| Summary: | This study focuses on the determinants of tourists' arrivals in the East Coast Malaysia. The research topic chosen aim to determine the increment of tourists' arrivals in the East Coast Malaysia that has not yet met the expected growth and has been recording a percentage drop in tourists' arrivals. The objectives of the study include: i) to identify the factors that influence tourists' arrival in the East Coast Malaysia, ii) to examine the relationships of these factors on tourists' arrivals in the East Coast Malaysia, iii) to identify the most significant factors that affect tourists' arrival, and iv) to compare differences between local and international tourists' perception on factors affecting tourists' arrival. Questionnaires were distributed to 386 tourists and data was analysed using Structural Equation Modelling (SEM). The findings indicate that: i) facilities and infrastructures, strategies, cultures and policies are factors that influence tourists arrival in the East Coast Malaysia, ii) there is direct relationship of th factors on touri ts' arrivals in the East Coast Malaysia, iii) cultures are the most
ignificant factor that affect tourists' arrival, and iv) culture is indicated as the difference between local and international tourists' perception on factors affecting tourist arrival. The practical implications of the study are directed towards the major players in touri m. Hence, these would serve as guidance to the tourism operators, hotel managers, and government on the relevance of these factors (facilities and infrastructure, strategies, cultures and policies) towards tourists' arrivals in the East Coast Malaysia.
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