Paper Title
THE PUSH AND PULL MOTIVES IN INFLUENCING TRAVEL BEHAVIOURAL INTENTION AMONG GENERATION Z IN MALAYSIA

Abstract
Abstract - Generation Z can be said as a fresh generation with many distinctive traits compared to other generations. Thus, it is crucial for companies in the tourism industry to investigate regularly to identify potential opportunities such as the push and pull motives of Generation Z that can influence their travel behavioural intention. The methods used to conduct this research are quantitative by distributing questionnaires to Malaysian Generation Z, with questions regarding push and pull motives and tourists’ travel behavioural intentions. With 350 responses, findings indicate that “Rest and Relaxation” is the top factor under push motive when it comes to the reason for tourists to travel and the “Easy Access and Affordability” would be the top factor under the pull motive to influence tourists' choice of destination. Moreover, the result shows that there is a significant relationship between both push and pull motives and tourists’ travel behavioural intentions. Therefore, push and pull motives can be used to investigate the tourist’s travel behavioural intention because both motives showed as a useful way to identify the way to influence Malaysian Generation Z’s travel behavioural intention for the tourism industry. Keywords - Push Motives, Pull Motives, Travel Behavioural Intention, Generation Z