ABSTRACT
The primary objective of this study was to identify the push and pull factors that the most influence young travelers to visit a destination, focusing on film induced tourism context. The theory of push and pull factors was discussed thoroughly. Data were collected through the self-administered approach to the local young travellers in several places in Kuala Lumpur. The sample was collected through convenience sampling method. A total number of 384 respondents were involved in this study. The result of this study revealed that there is varieties of push and pull factors motivating young traveller to visit a destination. Findings show that unique experience makes the most contribution in push factors in explaining the young traveller to visit a destination. For pull factors, the most influence young traveller to visit a destination is associated with the celebrity status. For the future research, it may suggest to expand and explore more on other factors that may influence young traveller to visit a destination, in which no theoretical model been developed yet. Finally, this study promotes filmmakers, DMOs and also local authorities to enhance films as powerful marketing tools by fulfilling the motivations which may drive the local young travellers to visit a destination.
