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Tourism is a dynamic industry; period from initiation to completion of this study was also dynamic and complex. However, continuity of research on holidaying attitudes of people and perceptions of holidays helps tourism marketers to target and promote tourism destinations to different markets and segments. It is noted that culture, socio-demographic variables such as gender, income, ethnicity, and political stability and affordability play a significant role in holiday decision making. On the other hand, marketing destinations to the right market segment, using appropriate promotional strategies by being culturally sensitive and monitoring visitor flows to determine capacity and needs helps success and sustainability of tourism business. The core of this study examines socio-demographic variables like gender, marital status, ethnicity, education, age and income as determinants of market demand with relation to West Malaysians. The results from the analysis of West Malaysians general attitudes towards holidaying and expectations from a holiday hold substantial convincing information for tourism destination marketers.

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Associate Professor Asad Mohsin is currently Chairperson - Department of Tourism and Hospitality Management, University of Waikato Management School, New Zealand. His MBA & PhD are from Australia. His research in service & product quality assessment, customers perceptions & attitudes towards holidaying has been published in leading journals.

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