The impact of perceived value, destination service quality and tourist satisfaction on destination loyalty among international tourists visiting Malaysia
The competitive situation and challenges within the tourism industry worldwide entailed a better understanding of destination loyalty’s determinants in achieving Malaysia’s aspiration to retain its international reputation as one of the most desirable tourist destinations in Asia. Literature prov...
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Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
2019
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Subjects: | |
Online Access: | http://eprints.unisza.edu.my/6336/1/FH02-FPP-19-28314.pdf http://eprints.unisza.edu.my/6336/ |
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Summary: | The competitive situation and challenges within the tourism industry worldwide
entailed a better understanding of destination loyalty’s determinants in achieving Malaysia’s
aspiration to retain its international reputation as one of the most desirable tourist
destinations in Asia. Literature proved that factors such as perceived value, service quality
and tourist satisfaction could influence in improving destination loyalty. In view of this, there
is a need to examine the influence of several constructs namely perceived value, service
quality and tourist satisfaction that can contribute to the loyalty of international tourists
towards Malaysia as it was suggested in the literature review. Therefore, the main objectives
of this study were to examine the influence of perceived value and service quality on tourist
satisfaction, which in turn would influence destination loyalty. In this study, tourist
satisfaction was treated as the mediating variable. The proposed model was tested using
structural equation modeling on a sample of 337 foreign tourists selected using random
sampling method. The study was conducted from August 2014 to October 2014. The proposed
model achieved acceptable goodness-of-fit. The requirements for reliability and validity were
also met. The results of the empirical study indicated that perceived value influenced tourist
satisfaction and destination loyalty. In addition, the findings revealed that service quality had
a significant effect on satisfaction. However, service quality had no significant effect on destination loyalty. Moreover, the findings indicated that tourist satisfaction had a full
mediating effect on the relationship between service quality and destination loyalty. The study
contributed to a better understanding of behavioral factors that would represent a sustainable
source for increasing customer retention at the level of individual providers as well as a
destination as a whole. Individual providers should focus on delivering quality services
related to accommodation, information and facilities, health and hygiene, and shopping that
were associated with the visitor’s travel experience. Aspects of perceived value identified in
the study could be used as a strategic tool in managing tourism offerings which could
enhance the destination’s competitive edge. |
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