ANALYSING STUDENT TOURIST MOVEMENT BASED ON THE UTILITY MAXIMISATION IN DESIGNING TOUR PACKAGE IN JOHOR BAHRU

Abstract. Tourism industry has played a vital role in the economic development of Malaysia by driving influx of people, capital and commodities into a potentially wealthy country. Tourism also contributed to a foreign exchange earning of most South East Asian countries including Malaysia. The aim of this paper is to analyse and understand the tourist movement pattern from utility maximisation point of view in reference to the spatial pattern of tour package design in Johor Bahru. Tourist movements from one destination to the other solely depends on the tourist attractions sites available in the area and this corresponds to tourist decision on where, when, how and what time to move from one attraction site to the other. The workflow of this study until the final product is the geospatial map of the tour package that has been statistically analyse from the design questionnaire issued to students on tourism aspects. The method used in identifying and determining the utility maximisation of the arrival time and duration time for each attraction is the mode model. From the statistical result, data validation has been constructed to identify whether the result obtain is significantly accepted or fit by using the elementary statistical test. The final output has been presented in various graph to identify the maximum utility for the arrival and time duration for tour package. *For example, tour package G contains Hutan Bandar, Johor Zoo, Johor Grand Palace, Jalan Tan Hiok Nee Bangunan Kedai Lama and Bazar Karat as the listed attractions together with their corresponding arrival times and durations of time spent.