Reframing Domestic Tourism Performance in Malaysia: The Dominance of Perceptual Drivers over Structural Determinants in Contemporary Tourism Landscape

Domestic tourism has evolved into a key component for sustaining economic resilience in Malaysia, particularly during and following the COVID-19 disruption. Although current research has primarily focused on structural variables including infrastructure, accessibility, and governmental backing, there has been insufficient consideration of the impact of perceptual drivers on tourism performance. This study seeks to investigate the relationship between structural factors (destination accessibility, tourist infrastructure, and government support) and perceptual elements (marketing and promotion, and safety measures) in affecting domestic tourism performance in Malaysia. A quantitative cross-sectional research design was utilized, collecting data from 167 domestic travellers at designated urban tourism destinations. The data were analyzed utilizing descriptive statistics, Pearson correlation, and multiple regression analysis to assess both bivariate connections and the relative explanatory strength of the predictors. The results reveal that while all variables show positive correlations with domestic tourism performance, only marketing and promotion, as well as safety standards, display statistically significant impacts when evaluated concurrently. Conversely, structural drivers including infrastructure, accessibility, and government support exhibit no substantial independent effect within the multivariate model. These findings suggest a significant transformation in tourism dynamics, where performance is more closely linked to perceptual and demand-driven factors than to mere structural conditions. The study enhances tourism literature by offering a comprehensive viewpoint that emphasizes the increasing significance of tourist perception, confidence, and participation in shaping tourism performance in the contemporary landscape.

Domestic Tourism Performance, Accessibility, Marketing and Promotional, Infrastructure, Government Support, Safety Protocol

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