The factors affecting the choice of transportation mode of students in Universiti Malaysia Kelantan, Kota Bharu, Kelantan

This study aims to identify the factors of transportation selection by university students to travel in Malaysia. Transportation is an important service aspect of tourism in
this sense and in some cases, it can be the subject of the tourism experience journeys. This research is expected to identify the factors affecting the students' choice mode of
transportation which is service quality, travel time and travel cost. Data was collected by conducting a quantitative approach which was distributed 364 among Universiti Malaysia
Kelantan students who study in City Campus, Kota Bharu, Kelantan. The data collected was analyzed by using Statistical Package for Social Science (SPSS). Descriptive
analysis, reliability test and Pearson Correlation were also used to analyze the data. Generally, it can be stated that the respondents were satisfied with the travel time, services quality and travel cost that affected the choice of the transportation. These students’ choice leads to an establishment of a significant relationship between all the independent and dependent variables. Consequently, it can be proved through the Pearson Correlation results that there was a positive relationship between travel time (r = 0.333**), service quality (r= 0.387**), cost (r= 0.650**) and the choice of transportation mode of students in Universiti Malaysia Kelantan, Kota Bharu, Kelantan. It means all the research questions have been answered and the hypothesis of this study has been also achieved. The findings of this study could provide better guidelines for university students because it can enhance their awareness about the importance of the bus service choice. More than
that, this research also can help transportation companies or airlines to improve their service and make a good impression on passengers.