Understanding consumer behaviours in geotourism: a literature review of Malaysia

• Main Authors: Adam, Nur Adeena, Ahmad, Siti Yuliandi
• Format: Article
• Language: English
• Published: Persatuan Ekonomi Pengguna Dan Keluarga Malaysia 2023
• Subjects: G156.5.S87 Sustainable tourism; HB801 Consumption. Demand
• Online Access: http://irep.iium.edu.my/108684/7/108684_UNDERSTANDING%20CONSUMER%20BEHAVIOURS.pdf; http://irep.iium.edu.my/108684/; https://macfea.com.my/about-jurnal-pengguna-malaysia-jpm/

This systematic article review aims to understand the motivations, preferences, and behaviours of geotourists and their overall satisfaction and well-being. An extensive search was carried out across numerous databases, including Google Scholar, Scopus, and academic repositories, to confirm the validity and completeness of the review. This qualitative study examines the consumer perspective of geotourism in Malaysia by reviewing previous studies conducted between 2018 and 2023. Only studies, papers presented at conferences, and reports on geotourism in Malaysia, consumer behaviour, and elements affecting geotourists decisions were considered. Studies conducted in languages other than English and outside the designated timeframe were not included in the study. Findings reveal that geotourists in Malaysia seek experiential learning, cultural exchange, and a deeper connection with the natural environment as they value unique geological sites, immersive educational experiences, and responsible practices that preserve the geological heritage and promote environmental conservation. Key factors influencing consumer behaviour include satisfaction with the geopark experience, destination image, perceived value, and perceived sustainability. These findings contribute to a better understanding of consumer behaviour, informing destination management organisations and tourism stakeholders in developing strategies to enhance the geotourism experience, support local communities, and ensure the long-term sustainability of geotourism destinations in Malaysia.