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International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees a

Kee Mun Wong & Ghazali Musa

a

a

Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur 50603, Malaysia Published online: 18 Sep 2014.

Click for updates To cite this article: Kee Mun Wong & Ghazali Musa (2014): International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees, Asia Pacific Journal of Tourism Research, DOI: 10.1080/10941665.2014.950303 To link to this article: http://dx.doi.org/10.1080/10941665.2014.950303

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International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees Kee Mun Wong∗ and Ghazali Musa Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur 50603, Malaysia

Generally, the international second home (ISH) retirement develops from the need for better life quality of the aging population globally. “Malaysia My Second Home” (MM2H) is an ISH scheme that aims to attract inbound retiree market in Malaysia. This study explores the retirement motivations and their influences on ISH decision using the combination of push –pull travel motivation theory and tri-reference point (TRP) theory, while simultaneously comparing the British and the Japanese retirees. We interviewed 26 MM2H participants in depth and content analyzed the data with qualitative NVivo software. Other than common motivations shared by both groups, there are also distinct differences, especially with regards to environmental preference and risk taking. Only two motives fit into all the three elements of TRP, with most motives either explained by a single or dual reference point. Based on the findings, the study proposes its knowledge, marketing, and managerial implications. Key words: international second home retirement, push and pull, tri-reference point, qualitative research, Malaysia My Second Home

Introduction The projected increase in global aging population – those over 60 years old – from 841 million in 2013 to 2 billion people by 2050 (United Nations, Department of Economic and Social Affairs, Population Division, 2013, p. 6) will account for about 21% of the world’s population. One of the major decisions to be made by the elderly population

∗

Email: [email protected]

# 2014 Asia Pacific Tourism Association

is the retirement location (Schiamberg & McKinney, 2003). Most retirees reside in their own countries; but some privileged few prefer to migrate and live overseas. Common terminologies used for overseas retirement are “international second home (ISH) retirement”, “long-stay tourism”, and “international retirement migration”. Second home for retirement coined a new description in international human mobility and dwelling

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Kee Mun Wong and Ghazali Musa

(Mu¨ller & Hall, 2004). It enables the achievement of better life quality (Balkir & Kirkulak, 2007) and the fulfillment of self-actualization need (Wong & Musa, 2014). Many researchers examined ISH from the western perspectives (e.g. Balkir & Kirkulak, 2007; Breuer, 2005; Casado-Diaz, Kaiser, & Warnes, 2004; Williams, King, & Warnes, 1997). Thus, the motivations and behavior among them reflect the western market at western retirement destinations. There is a lack of information from Asian perspectives with the exception of Wong and Musa (2014), Kummaraka and Jutaporn (2011), Howard (2008), and Ono (2008). Ono (2008) and Wong and Musa (2014), who studied the subject in Malaysia where the former only focused on Japanese retirees while the latter examined retirees’ motivations from the perspectives of multiple nationalities. Howard (2008) and Kummaraka and Jutaporn (2011) explored the western retirees’ motivations in having their second homes in Thailand. Wong and Musa (2014) reported the Malaysia My Second Home (MM2H) participants’ motivations through the perspective of Travel Career Ladder (TCL). They confirmed that the majority of the motivation themes are clustered in the seeking of self-fulfillment needs. The study also revealed the challenge in applying TCL to its findings as some motivational themes simultaneously represent various levels of TCL hierarchies. They suggested that the theory is perhaps not the best to explain retirees’ motivation and different motivation theories might produce a more accurate explanation. In travel literature, push and pull motivation theory has been widely adopted, including in the area of retirement migration. However, comparatively limited discussion is available, using this theory to explain the

retirees’ migration motivations and the relationship with their decision-making. The paper aims to bridge this gap. The study’s framework is guided by push and pull travel motivation theory (Dann, 1977) and tri-reference point (TRP) decision-making theory (Wang & Johnson, 2012). The push and pull travel motivation theory assumes that individuals travel as they are being pushed by their internal desire while at the same time being pulled by external forces (Uysal & Hagan, 1993). However, overseas retirement is a risky and complex travel decision, involving high levels of comparative perception and evaluation. The TRP theory offers “a set of simple guidelines for evaluating risky options” (Wang & Johnson, 2012, p. 755). It explains that individuals refer to their status quo (SQ), goal and aspiration (G), and minimum requirement (MR), either implicit or explicit, in making a risky decision. Many researchers (e.g. Dimanche, 1994; Le Serre, Legoherel, & Weber, 2013; You, O’leary, Morrison, & Hong, 2000) encouraged comparative studies between cultures to explain motivational and behavioral phenomena. The understanding from the perspective of different retiree nationalities is useful in all aspects of product development and strategic marketing, targeting different retirement markets. As stated earlier, while Wong and Musa (2014) reported retirees’ motivations from the perspective of different nationalities, this paper limits its comparison to only two different nationalities, which are the British and Japanese retirees. The two nationalities were also chosen as they are the majority number of western and eastern participants, respectively, in the MM2H program. The different environments, living conditions, and cultures in Malaysia, the UK, and Japan may provide distinct and interesting perspectives with regard to the motives and decision of

ISH Retirement Motives in Malaysia the two nationalities in Malaysia. There are three research questions guiding this study:

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(1) What are the Japanese and British retirees’ motivations to retire overseas? (2) How do the motives differ between the two nationalities? (3) How does the TRP theory explain the motivations of retirees?

