A STRUCTURAL MODEL OF DESTINATION IMAGE, TOURISTS’ SATISFACTION AND DESTINATION LOYALTY

Year 2011, Volume: 3 Issue: 2, 167 - 177, 01.12.2011

Mahadzirah Mohamad Abdul Manan Ali Nur İzzati Ab Ghani

Abstract

According to the World Travel and Tourism Council, the main problem of
Malaysia’s tourism industry is image. As a consequence, Malaysia lags behind
other leading competitive destinations in the region in terms of international
tourism receipts. This study develops a model to examine the relationships among
Destination Image, Customer Satisfaction and Destination Loyalty of tourists.
Factor Analysis was used to test the factorial validity of constructs and Structural
Equation Modelling was used to test the goodness of the proposed hypothesised
model. The empirical results of this study provide tenable evidence that the
proposed model is acceptable. The findings indicated that Malaysia was
perceived as offering natural scenic beauty supported by good facilities for food
and accommodation. The results also show that Destination Image is the
antecedent to Tourist Satisfaction which, in turn has an effect on Destination
Loyalty.

Keywords

Destination Image, Tourist Satisfaction, Loyalty Intention

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