Dissertation Title: A study exploring the impacts of tourist behaviour on events: A case study of Malaysia.

A STUDY EXPLORING THE IMPACTS OF TOURIST BEHAVIOUR ON EVENTS: A CASE STUDY OF MALAYSIA
Abstract
The current research topic is “A STUDY EXPLORING THE IMPACTS OF TOURIST BEHAVIOUR ON EVENTS: A CASE STUDY OF MALAYSIA”. In the current research, the researcher has aimed to identify issues that act as barriers to the entry to music events in Malaysia. The current research focuses on finding the role of stakeholders, the change in the trends and the cultural issues that has led to the development of the barriers to formulate ways of solutions logically. In order to deepen the learning discussions and their significance, relevant literary works have been cited and referred along with themes, theories and model relating the research topic as well as its variables. Based on the core problem of cultural hindrances, the researches has aimed at finding solution to cultural protest and find a suitable way of entering the events industry in Malaysia.
The current research uses positivism philosophy, along with descriptive research design, deductive approach for secondary research, using thematic analysis, PESTEL and Stakeholders analysis, from which it becomes evident that there has been event banning in high frequencies, majority of which are cased due to lack of alignment with the Muslim lifestyle and Islamic perspectives. The PESTEL analysis showed that Malaysia is has ample potential for event business. Based on which, local artist approach instead of international artists for cultural alignment, preference for traditional attire instead of revealing attires have been recommended. The research has also provided a proper conclusion, which shows event management organisations have to act within the government norms of Islamic abidance and Muslim values.
Acknowledgement
The current research, ‘A Study Exploring the Impact of Tourist Behaviour on Events: A Case Study of Malaysia’ has been a learning experience for me. I have enriched my understanding along with the progression of the research. Despite the research is submitted by me and has my name mentioned as the researcher, I have to admit that here have been an array of knowledgeable, helpful and supportive people, who have contributed enough in the research without mongering for recognition. It is my utmost duty and a form of gratitude to acknowledge them.
Firstly, I would like to mention that my mentor has been the major support throughout the research until the final date of submission. With the valuable suggestions and critical commentary, I have been able to rectify my mistakes and head in the right direction. My mentor had been an honest person and not been biased towards my endeavours, by criticising me whenever it was necessary.
I would also like to mention my colleagues and friends for the unwavering support, interest in my research progress and offering their honest perspective about the research development. I thank my teachers, the authors, whose literary works have been my major source of information. As a form of gratitude, I have mentioned their names in the reference list as well as in text by citing their names.

Lastly, I would like to thank my family. My family has also been my support throughout the research, as I was excused from family tasks and chores in order to concentrate on my research. It had been members of my family, who have allowed me to research for hours, remain awake late in at night and wake early in the morning. I thank each one of you for being there with me, for without your support, the results of the research would have been underwhelming.
Table of Contents
Chapter 1: Introduction    9
1.0 Introduction    9
1.1 Background of the Research    9
1.2 Background of the Industry    10
1.3 Research Rationale    10
1.4 Research Aim    12
1.5 Research Objectives    12
1.6 Research Questions    12
1.7 Significance of the Research    12
1.8 Outline of the Research Chapters    13
1.9 Summary    14
Chapter 2: Literature Review    15
2.0 Introduction    15
2.1 Concepts of Tourism and Tourist Behaviour    15
2.2. Significance of Tourist Behaviour in Tourism Industry    15
2.3 Factors affecting Positive Tourist Behaviour in Tourism    16
2.4 Theories and Models Related to Tourist behaviour in Tourism Industry    16
2.4.1 Hawkins Stern Impulse Buying Theory    16
2.4.2 Motivation-Need Model    17
2.4.3 Central Control Unit Model    17
2.4.4 Pavlovian Theory    17
2.5 Concept of Special Events and Its Types    18
2.6 Significance of Music festivals on the Economy of a Country    18
