The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar

Htin Kyaw Lin

doi:10.48119/toleho.1546673

EN

The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar

Abstract

This study examined the role of destination image in determining the satisfaction of domestic travelers in Mandalay City. Two objectives guided this study. The primary objective was to assess domestic travelers’ perceptions of the destination image of Mandalay City. The second objective was to analyze the effect of destination image on the satisfaction of domestic travelers in Mandalay City. In this study, destination image was measured by four dimensions: namely, natural environment, cultural environment, social environment, and infrastructure. To attain these objectives, both primary and secondary data were utilized, and the data were gathered from travelers who have visited Mandalay City in the last two years. Convenience sampling was used to collect data for the application from a total of 385 travelers. The findings of this study showed that most domestic travelers’ perception of Mandalay City is based on its cultural environment. In addition, two dimensions of destination image – namely, cultural environment and infrastructure – have significant positive effects on domestic travelers’ satisfaction, highlighting their critical roles in shaping travelers’ experiences. Specifically, the cultural richness and well-preserved heritage of Mandalay, along with its developing infrastructure, are key factors that enhance traveler satisfaction. This study contributes to the understanding of destination image dynamics in emerging tourism markets and provides practical insights for policymakers, tourism planners, and local businesses to improve destination attractiveness and traveler experiences in Mandalay.

Keywords

Destination Image , Travelers’ Satisfaction , Natural Environment , Cultural Environment , Social Environment , Infrastructure

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Htin Kyaw Lin ^*
0009-0004-4033-7879
Myanmar

Publication Date

July 1, 2025

Submission Date

September 10, 2024

Acceptance Date

April 19, 2025

Published in Issue

Year 2025 Volume: 7 Number: 1

DOI

https://doi.org/10.48119/toleho.1546673

IZ

https://izlik.org/JA82SK89FE

APA

Lin, H. K. (2025). The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar. Journal of Tourism Leisure and Hospitality, 7(1), 1-18. https://doi.org/10.48119/toleho.1546673

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The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar

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The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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