Promoting and ImprovinPromoting and Improving the Tourism Industry in Malaysia through Tourist Satisfactiong the Tourism Industry in Malaysia through Tourist Satisfaction

Tourism is an important sector that contributes to the countries’ economies. Tourism has a direct relationship with other industries such as hotels, transportation, and retail as tourists who come to the country will spend their money on these categories. During the COVID-19 pandemic, the tourism industry was badly affected and so did the other related industries. Now, people are back visiting attractive places, staying in hotels during their visits, and spending money on food and other items. However, little is known about why people are attracted to visit some places or countries and not others. The study is meant to investigate the factors that lead to tourist satisfaction when they visit a country. A total of 150 respondents answered the survey that was distributed to students, and public and private sector employees in Malaysia through an online platform. The results indicated that accommodation, tourism products and host attitudes were significant in leading to tourist satisfaction. While price was not a significant predictor of tourist satisfaction. The practical and theoretical implications of the study are discussed at length in this paper.