2.7 Factors Affecting Success of Music Festivals    19
2.8 Music Festivals as a Part of Sustainable Tourism    19
2.9 Tourists’ Perspectives towards Music Festivals    20
2.10 Impact of Tourist Behaviour on Music Festivals    20
2.11 Impact of Music Festivals on Macro Elements    21
2.11.1 Economy    21
2.11.2 Culture    21
2.11.3 Society    21
2.11.4 Environment    22
2.12 The Role of Stakeholders in Music Festivals    22
2.13 Challenges of Effective Organising of Music Festivals to Generate Positive Tourist Behaviour    22
2.14 Ways to Overcome Challenges in Entry of Music Festivals for Positive Tourist Behaviour    23
2.15 Linking Literature with Current Research    23
2.16 Gaps in Literature    24
2.14 Conceptual Framework    25
2.15 Summary    26
Chapter 3: Research Methodology    27
3.0 Introduction    27
3.1 Research Outline    27
3.2 Research Onion    27
3.3 Research Philosophy and Justification for Selecting Positivism Philosophy    28
3.4 Research Approach and Justification for Selecting Deductive Approach    28
3.5 Research Design and Justification for Selecting Descriptive Design    28
3.6 Research Type, Strategy and Justification for Selecting Secondary Research and Case Study Strategy    29
3.7 Data Sources and Collection Methods    29
3.8 Inclusion-exclusion    30
3.9 Data Analysis Techniques    30
3.10 Reliability Validity    30
3.11 Ethical Consideration    30
3.12 Accessibility Issues    31
3.13 Timeline    31
3.14 Summary    31
Chapter 4: Findings and Analysis    32
4.0 Introduction    32
4.1 PESTEL Analysis of Malaysia in the Context of Music Festival Organising    32
4.2 Stakeholders Analysis    34
4.3 Qualitative Thematic Analysis    35
Theme 1: Socio-Cultural Impact of Music Festivals in Malaysia    35
Theme 2: Benefits of Integrating Community in Malaysia into Music Festivals    36
Theme 3: Reasons for Government Banning Musical Festivals in Malaysia    37
4.4 Quantitative Thematic Analysis    39
Theme 1: Major Events in Malaysia and Related Laws    39
Theme 2: Concerts Banned in Malaysia    40
Theme 3: Censorship Scenario in Malaysia Related to Concerts    40
Theme 4: Issues in Malaysian Concerts Leading to Issue in Their Entry    41
Theme 5: Specific Cases of Failed Public Performances in Malaysia    41
4.5 Summary    42
Chapter 5: Conclusion and Recommendations    43
5.0 Review of Aim and Objectives of the Research    43
5.0.1 First Objective:    43
5.0.2 Second Objective:    43
5.0.3 Third Objective:    43
5.0.4 Fourth Objective:    44
5.1 Conclusion    44
5.2 Limitations of the Thesis    45
5.3 Future Scope of the Thesis    45
5.4 Recommendations    45
References    47
Appendix    54
List of Figures and Table
Figure 1: Structure of the Research    12
Figure 2: Conceptual Framework    25
Figure 3: Research Onion    26
Table 1: PESTEL Analysis of Malaysia in Context of Music Events    31
Figure 4: Malaysian Population, Religion and Languages    32
Figure 5: Percentage of Muslims in Malaysia    35
Figure 6: Profit Generated from Events Industry in Malaysia    36
Figure 7: Inappropriate Outfit Wore by Beyoncé    37
Figure 8: Rate of Foreigners Coming in Malaysia    38
Figure 9: K-Pop Singer Gets Banned in Malaysia    40
Table 2: Gantt chart    53
Chapter 1: Introduction
1.0 Introduction
The remarkable improvement of the information technology and the sustained preference for globalisation has unlocked the restraint from international travel and tourism, resulting in fast market growth in hospitality sector, especially event management organisations. However, different customers have different ways of reacting to events, hinting at the diversity of customer behaviour. In addition, it is also seen that as the travellers from different geographic locations visit places and services that affect the event management organisations, its business policies and strategies of work.
It is found that the event management organisations that have the ability to align its services and management techniques with that of the demands and expectations of the customers, developing the customer behaviour, retain high customer satisfaction rate and succeed. On the other hand, the event management organisations that fail to understand and act accordingly to the customer behaviour fail to maintain business progress and profit earning. As customer behaviours do not pose the same reaction from all the events, it becomes a matter of careful consideration as to what event type is experienced by the customers and what could be their probable response. In the current research, the impact of customer behaviour is in the context of music festival in Malaysia.
