Understanding Tourist Motivation in Emerging Campus Tourism: A Case Study of Universiti Malaysia Sabah
Year: 2025
Type: article
Study design: Observational Study
Abstract: Universities are increasingly recognised not only as centres of learning but also as cultural, architectural, and environmental icons that inspire and shape societal identity, reflecting their evolving role as influential landmarks within the community.This study investigates the motivations and satisfaction levels of visitors to Universiti Malaysia Sabah (UMS) as a tourist attraction.Using an exploratory cross-sectional design, data were collected from 150 respondents via an online survey.Findings reveal that visitors are primarily drawn to UMS by its scenic beauty and the novelty of exploring a new location.These insights suggest that genuine interest in the campus can foster a sense of discovery, positioning university tourism as a promising niche market.As such, universities are emerging as hybrid spaces that offer both academic and tourism experiences.The study emphasises the significance of urban development, effective information dissemination, and tourist motivation in reshaping the role of universities within cultural and educational tourism.While providing a descriptive overview of these interactions, further empirical research is necessary to validate and extend the findings across various institutions and regions.This research contributes to understanding the evolving status of universities as dynamic spaces for both learning and leisure.
Authors: Rosmalina Abdul Rashid, Fazilah Musa
Institution: Universiti of Malaysia Sabah
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414749704
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