Izzati Nur | Universiti Sultan Zainal Abidin, Terengganu, Malaysia (original) (raw)
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The study seeks to determine the mediating role of satisfaction on the relationship between image... more The study seeks to determine the mediating role of satisfaction on the relationship between image and loyalty. Tourist perception of Malaysia as a holiday destination is also ascertained. A conceptual model depicting the relationships among these constructs is proposed and empirically tested using structural equation modelling on survey data collected from European international tourists visiting Malaysia. The findings reveal that image has both direct and indirect effects on loyalty and uncover the mediating role of satisfaction. Malaysia was perceived as offering natural scenic beauty which offers an adventurous holiday with the chance to see wildlife and go swimming on beautiful beaches.
Key words: Structural Equation Modelling, Tourist Travel Experience, Post-Visit Behaviour
Abstract: The main aim of this study is to identify the underlying factors that are not only comm... more Abstract: The main aim of this study is to identify the underlying factors that are not only common but different between first-time and repeat tourists. This is to ensure that promotional strategies using an appropriate image are strategically formulated to entice the different groups of tourists visiting Malaysia. Data collection was conducted at Kuala Lumpur International Airport (KLIA) using survey questionnaires among departing tourists. A total of 261 European tourists were involved in this study comprising 143 first-time and 118 repeat tourists. The exploratory and confirmatory factor analyses were used to conduct data analysis. The findings of the study suggests that both first-time and repeat-visit tourists perceived Malaysia as a safe country with a stable political environment that offers natural attraction and beautiful beaches. In addition, the findings of the study suggested that first-time visiting tourists are price-sensitive compared to repeat tourists. Moreover, the repeat-visit tourists perceived Malaysia as offering nightlife entertainment and an adventurous holiday with many places to visit.
Key words: Destination image, First-time tourist, Repeat tourist, Measurement model, Tourism Malaysia
The purpose of this study was to examine the relationship of tourist satisfaction toward destinat... more The purpose of this study was to examine the relationship of tourist satisfaction toward destination loyalty. A survey was carried out at the Kuala Lumpur International Airport (KLIA). A sample of 261 European tourists was obtained at the departure hall using a systematic sampling approach. A Structural Equation Model (SEM) was applied to analyse the data collected. The finding of the study found that tourist satisfaction has a direct positive influence on destination loyalty. The study also found that tourists with a high level of satisfaction are willing to recommend the destination and spread positive word-of-mouth to other people.
Keywords: Tourist Satisfaction, Destination Loyalty
The study seeks to determine the mediating role of satisfaction on the relationship between image... more The study seeks to determine the mediating role of satisfaction on the relationship between image and loyalty. Tourist perception of Malaysia as a holiday destination is also ascertained. A conceptual model depicting the relationships among these constructs is proposed and empirically tested using structural equation modelling on survey data collected from European international tourists visiting Malaysia. The findings reveal that image has both direct and indirect effects on loyalty and uncover the mediating role of satisfaction. Malaysia was perceived as offering natural scenic beauty which offers an adventurous holiday with the chance to see wildlife and go swimming on beautiful beaches.
Key words: Structural Equation Modelling, Tourist Travel Experience, Post-Visit Behaviour
Abstract: The main aim of this study is to identify the underlying factors that are not only comm... more Abstract: The main aim of this study is to identify the underlying factors that are not only common but different between first-time and repeat tourists. This is to ensure that promotional strategies using an appropriate image are strategically formulated to entice the different groups of tourists visiting Malaysia. Data collection was conducted at Kuala Lumpur International Airport (KLIA) using survey questionnaires among departing tourists. A total of 261 European tourists were involved in this study comprising 143 first-time and 118 repeat tourists. The exploratory and confirmatory factor analyses were used to conduct data analysis. The findings of the study suggests that both first-time and repeat-visit tourists perceived Malaysia as a safe country with a stable political environment that offers natural attraction and beautiful beaches. In addition, the findings of the study suggested that first-time visiting tourists are price-sensitive compared to repeat tourists. Moreover, the repeat-visit tourists perceived Malaysia as offering nightlife entertainment and an adventurous holiday with many places to visit.
Key words: Destination image, First-time tourist, Repeat tourist, Measurement model, Tourism Malaysia
The purpose of this study was to examine the relationship of tourist satisfaction toward destinat... more The purpose of this study was to examine the relationship of tourist satisfaction toward destination loyalty. A survey was carried out at the Kuala Lumpur International Airport (KLIA). A sample of 261 European tourists was obtained at the departure hall using a systematic sampling approach. A Structural Equation Model (SEM) was applied to analyse the data collected. The finding of the study found that tourist satisfaction has a direct positive influence on destination loyalty. The study also found that tourists with a high level of satisfaction are willing to recommend the destination and spread positive word-of-mouth to other people.
Keywords: Tourist Satisfaction, Destination Loyalty