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more than 35,000 long-stay visas approved in 2011 (Harper, 2013). Among the MM2H visas approved in 2012, the majority of the westerners is British, while Japanese constitute the biggest number of retirees from Asia (refer Table 1). Thus, this study attempts to explore the retirees’ push and pull travel motivations and map them within the dimensions of TRP theory, from the perspective of the MM2H biggest markets from the west (the British) and east (the Japanese).

Literature Review Malaysia My Second Home Malaysia launched the first second home retirement program in 1996 – the “Silver Hair” – which was later renamed as MM2H in 2002. By abolishing the minimum age criteria to target the younger elderly cohort, MM2H appears as more liberal in its retirement policy. MM2H offers unique qualityliving options for financially independent foreign retirees to pursue a retirement lifestyle abroad (Ho & Teik, 2008). Its participants are granted a 10-year social visit pass with the flexibility to purchase properties in Malaysia. Wo (2008) stated that on average a couple who move to Malaysia under the scheme spend about USD 40,000 (ex-change rate of USD 1 ¼ RM 3) annually for living expenses. The MM2H participants are more likely to make capital investments that will boost the Malaysian economy, particularly in tourism and real estate sectors. Although Malaysia is ranked the world’s third best retirement destination by International Living (2012), the number of participants is much less than its main competitor, Thailand. In 2012, the MM2H Centre reported to have approved 20,430 MM2H visas since 2002 (Ministry of Tourism Malaysia, 2013), while Thailand already has

Elderly retirement model. Schiamberg, Junk, and Goldfarb (1991) and Wiseman (1980) considered retirement migration as a process that is influenced by several factors, including personal resources and its characteristics, community and housing, social factors, and support networks. Researchers commonly categorized these motivations as Push and Pull factors (e.g. Cuba & Longino, 1991; Haas & Serow, 1993; Longino, Jackson, Zimmerman, & Bradsher, 1991; Wiseman, 1980). Wiseman (1980) incorporated these factors in his elderly retirement migration process model (refer Figure 1). The model provides answers to the elements of “why”, “where”, and “what” to the retirement migration process. However, researchers agree that there is a need for a more comprehensive process and understanding of migration and relocation decisions (De Jong, 1999; Haas & Serow, 1993; Longino et al., 1991). The ability to delineate the exact forces of influence in retirement decision is paramount for successful development and management of the second home program. ISH retirement. As many fields and subjects are involved in the concept of “second home”, the definition is rather difficult to sum up (Hall & Mu¨ller, 2004; Pitkanen, 2008). ISH normally occurs on a temporal or semi-permanent basis

Top Participating Countries in 2012 Month

No. Country of nationality 1 2 3 4 5 6 7 8 9 10

Jan

Feb

Japan 42 83 China 35 33 Bangladesh 21 52 Iran 28 41 UK and Northern Ireland 8 15 Pakistan 4 16 Australia 9 7 Taiwan 5 9 South Korea 6 7 Singapore 4 7 Others 22 32 Total 184 302

Source: Ministry of Tourism Malaysia (2013).

Mar Apr May

Jun

Jul

Aug

Sep

99 70 50 41 20 8 16 8 11 5 73 401

69 65 91 79 54 53 15 16 7 14 9 10 10 6 7 4 7 3 13 3 64 37 346 290

104 70 37 9 10 10 12 7 4 10 55 328

69 84 83 100 23 31 13 13 17 7 11 14 12 6 11 13 13 13 11 10 58 47 321 338

49 41 24 11 9 3 5 3 8 3 36 192

47 56 34 13 17 13 10 5 8 8 31 242

Oct

Total Nov Dec (Jan – Dec)

Share (%)

70 47 5 1 0 1 2 7 3 5 40 181

25.3 22.7 12.0 6.2 3.9 3.1 3.0 2.6 2.6 2.6 16.1 100

35 26 4 0 1 1 2 6 0 4 23 102

816 731 388 201 125 100 97 85 83 83 518 3,227

Kee Mun Wong and Ghazali Musa

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Table 1

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ISH Retirement Motives in Malaysia

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Figure 1 Model of Elderly Retirement Process. Source: Adapted from Wiseman (1980). depending on previous tourist experience, time spent in the origin and host destination, and the ownership of property (King, Warnes, & Williams, 2000; O’Reilly, 2000). Through globalization (Warnes, 2009), ISH becomes a residential strategy for the retirees upon leaving their career and change in personal and social conditions (Abellan, 1993; King, Warnes, & Williams, 1998). The term “second home” may not necessarily refer to the ownership of property in a different country or permanently leaving the original country of residence to reside overseas. Thus, in general, researchers termed “ISH” as the destination of homers on a long-term basis, which acts as a residence of the person who comes from a different location (McIntyre, 2006; Visser, 2006) around the world. ISH retirement has received considerable attention since the late 1990s. The phenomenon of cold northern and central European retirees deciding to have second homes in the Mediterranean continues (e.g. Breuer, 2005; King et al., 1998; Warnes, King, & Williams, 1999; Williams et al., 1997). The British, Finnish, Norwegian, and Russian retirees

prefer second homes in Estonia and Finland (Pitkanen & Vepsalainen, 2008; Tuulentie, 2006), while the Germans and Scandinavians choose the Canary Islands and Spain to establish their second homes (Breivik, 2012; Breuer, 2005; Rodriguez, Fernandez-Mayoralas, & Rojo, 2004). Visser (2003) argued that second homes involve both migration and tourism. However, the guidelines that draw the line between migration and tourism remain blurred (McIntyre, 2006; Williams & Hall, 2000) with continuous debate. Though Mu¨ller (2007) raised doubts that second home is a part of tourism, most tourism researchers agree that second home owners do contribute significantly to domestic tourism activities (Girard & Gartner, 1993; Hall, Mu¨ller, & Keen, 2001; Leslie, 2007; Mottiar & Quinn, 2003; Stevensson, 2004). Thus, as stated by Aronsson (2004), it is essential to add the pieces of migration and tourism together, to understand the total escaping experience of second home retirees.

