Effects of the Malaysian travel destination brand image on tourist satisfaction and destination loyalty
The main aim of this research was to ascertain the image of Malaysia as a travel destination among European Tourists. The approach used in the study was to develop destination loyalty, satisfaction and destination image structural models for first-time and repeat-visit tourists. Tourist satisfacti...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/5112/1/FH02-FEMS-16-05512.pdf http://eprints.unisza.edu.my/5112/ |
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| Summary: | The main aim of this research was to ascertain the image of Malaysia as a travel destination among
European Tourists. The approach used in the study was to develop destination loyalty, satisfaction and
destination image structural models for first-time and repeat-visit tourists. Tourist satisfaction was treated as
the mediating construct. The data was collected using survey method. Structural equation modelling (SEM)
technique was employed to investigate the relationships amongst the constructs in the proposed theoretical
framework. The findings of the study suggested that destination image and tourist satisfaction influenced
destination loyalty for both first-time and repeat-visit tourists. Tourist satisfaction was empirically proven to
have a full mediating effect on the relationship between destination image and loyalty for the both groups of
tourists. The study proposed that the image of nature-based tourism should become the major selling point of
Malaysia as a travel destination. |
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