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

Yıl 2011, Cilt: 3 Sayı: 2, 167 - 177, 01.12.2011

Mahadzirah Mohamad Abdul Manan Ali Nur İzzati Ab Ghani

Öz

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.

Anahtar Kelimeler

Destination Image, Tourist Satisfaction, Loyalty Intention

Kaynakça

• Badaruddin, M. (2009), Image of Malaysia as a destination - A review. http://wwwhbp.usm.my/tourism/Papers/paper_image.htm [assessed on 5 July,
• Baker, D and Crompton, J. (2000), “Quality, satisfaction and behavioural intentions”, Annals of Tourism Research, Vol. 27 No. 3, pp. 785-804.
• Buhalis, D., (2000), “Marketing the competitive destination of the future”,
• Tourism Management, vol. 21, pp. 97-116. Burns, A.C.and Bush, R. F. (2010), Marketing Research, 6th edition, Pearson,
• Upper Saddle River, New Jersey. Byrne, B. M., (2001), Structural Equation Modeling with AMOS: Basic Concepts,
• Applications, and Programming, Lawrence Erlbaum Associates, Mahwah, New Jersey. Castro, C.B, Armario, E.M and Ruiz, D.M., (2007), “The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behaviour, Tourism Management, Byrne,  B.  M.,  (2001). Structural Equation
• Modeling with AMOS: Basic Concepts, Applications, and Programming, Lawrence Erlbaum Associates, Mahwah, New Jersey. Vol. 28, pp. 175-187. Chen, C. F. & Tsai, D. C. (2007), “How destination and evaluative factors affect behavioral intentions?”, Tourism Management, Vol. 28, pp. 1115-1122.
• Chi, C. G. and Qu, H., (2008), “Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach”,
• Tourism Management, Vol. 29, pp. 624-636. Cronin, J.J. and Taylor, S.S. (1992), “Measuring service quality: a re-examination and extention”, Journal of Marketing, vol. 56, pp.55-68.
• Dmitrovic’, T , Ljubica Knez’Evic’ Cvelbar, Tomaz’ Kolar, Maja Makovec Brenc’Ic’, Irena Ograjens’Ek And Vesna Z’ Abkar (2009), “Conceptualizing
• Tourist Satisfaction At The Destination Level”, International Journal Of Culture, Tourism and Hospitality Research, Vol. 3, No. 2, pp. 116-126. Edvardsson, B. Johnson, M. D., Gustafsson, A. and Strandvik, S., (2000), The effects of satisfaction and loyalty on profits and growth: products versus services,
• Total quality management, Vol. 11, No. 7, pp. S917-S927. Echtner, C.M. and Ritchie, J.R., (1993), The Measurement of Destination Image:
• An Empirical Assessement, Journal of Travel Research, Vol. 31, No. 4, pp. 3 - Hall, C. M. (2000). Tourism Planning: Policies, Processes, Relationships, UK: Prentice Hall.
• Hair, JF Jr., Black, WC, Babin, B.J, Anderson, R.E. and Tatham, R. L., (2006),
• Multivariate Data Analysis, 6th edition, New Jersey: Prentice-Hall International, Inc. Ho, R. (2006), Handbook of Univariate and Multivariate Data Analysis and Interpretation with SPSS, Chapman and Hall/CRC, Boca Raton.
• Homburg , C. and Giering, A., (2001), “ Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty – an empirical analysis”, Psychology and Marketing Journal, Vol. 18, No. 1, pp. 43-66.
• How Fares Visit Malaysia Year, http://www.i2media.com.my/gallery/articles/malaysian-business/1990-07-30- visit-malaysia-year.pdf: assessed on 10 July, 2010). Tourism Malaysia, http://corporate.tourism.gov.my/trade.asp?page=malaysia_truly&subpage=history Assessd on 3.32011].
• Kuenzel,S. and Katsaris, N. (2009), A Critical Analysis of Service Recovery processes in the Hotel Industry, TMC Academic Journal, Vol. 4, No. 1, pp. 14-24.
• Kim, H. and Richardson, S.L. (2003), “Motion picture impacts on destination images”, Annals of Toursim Research, Vol. 30, No. 1, pp. 216-237.
• Kozak, M. and Rimmington, M., (2000), “Tourist satisfaction with Mallorca
• Spain, as an off-season holiday destination”, Journal of Trevel Research, Vol. 38, No. 1. pp. 260-269. Lee, C., Lee,Y., and Lee, B. (2005), “Korea’s destination image formed by the world cup, Annals of Tourism Research, Vol. 32, No.4, pp. 839-858.
• Malaysia Tourism Report Q2 (2010), Business Monitor International Ltd., April, London (ISSN 1747-8944).
• Mill, R.C and Morisson, A., (1985), The tourism system, Hemel Hempstead: Prentice Hall.
• Ninth Malaysia Plan 2006-2010 (2006), Percetakan Nasional Malaysia Berhad, Kuala Lumpur.
• Oppermann, M., (2000), “Torism destination loyalty”, Journal of Treavel Research, vol. 39, no.1. pp. 78-84.
• Rynes, S.L., (1991), Recruitment, job choice, and post-hire consequences: A Call for new research directions. Handbook of Industrial and Organizational Psychology, pp. 399-444.
• Tasci, A.D.A. (2007), Assessment of Factors Influencing Destination Image
• Using a Multiple Regression Model, Tourism Review, Vol. 62, No.2, pp. 23-30. Yu, Y. and Dean, A., (2001), “The contribution of emotional satisfaction to consumer loyalty”, International Journal of Service Industry Management, Vol. , No.3, pp. 234-250.
• Zeithaml, V.A., Berry, L and Parasuraman, A. (1996), “The behavioural consequences of service quality”, Journal of Marketing, April, Vol. 60, No. 2, ABI/INFORM Global, pp. 31-46.