted R Std. Error of
Square the Estimate
1 .796a .634 .608 .49516

a. Predictors: (Constant), CI, Frequency of Travel per

Year, Gender, Age, Education Level, TM, Monthly
Income , TP
 Table 5 Model Summary

Table 6 is the model's overall significance is tested using the ANOVA table. With a total sum
of squares of 76.333, the regression sum of squares is 48.383, and the residual sum of squares
is 27.951. Regression and residual have degrees of freedom (af) of 8 and 114, respectively.
With an F-statistic of 24.667 and a significance level (Sig.) of less than 0.001, the model can
explain the variability in tourist intention to visit statistically.
ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 48.383 8 6.048 24.667 .000b
1 Residual 27.951 114 .245
Total 76.333 122

a. Dependent Variable: TI
b. Predictors: (Constant), CI, Frequency of Travel per Year, Gender, Age,
Education Level, TM, Monthly Income , TP
Table 6 Anova
Table 7 is the coefficients from a regression study that looked at the link between
different predictors and the dependent variable TI are shown in the table. Gender,
Age, Education Level, Monthly Income, Annual Travel Frequency, TM, TP, and CI
are among the predictors. With a standard error of 0.436 and an unstandardized
coefficient of -0.302 for the constant, p = 0.490 indicates that it is not statistically
significant. Gender is not significant (p = 0.933) and has a minimal influence (B =
0.008).Non-significant impacts are also shown by age (B = -0.051, p = 0.512),
education level (B = 0.045, p = 0.472), monthly income (B = 0.010, p = 0.817), and
frequency of travel (B = -0.019, p = 0.822). Both TM (B = 0.331, p = 0.001) and CI
(B = 0.609, p < 0.001) have a considerable positive impact, suggesting that they are
both highly predictive of TI. Even while TP is positive (B = 0.105), it is not
statistically significant (p = 0.301). The most significant predictor, according to the
standardized coefficients (Beta), is TM (Beta = 0.275), followed by CI (Beta =
0.543). The model's robustness as a predictor is reinforced by its 95% confidence
intervals, which show the narrowest range and the precision of the estimates.

Coefficientsa
Model Unstandardize Standardized t Sig. 95.0%
d Coefficients Coefficients Confidence
Interval for B
B Std. Beta Lower Bound
Error
(Constant) -.302 .436 -.693 .490 -1.165
Gender .008 .097 .005 .084 .933 -.185
Age -.051 .077 -.045 -.657 .512 -.204
Education
.045 .062 .043 .722 .472 -.078
Level
Monthly
.010 .044 .018 .232 .817 -.078
1 Income
Frequency
of Travel -.019 .085 -.014 -.225 .822 -.188
per Year
TM .331 .101 .275 3.283 .001 .131
TP .105 .101 .093 1.040 .301 -.095
CI .609 .087 .543 7.029 .000 .437
a. Dependent Variable: TI
Table 7 Coefficients

4.8 Chapter Summary

The research methods and findings of the study on how travel motivations, temporal
perspective, and city image influence travelers' plans to visit Kuala Lumpur were outlined in
this chapter. A quantitative study design, a cross-sectional study with an exploratory and
descriptive research methodology, and a 25-item questionnaire pertinent to the independent
variables (IVs) and dependent variable (DV) were employed to support the investigation. All
visitors to Kuala Lumpur were included in the target population, and the minimum sample
size was established using a convenience sampling technique. A quantitative method was
used to streamline the data collecting process, making it easier to collect responses from
online surveys in an effective manner. We looked at the associations between the IVs and DV
using descriptive analysis. 98% of the participants responded, which is a high amount of
engagement. By describing the methodology and statistical results—which will be further
explored in Chapter V along with theoretical and practical implications—the chapter
addressed the hypotheses from Chapter II. It ends with the study's limits and suggestions for
further research.

