Identifying self-drive tourists' main routes, motivations and decision-making in Peninsular Malaysia

This study explores the under-researched domain of self-drive tourism in rural and developing regions, focusing on the Asia-Pacific, particularly Peninsular Malaysia. The primary objective is to enhance understanding of self-drive tourism dynamics in this region by examining aspects such as routes, motivations, and decision-making processes. Using an exploratory qualitative approach, interviews were conducted with key stakeholders from car rental companies and international self-drive tourists. Findings highlight main circular routes, popular stopovers, and key attractions. Additionally, three motivational dimensions emerged: experiential (emotional benefits), functional (spatial and service aspects), and attractions-based (aesthetic, cultural, and nature-related interests). The study also reveals the central role of recommendations from personal networks and digital platforms in tourists' decision-making. Contrary to prior literature, pre-trip planning proves crucial in route setting and stopover choices, challenging the notion of spontaneity often linked to self-drive tourists.