**5. Methodology**

Tourists were selected from all long-haul gateways located 3000 miles and above from Penang (Asia, and the others are outside Asia). A cluster random sampling approach was employed to collect data at tourist attractions such as Georgetown World Heritage Site, Batu Feringgi, Kek Lok Si Temple, Penang Hill, Taman Negara and others. A total of 400 questionnaires were distributed, and 370 usable questionnaires were obtained representing 95.5% response rate. Questions were developed based on a comprehensive review of travel motivations from previous studies [1, 4, 5, 10]. The questionnaire was divided into three sections: the first section posed questions about respondents' profile, the second about travel characteristics and, lastly, questions about push statements (reasons of their travelling) and pull statements describing destination attributes. Respondents were asked to rate agreement of each statement by using a 5-point Likert scale ranging from 1 'strongly disagree' to 5 'strongly agree'. Data were analysed using the SPSS software version 22.