1.1 Background of the Research
The cultural diversity at Malaysia and its range of festivals and events spread along the calendar makes it a lucrative tourist destination for tourists all over the globe. Considering the impact the tourists cast on the events industry, many research has been conducted before, however, the aspect of tourist’s behaviour in the context of music festivals has not been explored properly and in ample details to the present time, retaining a significant gap of assessment of a focus area.
The events industry in Malaysia has been discussed in several researches earlier, as example in the journal article written by Yusof et al. (2009), discussed the small-scale sports event industry in Malaysia. The journal article discussed the sport tourism events held at Lake Kenyir in Malaysia. The journal article showed the degree at which regular, professional and passive sport enthusiast tourists visited the Lake Kenyir and hinted findings and percentages. It is worth the notice that the findings if the mentioned journal article by Yusof et al. (2009), does show only a small portion of the tourists. As supported by Chiu et al. (2018), only a limited number of adult tourists take part in adventure sports actions in touring countries as the risk of injury and legal complication remains high. In case of the journal, developed by Kamarudin and Ismail (2018), the focus has been casted on the development of Muslim culture friendly tourism packages, which includes the aspect of personalised event management and passive understanding of customer behavior alignment. However, the focus shifted onto the particular religious aspect of the tourists make it limited in its universal appeal. As supported by Surya (2018), impact of events conducted imposed from religious groups, makes the reach and understanding of events limited in the backdrop of tourist behaviours.
1.2 Background of the Industry
Malaysian Events industry is a major contributor in the GDP of the country and it is expected that the industry will grow rapidly, making a scope for employment for more than 16,000 people in the country until 2020. It is observed that the events industry is regulated by the Ministry of Tourism, under the Malaysian Government. On the other hand, the Malaysian Convention and Exhibition Bureau (MyCEB) has taken initiative for event-management industry development allowing the government funding of RM 50 million. The investment will be made to make the events that offer its services to international tourist, be more capable, refined in quality and high adaptive to the preferences of the tourists. The events industry in Malaysia is highly dependent on its high popularity as an affordable tourist destination country and its variety of event service providing in its popular cities such as Kuala Lumpur, Langkawi, Kota Kinabalu and many more. It is also found that considering the profound profiting potential of the events sector in Malaysia, the educational organisation in the country offer courses that enable students to learn the dynamics of event management, which allow better absorption of the impact of tourist behaviours and preferences on the events organisations (Bouchon et al. 2017).
1.3 Research Rationale
The cultural differences and the events taking place in Malaysia, especially musical events have increased and the more an event management company aligns with the expectation of the tourist visiting and enjoying the offered services at the musical event, the better business potentials it generates. However, as the numbers of tourists are increasing and flying in from different parts of the globe, the effects of meeting the demands of the tourists on the event organisations are getting unpredictable, therefore, a lack of proper understanding of the impact is causing lower revenue, undermining customer ratings and unprofitable business scenario. As supported by Ai and Tan (2018), the lack of knowledge of a frequent development in a specific business, could lead to failure of companies functional in the sector and therefore, must be considered as an issue.
As the event companies fail to assess the impact of tourist behaviours on their business offerings, the scope of profitability, market survival and issue resolving process gets hindered, effective the mainstream business functionalities. As supported by Wirtz and Daiser (2018), in every service-business, the feedback and reciprocation of the users cast impact on the business performance and a lack or delay in understanding of the performance factors due to customer behaviour could lead business to risk within a short period, therefore, it is a major issue. It is seen that as Malaysia has huge number tourists and is also the base of the majority of attendees of events, therefore, the lack of understanding the impact of tourist behaviour on business is concerning.
