Tourists’ Evaluations of Destination Image and Future Behavioural Intention: The Case of Malaysia

Abstract

The competitive situation and greater challenges within the tourism industry worldwide entail a better understanding of destination image and destination loyalty (future behavioural intention) to achieve Malaysia's apiration to retain its international reputation as one of the most desirable destinations in Asia and become a developed country in year 2020. The objectives of this study are to ascertain the perception of foreign tourists of Malaysia as a travel destination and determine the predicting factors that influence the formation of tourists' future behavioural intention. Therefore, this study examines the relationship between destination image and future behavioural intentions of foreign tourists to Malaysia. A quantitative methodology, using responses given by 1007 foreign tourists, was employed in the analysis. A multiple regression analysis was carried out in order to examine the relationship among the variables. The findings indicate that perceptions of Malaysia's attractions, accessibility and available package, heritage attraction and natural attraction are significant predictors of foreign tourists' intentions to revisit and their willingness to recommend the destination. The marketing implications of the study findings are discussed.

A Study of Experiential Quality, Perceived Value, Heritage Image, Experiential Satisfaction, and Behavioral Intentions for Heritage Tourists

“…This result is consistent with the findings of several studies (Baker & Crompton, 2000;Chen & Chen, 2010;Palau-Samell, Forgas-Coll, Sánchez-García, & Prats-Planagumà, 2013), indicating that experiential satisfaction is a predictor of behavioral intentions-that is, the higher the rate of a tourist's experiential satisfaction, the higher the possibility to perform favorable behavioral intentions, such as recommending, saying positive things, and revisiting or returning to the same cultural heritage site. Alternatively, this result supports several studies (Mohamad, Abdullah, & Mokhlis, 2012;Ramkissoon, Uysal, & Brown, 2011;Rindell, 2007), indicating that heritage image is a salient factor influencing the behavioral intentions of heritage tourists.…”

Tourists’ Satisfaction with a Destination: An Investigation on Visitors to Langkawi Island

“…Echtner & Ritchie (1991) note that image is a key factor in destination choice for the first-timers. In their studies, Leong et al (2010) and Mohamad et al (2012) found that destination image is the antecedent to tourist satisfaction for Malaysia, and according to Mohamad et al (2011), the country is perceived as offering natural scenic beauty supported by good facilities for food and accommodation. Similarly, research in Thailand by Nikorn & Ampasri (2012) confirm that tourist satisfaction is positively influenced by destination image (λ = 0.62, t = 5.75).…”

Destinasyon Marka İmajının Memnuniyet, Tavsiye ve Yeniden Ziyarete Etkisi

“…In their studies dealing with the relations between destination image, and holiday satisfaction, recommendation and revisit intentions, Mohamad and Mokhlis (2012) and Mohamad et al (2011) found that destination image drove holiday satisfaction and this, in turn, had a positive influence on recommendation and revisit intentions of tourists.…”