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Kee Mun Wong and Ghazali Musa

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Among the nations that offer excellent ISH retirement destinations are Ecuador, Panama, Malaysia, Mexico, Costa Rica, Uruguay, Colombia, Spain, Thailand, and Malta (International Living, 2012). Despite the linguistic and cultural barriers (Howard, 2008; King et al., 1998) in some places, the demand for ISH continues to increase, and this triggers our interest to carry out this research.

TRP decision-making theory. Overseas retirement is a risky decision where an individual may make a decision based on a single composite point that is built from multiple reference points (Ordonez, Connolly, & Coughlin, 2000; Olson, Roese, & Zanna, 1996; Ordonez, 1998). Koop and Johnson (2012) state that human beings are capable of processing multiple reference points simultaneously, particularly in making risky decisions. Wang and Johnson (2012, p. 755) defined TRP as “the influence of the status quo (SQ), goal and aspiration (G), and minimum requirement (MR) on an individual’s risky decision making”. They suggested four possible risk perceptions and outcomes (x): success (x ≥ G), gain (SQ , x , G), loss (MR ≤ x , SQ), and failure (x , MR). In general, an individual will stay above the MR, achieve or exceed G, and strive to improve SQ simultaneously. Mathematically, the assumption would be MR . G . SQ where SQ is commonly perceived as the zero point when measuring distributions of alternative options. Koop and Johnson (2012) empirically tested the theory through an investigation on college students making risky decisions in gambling. Despite the gambling outcome, the students put higher priority on MR, which significantly influenced the choice preference toward risk aversion.

Wang and Johnson’s (2012) study revealed the impact of the three reference points to decision-making within the same context. It stated that the effectiveness decreases when the reference point is uncertain and the risky decision-maker tends to switch between risk aversion and risk seeking. They also warned that decision-makers are able to adapt to different strategies when facing different scenarios. Their adaptation capability is changed and updated based on previous experiences. When the reference point is perceived as irrelevant or untouchable, the three reference points may be reduced to two or even a single reference point, leaving less choice option to the decision-maker. In this study, we adopted the concept of TRP to obtain the qualitative account of the MM2H participants. The TRP theory is relevant to international retirees where their behavior of moving to an ISH destination involves complex and relatively high risk decision. The use of TRP enables us to understand how a decision is made by mapping the motives into the three reference points. We adopted the push and pull theory to reveal the retirees’ motivations to retire overseas. Push and pull travel motivation theory. Generally, all the motivations could be divided into push and pull factors, even within the TRP itself. The essential concept of motivation is “need”. It is the key driver in motivating behavior and in understanding human motivation (Mansfeld & Pizam, 1999). Motivation is the result of a need deficiency (Mill & Morrison, 2002). Based on Tolman’s (1959) work, Dann (1977) proposed the push and pull motivation theory. The theory assumes that the individuals travel as they are being pushed by their internal desire while at the same time being pulled by external forces (Uysal & Hagan, 1993; Uysal, Li, &

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ISH Retirement Motives in Malaysia Sirakaya-Turk, 2008). Many researchers establish explanations for the application of push and pull motivation in tourism literatures (e.g. Baloglu & Uysal, 1996; Bogari, Geoff, & Marr, 2004; Crompton, 1979; Dann, 1977; Yoon & Uysal, 2005). Different push and pull factors will drive individuals to travel and select their destinations accordingly. While push factors motivate the traveler to leave his/her home, the pull factors attract the traveler to travel to a specific destination. Many researchers carried out research using push and pull motivation factors, including the relationship between these two variables (e.g. Baloglu & Uysal, 1996; Bogari et al., 2004; Uysal & Jurowski, 1994; You et al., 2000). Other than establishing travel desires, push factors also determine when and where to travel (Crompton, 1979) and complement pull factors (Dann, 1977). On the other hand, pull motives influence the traveler’s destination selection where a mixture of facilities and services play an important role (Hu & Ritchie, 1993). They are the destination attributes that correspond adequately to the push factors (Dann, 1981). Travelers may consider a single or multiple pull factors at the same time, which complement their push factors (Dann, 1981). Any of the pull factors at a specific destination may be driven by one or more push factors (Klenosky, 2002). A traveler may consider different push factors in balancing the pull factors (Dann, 1981). Recognizing the push factors, second home retirement destination marketers have the opportunity to improve their competitiveness by solving the problems that drive the retirees away from their country of residence. This can be carried out through the development of attractive second home destinations (Correia, Oom do Valle, & Moc¸o, 2007). The development will create pull factors, improving a

