Travel motivations for first time and repeat tourist in Banda Hilir, Melaka / Fairosyaliza Mohd Ibrahim Shah and Nabilah Kasmuri

The purpose of this study is to understand the travel motivations for first time and repeat tourist to visit Banda Hilir, Melaka. The travel motivations (push and pull factors) will leads to the encouragement among tourist to visit Banda Hilir, for first time or repeat. The respondents were tourists who visit within the area of Banda Hilir using questionnaires that distributed to the respondents. This study used descriptive research design with quantitative approach. A total of 373 complete questionnaires were used in this research. The data collected in this study was analyzed by using frequency, reliability analysis and descriptive analysis in order to achieve research objectives. The tourists believed that the push factors were the strongest motivations that attract them to visit Banda Hilir. Despite that, the highest tourist who visits Banda Hilir, Melaka is among the first-time tourists.