Tying the knot in Malaysia: factors that motivate venue selection and attributes

Couples choosing to tie the knot are overwhelmed by a variety of products and services offered in Malaysia to make that special day truly memorable. This research note aims to explore factors that motivate Malaysian couples in choosing their wedding venue and to identify which of these factors are most significant to the Malaysian couples in their decision-making process. The practical implications of the findings would benefit wedding service providers such as wedding planners, hoteliers, caterers and venue owners in designing compatible wedding packages that meet the desires and budget of Malaysian couples. Apart from the hospitality, food and beverage industry players, and event organisers, this area of research may assist the government, particularly the Ministry of Tourism to enhance their efforts in promoting Malaysia as a premier wedding destination