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specific destination’s features and uniqueness (Uysal & Jurowski, 1994), which attract the individual retirees. ISH push and pull motivations. There are several studies on push and pull factors of ISH research. Most researches only put emphasis on the pull factors (e.g. Balkir & Kirkulak, 2007; Casado-Diaz et al., 2004; Gibler, Casado-Diaz, Casado-Diaz, Rodriguez, & Taltavull, 2009; King et al., 1998; Rodriguez, 2001; Rodriguez et al., 2004; Sunil & Rojas, 2005; Williams, King, Warnes, & Patterson, 2000). Very few ISH researchers highlight both push and pull factors in explaining the motivations of second home decision, with the exception of Breuer (2005) and Ono (2008). As shown in Figure 2, the majority of the ISH motivations are pull factors, reflecting destination attributes that pull retirees to have second homes overseas. One of the most frequently mentioned pull factors is low cost of living in the host destination (Balkir & Kirkulak, 2007; Breivik, 2012; Breuer, 2005; Casado-Diaz et al., 2004; Gibler et al., 2009; King et al., 1998; Ono, 2008; Rodriguez et al., 2004). The Germans mainly establish second homes in the Canary Islands (Breuer, 2005), Norwegians in Spain (Breivik, 2012), while the Japanese prefer Malaysia (Ono, 2008), all of which are largely determined by affordable housing prices (Gibler et al., 2009; Rodriguez et al., 2004). The availability of attractive natural and cultural amenities (Balkir & Kirkulak, 2007; Gibler et al., 2009; Rodriguez et al., 2004) pulls international retirees toward an ISH destination. In fact, natural amenities are rated as the most important pull factor in the Gibler et al.’s (2009) study. Mu¨ller (2002) emphasizes that the countryside offers a better living environment as retirees will have more

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Kee Mun Wong and Ghazali Musa

Figure 2

Push and Pull Factors of ISH.

time with each other. Favorable climate is an important pull motivator to ISH (Breuer, 2005; Casado-Diaz et al., 2004; Howard, 2008; King et al., 1998; Ono, 2008; Rodriguez et al., 2004; Sunil & Rojas, 2005), particularly in Mediterranean areas such as Costa Del Sol (Rodriguez et al., 2004) and the Canary Islands (Breuer, 2005). Evaluating the recreational (e.g. sports and cultural activities) and entertainment opportunities (Gibler et al., 2009; Ono, 2008) at ISH destinations is a common trend among retirees. This is particularly essential for those who seek an active lifestyle during retirement (Sunil & Rojas, 2005). Retirees who have

previous experiences (e.g. holiday, work) in the host destination (Rodriguez, 2001; Rodriguez et al., 2004; Williams et al., 2000) tend to select the same destination for retirement, taking advantage of the already established social connections with the locals. Sunil and Rojas (2005) reported that American retirees prefer their second homes in Mexico for the friendliness of its people. Besides that, Gibler et al. (2009) and Rodriguez et al. (2004) in their articles also pointed out that the retirees connect better with the host country where other expatriate communities exist. Other pull motivators highlighted in the literature are simple and efficient visa systems

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ISH Retirement Motives in Malaysia (Ono, 2008), lower local tax rate (Gibler et al., 2009), casual and leisurely lifestyle (Casado-Diaz et al., 2004; King et al., 1998; Rodriguez et al., 2004), availability of healthcare facilities (Gibler et al., 2009; Rodriguez et al., 2004), availability of care for the elderly (Ono, 2008), children and family (Breuer, 2005), geographical closeness to home country (Gibler et al., 2009; Rodriguez et al., 2004), and accessibility by air (Breuer, 2005). The climate is both a push and pull factor (Ono, 2008). Japanese retirees from the Yamanashi Prefecture escape the cold winter to a southern tropical area. German senior citizens who have health problems tend to leave Germany, and retire in the warm-weathered Canary Islands, to facilitate pain relief of their illnesses (Breuer, 2005). Finally, the occurrence of crucial life events (e.g. sickness and early retirement) among retirees also motivate them to seek second homes overseas (Breuer, 2005). There are also reports of more serious reasons that disrupt retirees’ personal life, such as divorce or death of a lifetime companion. In extreme cases, they may result in permanent departure and termination of links with their home countries.

Methodology The study aims to develop a qualitative account of the British and Japanese retirees among MM2H participants on the motives behind their second home retirement decision using the push and pull travel motivation theory and the TRP theory. In line with Finlay (2009), we involved actively in the research as subjective and initiated actors. We carried out in-depth interviews to gain richer information, allowing deeper insights and interpretations of the study findings

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Sampling Method In this research, we adopted the snowballing method, which relies on the referrals from initial participants to obtain additional participants. This method is suitable to collect data from participants who have specific knowledge or characteristics, but are rather difficult to locate or contact (Cavana, Delahaye, & Sekaran, 2001). We adopted the saturation principle in determining the number of interview participants (Creswell, 2007). This principle advocates that data collection must continue until the research findings are exhausted and no new perspectives on the topic are identified in the subsequent interview. In this research, we interviewed 26 MM2H retirees of whom 14 are British and 12 are Japanese. Their ages ranged from 52 to 78 (mean ¼ 71) years. Table 2 presents the profile of these participants with the abbreviations used to describe the participants by nationality, age, and gender.

Conducting In-depth Interviews We interviewed MM2H participants in depth in June and July 2011 in Kuala Lumpur, Selangor, Penang, and Langkawi. Each interview lasted between 45 and 90 minutes. Based on the research objective, we asked the following questions: (1) Why do you consider having your retirement overseas instead of your home country? (2) Why do you choose Malaysia as your retirement destination? We actively probed and asked for further clarification on certain interesting remarks

10 Kee Mun Wong and Ghazali Musa

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Table 2

In-depth Interview Participants by Nationality, Age, and Gender.

