Vijaya Malar Arumugam, Tan Ai Ling, and Anisha Chai

Abstract: This study looks at the perspectives of business events industry representatives with regard to factors and challenges in promoting leisure revisit intention among business tourists. Judgmental sampling was used to recruit 10 senior executives from the Malaysian business events industry. This study gauged the role of the Malaysian business events industry in transitioning business tourists into leisure tourists. The findings reveal that the people of Malaysia, nature and heritage, food and accommodation, shopping and nightlife can positively influence the leisure revisit intentions of business tourists. However, the efforts to convert business tourists into future leisure tourists is hindered by a silo approach towards destination marketing by the Malaysian business events industry representatives.

Keywords: Business tourists, leisure tourists, stakeholder, business events industry, Malaysia