In the last decade, the number of tourists in Malaysia has increased a lot and it has recently been recorded as a major tourist destination country in Asian continent. Although there has been a drop of 3% tourist in 2018, Malaysia continues to be one of the most visited countries in Asia. It is also seen that the tourists visiting Malaysia are coming from counties that have very difference cultural preferences for events. It is found that among the majority of the tourists come from- Singapore, Japan, China, Thailand, Indonesia and India and many more (Tourism Malaysia, 2018). Dominance of the European tourists majority of the tourists visiting Malaysia been altered by Asian tourists in recent times, having varied degree of preferences for musical events in Malaysia, which is causing the event companies to act very strategically to adapt to the preferences of the tourists and their behaviours, thereby making it a recent issue. In addition, it is also found that the majority of the tourists generate the inflow of foreign revenue; therefore, adapting the customer behaviours into event service offering is a current and contemporary issue to consider.
The current research would shed light upon the fact that the behaviour of the customers or service users, which in the given research is the tourists visiting Malaysia, in the context of an event service offering. The current research will bring into focus the areas of impact, the development stages, through which the tourists’ behaviour affect event management services of organisations and would also hint at the probable ways, through which the potential risks can be overcome for a better and sustainable future prospect of the business sector, hosen in the research. The current research will also shed light on the nature of the tourists visit Malaysia and would offer an insight into the formulation of strategies for proper and faster adaptation of the traits needed to offer excellent experience to the tourists.
1.4 Research Aim
The aim of the current research is to inquire about the aspects, acting as barriers of entry to organisers, who want to adapt the criteria needed in Malaysian event-management industry.
1.5 Research Objectives
· To discuss and examine the factors acting as barriers to entry in the context of music festivals
· To inquire the growing and declining trends in music festival events in UK and Malaysia, with the help of PESTEL analysis
· To critically comprehend literature on past practices, considered as success music festival factors
· To take heed of tourists preferences as the customers of the events industry and formulate proper advices to event management organisations in Malaysia for meeting the criteria of proper events from the perspective of the customers as well as of business
1.6 Research Questions
· What are the factors that act as the barriers to entry in the music festivals?
· How are the trends in terms of growth and decline of music festivals in UK and in Malaysia, in the context of PESTEL analysis?
· What is the literature that discusses the past practices as the success factor of music events?
· What are ways of taking note of tourists’ behaviour and using them for the formulating proper advice for event management organisations for meeting the criteria in Malaysia from the perspective of customers and business profit?
1.7 Significance of the Research
The current research, in the course of its detailed discussion would bring on the surface a better understanding of tourists’ behaviours and its process of affecting the event organisations. As the research will locate the positive as well as the negative aspects as well as areas of focus and improvement, future researchers and the event business organisations in Malaysia would be benefitted from the findings, which would allow them to develop better understanding of the tourists’ preferences and their areas of interaction at the time of attending an event. As mentioned by Kelly and Fairley (2018), as a research topic is processes and discussed in details, it becomes very easy for the readers to make use of the data findings for better knowledge and practical applications. It can be argued that the research would only focus on the music festivals in Malaysia; however, there would a scope for comparative understanding as the music events in United Kingdom is also compared in the current research. The current research, although focused on the music events will be based on the fundamental aspects, theories and concepts of event management and these would offer scope of learning for aspirants.
1.8 Outline of the Research Chapters
In the current research, there have been five major chapters, which have been strategically arranged and positioned in sequences to meet the research topic selected. The first chapter is named the introduction, which offers fist introduces the topic and those gives details about the research background, rationale, the aims, objectives, questions and significance and the outline of the research. The second chapter is the literature review chapter, which gives critical assessment of research topic variables, the themes, concepts and models associated with them, making a significant contribution in the generic learning of the research. The third chapter is the research methodology chapter, which presents details about the used methods in the research for the finding of desired data. In the fourth chapter, the data, which has been collected using the methods mentioned in research methodology would be stated and analysed. In the last chapter, which is the conclusion and recommendation chapter, presents the logical conclusion and recommendations, which are based on the data findings of the previous chapter.
Figure 1: Structure of the Research
(Source: Researcher)
1.9 Summary
The current chapter, namely, the introduction, offers a clear perspective of the contents of the research, and hints at the subsequent literature review and research methodology chapter. As affirmed by Link (2018), the introduction of a research gives direction to the following chapters as the literature review considers the research objectives and questions, which the methodology chapter takes note of the research aims and rationale, therefore, it is important that introduction of a research is framed properly. The current chapter gives an overview of the following contents and the nature of the celebrated research to the readers, giving it a significant degree of importance.