Abbreviations

Nationality

Age

Gender Abbreviations

Nationality

Age

Gender

R1_B_55_F R2_B_67_M R3_B_65_F R4_B_59_F R5_B_60_M R6_B_59_M R7_B_56_F R8_B_64_M R9_B_63_F R10_B_76_M R11_B_78_M R12_B_65_M R13_B_63_M R14_B_72_M

British British British British British British British British British British British British British British

55 67 65 59 60 59 56 64 63 76 78 65 63 72

Female R15_J_76_M Male R16_J_61_F Female R17_J_69_M Female R18_J_63_F Male R19_J_60_M Male R20_J_59_F Female R21_J_71_M Male R22_J_59_F Female R23_J_62_M Male R24_J_63_M Male R25_J_52_F Male R26_J_70_M Male Male

Japanese Japanese Japanese Japanese Japanese Japanese Japanese Japanese Japanese Japanese Japanese Japanese

76 61 69 63 60 59 71 59 62 63 52 70

Male Female Male Female Male Female Male Female Male Male Female Male

uttered by an interviewee throughout the interview. When a new theme was raised by an interviewee, we would verify it in the subsequent interviews. Once the interview ended, we continued with a post-interview session in the form of chatting on unrelated topics.

second home retirement decision. We compared the findings with reasoning for their classification, before we finally came to a mutually agreed set of findings. This method further enhances the findings’ reliability (Gibbs, 2007).

Findings Data Analysis We transcribed the recorded interviews into MS Word, and content analyzed the data using NVivo software. The software allows us to explore and group the responses in distinct classifications within the dimensions of push and pull travel motivation factors. We both read through the NVivo findings and took notes during the interview independently. For both Japanese and British datasets, we separately decided on the themes and sub-themes that contribute to their motives behind their

We recorded 90% similarities in our initial theme findings. The results revealed a total of 17 main motivational themes. All these themes were already discussed by Wong and Musa (2014) using TCL. However, in this paper, we re-constructed the findings of these themes using the combination of push and pull travel motivation theory and TRP theory. As stated earlier, the use of these theories offers a different perspective from the shortfalls of the TCL approach explained in Wong and Musa (2014). As in previous

ISH Retirement Motives in Malaysia literatures, pull factors dominate the motivations with 13 themes (refer Figure 3), while push factors contribute another 10 themes. The findings will be presented in accordance with the research questions (1) and (2) of the study.

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Themes in Both Push and Pull Factors Climate and health. British and Japanese retirees cited climate as both push and pull travel motivation factors. Seventeen respondents indicated their motivation was to leave the cold climate at home for warmer second home destinations. Four participants linked climate motivation with health-related issues such as arthritis. R19_J_60_M indicated that the health issue is not only his own issue, but also his wife’s. This further strengthens his decision to have a second home overseas. Supported by R21_J_71_M, R26_J_70_M,

Figure 3

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R11_B_78_M (a pensioner from the UK) specified that excellent medical facilities are not only available in Kuala Lumpur but also in Penang and Sarawak. Cost. Fifteen respondents chose Malaysia as their second home retirement destination for its affordable living cost, particularly among Japanese participants. Cost appears to be a strong push factor for both the Japanese and British retirees. This provides a new perspective to the ISH study where cost is also viewed as a push factor instead of just a pull factor. R5_B_60_M sadly indicated that the high retirement cost in the UK makes it difficult to retire in the country, while R9_B_63_F also commented: . . . The cost of living in the UK is rising. What’s more, during the cold winters, heating bills will be very high, making it a too expensive place to live in for old people.

Push and Pull Factors of the British and Japanese participants.

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12 Kee Mun Wong and Ghazali Musa Political stability and security. Political instability and security issues such as terrorism are an important factor in choosing a second home retirement destination for the MM2H retirees. The current state of political stability and security in Malaysia is one of the best in the region, according to the respondents, making it a strong pull factor. R10_B_76_M, R15_J_76_M, and R24_J_63_M indicated that the Malaysian government is stable and terrorist attack is unheard of. Worsening security in the home country may be a common motivator for illegal immigrants or economic-led migrants from the third world countries to migrate to the industrialized nations. Interestingly, we also found the same motivator in some British participants. An ex-entrepreneur, R4_B_59_F, expressed: The UK is not a nice place to live anymore . . . crime is bad and getting worse. There are too many illegal immigrants here and there . . . you will feel threatened when you walk out alone in dark alleys. It’s not a good place in which to retire.

None of the Japanese retirees indicate this factor. Tranquility and simple life. Both British and Japanese retirees have a common reason to choose a second home overseas: searching for peace of mind upon leaving their career. British retiree R1_B_55_F indicated that his home country cannot provide the sense of tranquility anymore. Other British retirees also admitted that this factor triggers the decision to seek a second home overseas. R7_B_56_F described Malaysia as a perfect second home retirement place where she can relax and enjoy the tranquility of island living. Malaysia also provides easy life, beautiful nature, and is almost free from natural disasters.

R12_B_65_M mentioned: I like walking around old paths and streets which have lots of art galleries, watching some of the local artists painting. The pace of life is much slower and there is no stress. This is what makes it enjoyable to retire overseas.

R8_B_64_M expected a simple life, and R19_J_60_M shared this sentiment: I think in Malaysia, my daily life is simple. Wake up early in the morning, enjoy jogging, muscle training, and then I have a good breakfast, and do some other computer jobs, writing jobs, and reading. Then, I will have a good lunch and dinner,laugh.. That’s relaxing and enjoyable.

