THE EFFECTS OF DESTINATION IMAGE ON TRIP BEHAVIOR: EVIDENCES FROM LANGKAWI ISLAND, MALAYSIA
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 3
Abstract
The positive relationship between destination image and satisfaction is well established in the tourism literature. However, the influence of destination image on other tourist behavior variables continues to be debated. Thus, this paper aims to explain the direct and indirect influence of destination image on trip behavior such as tourist expectation, perceived quality, perceived value, tourist satisfaction and loyalty. The present research was conducted in Langkawi Island, a well known tourist destination in Malaysia, with 500 targeted sample. Structured questionnaires were conveniently distributed to the tourists and 482 useable data were analysed. Regression analyses give support to all hypotheses tested. Destination image has a significant positive influence on tourist expectation, perceived quality, perceived value, tourist satisfaction and loyalty. In addition, satisfaction fully mediates the relationship between destination image and loyalty.
Authors and Affiliations
Nor Khasimah Aliman (Assoc. Professor Dr. )| Faculty of Business Management Universiti Teknologi MARA (Perak) 32610 Seri Iskandar, Perak, Malaysia nka980@perak.uitm.edu.my, 019-5668808, Shareena Mohamed Hashim (Lecturer)| Academy of Language Studies Universiti Teknologi MARA (Perak) 32610 Seri Iskandar, Perak, Malaysia share036@perak.uitm.edu.my , 012-5190124, Siti Dalela Mohd Wahid (Lecturer)| Faculty of Business Management Universiti Teknologi MARA (Melaka) KM26 Jalan Lendu 78000 Lor Gajah, Melaka, Malaysia Sitid365@melaka.uitm.edu.my, 012-2060630, Syahmi Harudin (Lecturer)| Faculty of Business Management Universiti Teknologi MARA (Perak) 32610 Seri Iskandar, Perak, Malaysia syah9405@perak.uitm.edu.my, 012-6934339, Acknowledment| This article is based on a research funded by the Langkawi Development Authority (LADA) under the LADA Grant 2012. The authors gratefully acknowledge the opportunity given by LADA to conduct an academic research on the visitors to Langkawi Island
Keywords
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