Chapter 2: Literature Review
2.0 Introduction
The current chapter presents an array of information in the form of critical assessment of aspects, topic, concepts, theories and models that directly or passively relate to the current research topic, aim, objectives and the variables, with the sole intention of providing data for an accurate approach towards the current research findings. As mentioned by Mason (2018), the knowledge of significant topic, in the context of a selected research topic is provided through literature review chapter; therefore, it should not be ignored and focused properly to get the highest degree critical information.
2.1 Concepts of Tourism and Tourist Behaviour
Tourism is the collective form of people travelling from one place to another for a limited period with a specific purpose and returning to their homes after the allocated time is over, the paid services that offer food, lodging, comfort, adventure and safety to the people during travelling, forming a system, which has social, economic and cultural significances. As stated by Tribe (2018), tourism is the system, the availing of which gives a person the ability to travel from one place to another with convenient services provided by profiting organisations that make the travelling experience better. As mentioned by Kelly and Fairley (2018), tourists are people, who travel from one place to another for either personal comfort or for commercial purposes or learning. Tourist behaviour, as opined by Clarke and Bowen (2018), is the specific behaviours showcased by tourists, similar to that of customer behaviours as they tend to select, opt and rate services associated with their travel, in terms of quality, pricing and availability.
2.2. Significance of Tourist Behaviour in Tourism Industry
Tourists are the major source of cash inflow in tourism industry, therefore, taking note of the tourist behaviours are important for tourism business. As identified by Kastenholz et al. (2018), at a surface level, it is found that every tourist behaves in the context of provided services in a particular way and every tourist’s behaviour is different, however, a deeper observation shows that tourists, depending on their background react similarly to provide services from tourism organisations. The observation and noting of tourist behaviour gives an accurate assumption about the potential demands of tourists forming from specific backgrounds, making the scope for tourist requirement-based service providing. As affirmed by Lin et al. (2018), observation of tourists’ behaviours make tourism organisations become aware of the potential risks the tourists pose, in terms of non-satisfaction, frustration, lack of value, failure of meeting expectation and many more, which helps in formulating better tourism services and strategies, affecting the tourism industry positively.
2.3 Factors affecting Positive Tourist Behaviour in Tourism
Firstly, the generation of perceived cost that a tourist develops within, during the travelling experience, affects the behaviour of the tourist positively and it is found that in case the tourist rates or comes back for the same services, tourism organisations can cater positive tourist behaviour by providing the same value offered before, given that they still have their significance in the context of the external condition of the travelling place. As mentioned by Ramseook-Munhurrun et al. (2018), as tourists are provided range of services at a price-point that seems to justify the services, tourists tend to develop positive attitude towards the service and tourist behaviour improves. Secondly, the element of attraction offered during the availing of tourism services are also considered as factors affecting tourist behaviour positively. As supported by Martín et al. (2018), when tourists get the experience a scenic beauty of natural landscape, vegetation and nature or manmade architecture, historical or religious places, positive tourist behaviour is seen to be developed.
Thirdly, cultural events are also a major factor that promotes positive tourist behaviour. As observed by Moorhouse et al. (2018), during the travelling period and stay, tourists have much free time for recreational purposes and although a significant portion of the tourists take part in adventure sports, majority of the travellers get attracted to cultural events taking place. As example it is seen that tourist develop positive behaviours after they attain any type of staged program that reflect local culture, social values and glimpse of daily life. Lastly, it is also seen that providing of safety, security and comfort by tourism organisations are also factors that affect tourist behaviour positively. As mentioned by Zhao et al. (2018), safety and security are basic criteria of effective tourism services and are responsible for positive tourist behaviour.
2.4 Theories and Models Related to Tourist behaviour in Tourism Industry
2.4.1 Hawkins Stern Impulse Buying Theory
Hawkins Stern Impulse buying theory brings forth the idea that customers buy product or opt for services, based on their impulses. As mentioned by Moser et al. (2019), Hawkins Stern Impulse buying theory has four type of impulses in offering- firstly, there is pure impulse buying, where purchases are made out of impulse only, secondly, there is reminded impulse buying, where purchases are made based on positive past experience, thirdly, there is suggested impulse buying, which is based on promotions and lastly, there is planned impulse buying, which is planned but the purchaser is not sure of the company to be opted. In case of tourist behaviours, there is no difference, as they too are the customers of the tourism industry.