Active change upon retirement. R19_J_ 60_M, R20_J_59_F, and R25_J_52_F stated that they decided not to retire in Japan because of “tiredness” to live in the same country. Only Japanese retirees indicated this push factor. Perhaps, the hectic Japanese working culture motivated them to live different lives when retired. In doing so, the availability of sports, recreational, and entertainment opportunities in Malaysia draw in both British and Japanese retirees (e.g. R9_B_63_F, R18_J_63_F, and R23_J_ 62_M). R23_J_62_M mentioned: After my retirement, I stayed two years in Japan . . . I decided to move overseas . . . I am quite busy now, playing tennis, going to the gym and playing golf. For me, this is the quality of life. I can do these things anytime I like in Malaysia.

Book description. We found that book description of a second home destination not only triggers the retirement consideration

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ISH Retirement Motives in Malaysia of Japanese retirees, but it also influences their ISH destination choice. The description assists the retirees in evaluating and comparing several ISH destination options. It adds to the retirees’ knowledge about a particular destination, turning their overseas retirement dream into a reality. Here, book description is both a push factor and a pull factor. Retirees do not make a risky decision simply based on a single factor. Respondent R21_J_71_M indicated that he read many books that have different descriptions of many retirement destinations, before deciding on the final second home location. R19_J_60_M said: I read many books, mainly the books about the destination for retirement. Maybe more than ten books. ,laugh.I gathered information here and there and made the comparison before deciding on the final place for retirement . . .

Themes in Push Factor Only Positive prior overseas experience. Twelve respondents from both nationalities mentioned that they used to live overseas either as expatriates or business and leisure travelers. R15_J_76_M expressed: Well, it’s very simple. We stayed in many countries. Experiences in Singapore, London . . . gave us lots of exposures in staying overseas. ,laugh.So, staying overseas is no problem to us. And, it’s something me and my wife wanted to do for retirement. You know we are not used to living in Japan for long periods anymore. We wanted to leave.

R19_J_60_M who had 20 years of experience traveling to the USA for business trips stated that the experience made him decide to retire overseas in order to maintain his status and

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achieve his goal and aspiration to retire overseas. Instant thoughts. Another new finding of this study is “instant thoughts”, a situation during which participants made the decision instantly or shortly after arriving at an ISH destination. Amazingly, seven British respondents indicated this factor. R8_B_64_M and R9_B_63_F decided to stay on retiring in Malaysia after spending few days holidaying in the country while R2_B_67_M and R3_B_65_F said: We were not thinking of retiring overseas before. In ten years sailing round the world, we see lots of things and have lots of experiences. When we stopped here (Malaysia), this was the nicest place we had been to and we did not want to go back to Britain. It was just so sudden and a quick decision we made.

R1_B_55_F_6 mentioned: You know what, I didn’t really consider it, it just happened. I left the UK to go travelling and never went back to live there permanently. Travelling is my passion and this place is just perfect for me to make travelling around. So, I thought, why not I retire here (Malaysia) . . .

This risky yet spontaneous decision indicates the retirees’ strong will to achieve their overseas retirement preference. Meaningful “second life”. Japanese retirees expressed a unique perspective of ISH motivation. For R21_J_71_M, retiring overseas is simply a dream and aspiration, enjoying the rest of his life with his wife. He referred to this as a meaningful “second life”. R15_J_76_M reflected on this life journey as:

14 Kee Mun Wong and Ghazali Musa

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I talked to Japanese people who are interested to retire overseas. I told them the importance of second life, which is during retirement. During our first life, we study and work, to establish ourselves and make family,laugh.. You have very little free time for yourself, and it’s not 100 per cent your life. It’s the life with your children and your company. To me, second life is when you retire and it is more interesting and important. It’s 100 per cent your own life. You can do anything you like as you prefer . . .

Fulfilling the “meaningful second life” dream is a good example of a push factor, derived from the retirees’ self-reflection of their inner selves.

Themes in Pull Factor Only Hassle-free retirement scheme. To most of the interviewees, MM2H is a conducive and attractive second home retirement scheme. R13_B_63_M said: I learned about the MM2H program from my friends. I made the application through an agent in Kuala Lumpur, which went very smoothly. I have been accepted for the program, and the first thing you’ll notice if you’re from the UK is that you have a very warm welcome.

The scheme is a hassle-free and relatively easier second home retirement scheme as compared to alternative retirement destinations in the region. To some participants, this pull factor reduces their anxiety during the application and while waiting for the acceptance into the scheme. Ease of communication. Ease of communication in an ISH destination is essential to reduce anxiety and to facilitate socialization

among retirees and with the locals. Both British and Japanese concluded that the ability of Malaysians to converse in English made them feel like home (e.g. R13_B_63_M and R24_J_63_M). R16_J_61_F mentioned: And another evaluation is English proficiency of locals. In Malaysia, it is very easy to communicate with the people. Although Japanese are not very good in English, well, they can count one, two, three, four, and five with everybody. So, that makes a lot of difference.

The retirees also compare this factor with alternative second home destinations. R10_B_76_M said: So, why Malaysia compared to Thailand or any other countries around here? I think we can say that language which is English, is very widely spoken, more so than many other Asian countries here.

Friendly people. We found that both the British and Japanese retirees prefer an ISH destination with friendly people. Eight participants expressed the importance of friendly locals. R12_B_65_M expressed: The first reason why I choose to retire in Malaysia is that the people are friendly and courteous. Foreigners are generally very well accepted in Malaysia.

R22_J_59_F said: The character of Malaysian people is very friendly. We know of many people that they are very friendly to Japanese people. So, we think it is good to retire here.