5.0 Discussion and Conclusion

5.1 Introduction (Recap of study including the background, purpose and RO&Q)
This study investigates the influence of travel motivations, time perspective, and city image
on tourists' intentions to visit Kuala Lumpur. Tourism plays a crucial role in the economic
development of many cities, including Kuala Lumpur, which attracts numerous visitors due
to its rich cultural, historical, and modern attractions. Understanding the factors influencing
tourists' decisions is essential for improving tourism strategies. The primary purpose of this
study was to explore the relationships between travel motivations, time perspective, and city
image and how they impact tourists' intentions to visit Kuala Lumpur. The research
objectives were to examine the relationship between travel motivations and tourists'
intentions, analyze the impact of time perspective, and explore the influence of city image.
The key research questions addressed were: How do travel motivations affect tourists'
intentions to visit Kuala Lumpur? What is the impact of time perspective on tourists'
intentions? How does the city image influence tourists' intentions.
5.2 Discussion
5.2.1 Travel Motivations (TM) and Tourist Intention (TI)
The study found a significant positive relationship between travel motivations and tourists'
intentions to visit Kuala Lumpur. Travel motivations, including the desire for relaxation,
adventure, cultural experiences, and social interactions were strong predictors of tourist
intentions. The regression analysis showed that TM has a significant positive impact on TI (B
= 0.331, p = 0.001). This indicates that tourists who are motivated by these factors are more
likely to visit Kuala Lumpur. These findings align with previous research, emphasizing the
importance of understanding travel motivations to effectively attract and cater to tourists.

5.2.2 Temporal Perspective (TP) and Tourist Intention (TI)

Although the temporal perspective showed a positive relationship with tourist intention, it
was not statistically significant in this study (B = 0.105, p = 0.301). This suggests that while
temporal perspectives, such as future-oriented planning and past travel experiences, may
influence travel decisions, they did not have a strong direct impact on the intention to visit
Kuala Lumpur within the sample studied. Further research could explore more nuanced
aspects of temporal perspective or use a larger sample size to uncover its potential effects.

5.2.3 City Image (CI) and Tourist Intention (TI)

City image was found to be the most significant predictor of tourists' intentions to visit Kuala
Lumpur (B = 0.609, p < 0.001). A positive perception of the city's attractiveness, safety,
amenities, and cultural significance greatly influenced tourists' decisions to visit. This aligns
with the idea that a favorable city image enhances a destination's appeal and can drive higher
tourist traffic. The strong positive correlation (r = 0.744, p < 0.001) between city image and
tourist intention underscores the need for continuous improvement and promotion of Kuala
Lumpur's image to attract more visitors.

5.3 Conclusion
The research discovered that the intention of tourists to visit Kuala Lumpur is influenced by
the strong correlation between travel, motivations, time perspective, and city image.
Understanding the importance of these aspects is crucial for individuals who have a greater
desire to travel to urban areas. Travel motivations are further enhanced by a tourist’s time
perspective, those who prioritize future planning and long-term benefits are more inclined to
travel. Tourists' plans can be influenced by a city's perception, including landmarks, security,
and friendliness. Studying these factors thoroughly can improve the tourism sector.

6.0 Limitations and Future Research Directions

The limitations of the research are described in the following paragraph. The main restriction
is that the sample population in this study primarily consists of Travelers who are highly
motivated to travel to Kuala Lumpur, potentially limiting its generalizability to populations
outside of Kuala Lumpur. Future research could replicate additional regions or samples to
minimize bias from confirmation and cultural influences. Therefore, to validate the result of
this study, performing a longitudinal study to track changes in tourist intentions over time
would offer a deeper understanding of the causation of the lasting impact of influences.

This research examines the demographics and determines if the results align with studies in
different populations. Another potential area for future research could involve conducting a
multigroup structural equation modelling to investigate any variations in the relationship
between time perspective and travel motivations among tourists and non-tourists.
The measurement of the variables related to travel motivation, time perspective, and city
image can be measured upon the validity and reliability of the instruments adopted,
inadequate measurement tools can affect the quality of the results. Integrating both
quantitative and qualitative approaches can lead to a better knowledge of the factors affecting
tourists’ intentions. Qualitative observations can provide more context to the quantitative
results.

In summary, this research focused only on tourists in Kuala Lumpur and provided insight into
predicting the factors that affect tourists’ intentions. This can be tested in any other country to
predict the tourists’ intention to travel to the country.
 Reference

Sreekumar, D., & Sreekumar, D. (2024b, February 22). What is Research Methodology?

Definition, Types, and Examples. Paperpal Blog. [Link]

writing-guides/what-is-research-methodology