2.4.2 Motivation-Need Model
It is found that Maslow’s Hierarchy of Needs is the core theory, based on which, Motivation-need model was established. As opined by Sylvester et al. (2018), Motivation-need model makes customers first consider the aspect of survival and physiological need for the product or service, followed by safety of the buyer, then love, esteem and self-actualisation respectively. In case of tourist behaviours, it is seen that the tourists first prefer their basic safety and security needs and finally make decisions for their self-actualisation based purchases, making them behave as per their experience.
2.4.3 Central Control Unit Model
The Central Control Unit Model shows that at the time of making a purchase, a customer takes note of four psychological factors – previous experience, personality, evaluation criteria and the changed mind-set for purchase. As described by Ballings et al. (2018), Central Control Unit Model makes buyers take note of experience gathered from pervious purchases, resulting in both good and bad sides, which is affected by the personality as well as evaluation criteria, determining the degree of change the customer has developed in his or her mind, and based on all the four factors final purchases are made. It is seen that tourists use their previous experience, personal preferences, local quality evaluation and use change in their mind-set for opting tourism services.
2.4.4 Pavlovian Theory
Ivan Pavlov, the propagator of the Pavlovian theory, proposes the idea that buyers purchase products or services based on the identified traits that have generated positive results and the purchase behaviours are reflexive and predictable. As mentioned by Afsardeir and Keramati (2018), Pavlovian theory hints at the fact that by providing offers that customers have a natural knack of liking, would make them purchase the products or service despite lack of actual value offering. Seen from the perspective of the tourists’ behavioural aspect, it can be noticed that tourists are offered local foods serving and local event viewing, which makes them opt the services without evaluating the actual service offerings.
2.5 Concept of Special Events and Its Types
Limited time-based, occurring on particular dates or occasions that gather large amount of people together for social, commercial or entertainment purposes are termed as special events. As affirmed by Woosnam and Aleshinloye (2018), special events retain the interest of the people, as they tend to occur only for a specific period, offering a memorable experience. Depending on the nature of the special events, there are two major types profiting events and non-profiting events. As opined by Priporas et al. (2018), in case of profiting special events, the element of exclusivity is used for earning profits, which are generally organised in a place where the access and visibility can be traded in exchange of money. Examples of profiting special events can be seen in the form of drama, puppet show, dance performance and music festivals in auditoriums. On the other hand, non-profiting special events offer entertainment for people at large, making no restriction on the entry or viewing of the program, such as open door programs, where events are housed for all. As example, it is seen that events such as book fairs, awareness programs, outdoor music festivals and many more.
2.6 Significance of Music festivals on the Economy of a Country
Music festivals are seen as means of money making for artists and event organisers, as the scope for employment remains very low, giving in apparently insufficient cash flow opportunities. As mentioned by Laura Toraldo et al. (2018), from a structural point of view, it is found that majority of the music festival organizers have their fixed teams, which makes the distribution of earned profit limited in circulation. However, from a broad spectrum it is found that music festivals that are framed in localised manner cater attention of the locals, gathering them, which helps in earning profit within a short period. In case the music festivals are framed on national or international levels, foreigners and travellers come to visit before, during and after the event, generating high profitability for tourism and hospitality industry. The economic contribution on the local, national and global levels eventually contributes in the betterment of the country economy. As stated by Clements (2018), music festivals, with international reputation, helps in creating a periodic hype among tourists, which helps the locals to get employment from small-scale lodging, dining and facility providing, passively contributing in their respective countries’ economy. Lastly, it is also found that music festivals, for their popularity charge higher pricing for attendees, which also gives a big boost to their country economy.
2.7 Factors Affecting Success of Music Festivals
Marketing is a prime factor that regulates the degree of attaining success of music festivals. As described by Simon et al. (2018), irrespective of the quality, pricing of...