Central geographical location. Both British and Japanese retirees regarded Malaysia as a

ISH Retirement Motives in Malaysia great travel transit. R21_J_71_M and R22_J_59_F provided examples of how Malaysia is the hub for South East Asian travels:

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Malaysia is so near to many interesting countries in the region that we love. Examples are Thailand, Cambodia and Myanmar. So, we can easily go abroad, to enjoy the travel as we like to do it a lot.

R1_B_55_F, a frequent traveler, simply indicated that she chose Malaysia to retire as it is a good base for traveling, either within the region or to other destinations. This was also supported by R6_B_59_M who stated: We live in Langkawi, we go to Penang, we go to Kuala Lumpur, and we can also go to Bangkok. This is partly why we came to Malaysia, because we are in the center of everything. We are half way to Australia, and there are also Sabah and Sarawak. We can go everywhere and we are in the middle of everywhere.

Central geographical location is a particularly important factor for the young cohort of international retirees where mobility is essential. Malaysia’s ideal geographical location makes it an effective ISH destination cum travel hub around the region.

Unique food experience. Retirees perceived food as a flow of experience instead of a basic necessity. Three Japanese retirees indicated that exotic fruit availability drives them to live in Malaysia. R18_J_63_F, supported by R17_J_69_M, who described: ,laugh.I like very much, my favorite fruit is mangosteen,laugh.. Very simple,laugh.. In fact, both of us are also the same,laugh.. We

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like mangosteen a lot, and in Japan, the fruit is hard to find and expensive,laugh..

British retirees appreciated Malaysian food for its diverse variety. R12_B_65_M stated: There are many reasons why we chose to retire in Malaysia. One of them is food. I don’t think there’s anywhere else in the world where you can get a huge diversity of food as you can in Malaysia.

Good amenities and residential areas. The availability of amenities such as shopping malls, sports centers, and cultural centers is essential for Japanese retirees to maintain their daily lifestyle activities. Japanese retirees also surveyed the prospective residential areas before making retirement decisions. For example, R19_J_76_M mentioned: I visited 52 countries. I normally carried out my own research about the place. For a great experience, I normally checked their supermarket, the variety of things available, and the prices. Then, I went to the residential area. ,nodding head and smile. I am convinced that Malaysia is the best.

Natural amenities. Three British respondents mentioned that they admire the beauty of the Malaysian countryside. Island living is among the sought after factors by the western retirees. None of the Japanese retirees place importance on this factor. R1_B_55_F and R3_B_65_F described that the Malaysian countryside is peaceful and serene. R8_B_64_M stated: The countryside scenery is really beautiful. That is what my wife and I are looking for as a place to retire. Our house now is surrounded by beautiful sceneries.

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Discussion and Conclusion This study confirms that international retirees adopt several push and pull factors simultaneously when making ISH retirement decision. To understand “how” retirees’ ISH retirement decisions had been made (addressing the third research question of this study), we mapped the discovered motives into the TRP assumptions as shown in Figure 4. The factors fit the TRP assumptions: status quo (SQ), goal and aspiration (G), and minimum requirements (MR) as suggested by Wang and Johnson (2012). However, we found that not all factors fit the three assumptions simultaneously as also indicated by Wang and Johnson (2012). The concurrent push and pull factors fit either the TRP or dual-reference point while the independent push and pull factors fit only the single reference point. The study findings confirm many previous studies (e.g. Balkir & Kirkulak, 2007; Casado-Diaz et al., 2004; Gibler et al., 2009; King et al., 1998; Rodriguez, 2001; Rodriguez et al., 2004; Sunil & Rojas, 2005; Williams et al., 2000) that pull factors dominate the point of references for ISH decisions. Despite the different environment and living conditions in Malaysia, the UK, and Japan, the study shows that both the British and the Japanese retirees have quite similar push and pull motivation factors when deciding ISH retirement destinations. However, distinctions do occur when culture, life reflection, and background of the retirees are factored in (Hwang, Gretzel, Xiang, & Fesenmaier, 2006; Lord, Putrevu, & Shi, 2008). Echoing the finding of previous studies (e.g. Breuer, 2005; Casado-Diaz et al., 2004; Howard, 2008; King et al., 1998; Ono, 2008; Rodriguez et al., 2004; Sunil and

Rojas, 2005), climate is a major motivating factor to both the British and Japanese retirees’ ISH decision. Retirees also link climate with health improvement. As stated by Breuer (2005), in the Canary Islands, some German senior citizens retire on the Islands for their warm weather and to ease ailments such as arthritis. Good and affordable healthcare facilities further strengthen the pull factor of an ISH destination (Breuer, 2005; Gibler et al., 2009; Rodriguez et al., 2004). The finding indicates that the retirees practice risk aversion and strive to achieve the three reference points simultaneously: to improve their status quo (SQ) (e.g. health condition), to stay above the minimum requirement (MR) of the given situation (e.g. ability to pay for healthcare facilities), and to achieve or exceed their goal and aspiration (G) (e.g. a better and enjoyable retirement age). Suitable climate and health improvement are the only two motives that fit all the three elements in the TRP model. Both the British and the Japanese retirees indicate that the rising cost in their home country drives them to look for second home retirement overseas. This move allows them to improve their existing status quo (SQ) while achieving their goal and aspiration (G) to retire overseas. Similar conditions are observed when both nationalities are active retirees, looking for an active change upon retirement (Sunil & Rojas, 2005) and recreation and entertainment opportunities (Gibler et al., 2009; Le Serre et al., 2013; Ono, 2008; Rodriguez et al., 2004; Sunil & Rojas, 2005). Most retirees have substantial positive prior overseas experience. Several reference points have been gathered from the previous experiences (Rodriguez, 2001; Rodriguez et al., 2004; Williams et al., 2000), and further

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ISH Retirement Motives in Malaysia

Figure 4

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Mapping ISH Retirement Push and Pull Motivations into TRP.

strengthen their preference to retire overseas. The young and adventurous retirees continuously seek the opportunity to travel and taste unique food. The central geographical location of Malaysia provides them with ample opportunities to travel regionally, fulfilling their goal and aspiration (G) to gain new experiences. Another observation in this study that supports the single reference point of goal and aspiration (G) is the preference of the British to reside in the countryside such as Langkawi Island for relaxation. This observation is almost similar to those of previous studies where natural and cultural amenities motivate European retirees to reside in foreign countries (Gibler et al.,

2009; Rodriguez et al., 2004). On the other hand, in Malaysia, the Japanese prefer to live in large establishments, such as Kuala Lumpur. Living in the city, they emphasize the importance of good ISH amenities and residential areas. It enables them to at least maintain their status quo (SQ) as in Japan. Of the two nationalities, perhaps the British retirees are higher risk takers, whereby a number of them made the retirement decision spontaneously upon their initial encounter with Malaysia. We term this as “instant thoughts” which greatly differs from remote thoughts (prior thoughts), a concept coined by Haas and Serow (1993). Remote thoughts are calculative decision-making based on

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18 Kee Mun Wong and Ghazali Musa previous experiences. In this study, “instant thoughts” is uniquely present among British retirees, and none among Japanese retirees. This finding verifies Le Serre et al. (2013) and You et al.’s (2000) claims that the individualistic societies (i.e. the British) are motivated by the “discovery” factor. It also supports the findings of Ritter (1987) and Cho (1991) that collectivistic travelers (i.e. Japanese) are less risk takers. Collectivistic retirees take account of others (e.g. family members, friends, work), compared with individualistic retirees whose primary aim often centers in the fulfillment of self. The retirees are shifting from risk aversion to risk seeking when their ISH decision is driven by “instant thoughts”. The concern for others among Japanese retirees is further evidenced in the concept of “second life”. The retirees took the life of developing oneself, working for a company, and raising children as a serious task, by separately naming this period as the “first life”. During this life, they focus much of their daily affairs for the benefit of others, among whom are family members, working colleagues, companies they work with, and friends. It comes as no surprise when some interviewees in this study proudly announce the importance of the “second life”, during which the life entirely belongs to oneself. In this study, the observation is only evidenced among Japanese retirees, and none among the British. Perhaps, for individualistic society, life with or without others has always been primarily their own lives. Both “instant thoughts” and meaningful “second life” are examples of retirees converting their overseas retirement dream to an achievable goal and aspiration (G). Worsening security in the home country has influenced British retirees to look for a better second home retirement overseas. While the move is also to improve their status quo (SQ), the British also indicate an act of

risk aversion. Japanese retirees did not mention this factor, which may reflect a safer and more secure society in Japan. However, they mentioned the attractiveness of Malaysia as a politically stable and secure country, the motivation that fits the minimum requirement (MR) reference point. To reiterate our findings, in most cases, we confirm that the retirees’ motives are meeting the TRP’s assumptions, to maintain or to improve their status quo (SQ), to stay above their minimum requirement (MR) of the given situation, and achieve or exceed their goal and aspiration (G) at retirement age. However, certain motives seem to challenge the assumption of TRP where an individual would make risky decisions, even just to maintain the SQ and not necessarily improving it. Among examples of these themes are political stability and security and good amenities and residential areas. In Malaysia, these factors are not necessarily better than the origin countries of retirees. Being qualitative in nature, the limitation of this exploratory study lies in its results’ ability for generalization. Interviews were carried out in English, which limits the accuracy in data transfer and analysis. Future researchers should quantitatively validate the push and pull constructs and the TRP theory, to allow generalization of the findings. Different nationalities of the participants, particularly from the Islamic nations, would generate more in-depth understanding in different aspects such as cultures, values, and beliefs. The main knowledge contribution of this study is the use of combination theories – push and pull travel motivation theory and TRP theory – to explain the dynamic of motives which eventually facilitate the retirement decisions. The paper also provides insight into the retirees’ motives from the perspective of two different nationalities and cul-

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ISH Retirement Motives in Malaysia tures. The results may be used to differentiate the design of strategic product and marketing communications, targeting the individual market. For the British or other individualistic retirees, marketers may emphasize the creation of products, services, marketing messages, and images, which captivate the need to stay longer and experience more of Malaysian beautiful nature, examples among which are Langkawi, Sabah, Terengganu, and Tioman. In this study beautiful nature triggered “instant thought” to retire in Malaysia among them. On the contrary, for the Japanese or other collectivistic retirees, marketers may emphasize the creation of products, services, marketing messages, and images, which show excellent living amenities in the city, allowing both the maintenance of family obligated retirees (e.g. the need for nursing care for elderly parents) and the active fulfillment of “second life” (e.g. gym, golfing, dancing classes, etc.). Above all, collectivistic retirees prefer living in the city with excellent amenities and services to support their active lifestyle. Regardless of the push or pull motives to retire overseas, the ISH retirement marketer will need to provide an environment that is able to maintain or improve the retirees’ status quo (SQ), stay above the given minimum requirement (MR), and achieve or exceed their goal and aspiration (G) simultaneously. Higher perceived value of retiring overseas is the basis of growth and sustainability of the MM2H scheme while retaining Malaysia as a top ISH destination globally.

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