The relationship between destination image, overall tourist satisfaction, and tourist loyalty intention: In the case of Kota Kinabalu, Sabah

Fiona Anthony Lijua, (2012) The relationship between destination image, overall tourist satisfaction, and tourist loyalty intention: In the case of Kota Kinabalu, Sabah. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this research is to determine whether there were positive relationship on destination image, overall tourist satisfaction and tourist loyalty intention in the local context of a city, Kota Kinabalu. The study also examined the mediating effect of overall tourist satisfaction on the relationship between the destination image and tourist loyalty intention. Furthermore, this study had accumulated a total of 160 of tourist respondents made up of Malaysian (domestic) and Non-Malaysian (Foreign) tourist, based on exit survey method where most tourist had already had post experience on the city. Also, this study had conceptualized destination image construct into a five-factor model which consisted of three dimensions of cognitive factor (i.e. infrastructure, attraction, and value for money) and two dimensions affective factor (i.e. emotional enjoyment and experience enjoyment). Results showed that emotional enjoyment and experience enjoyment dimensions have significant positive relationships on tourist loyalty intention towards Kota Kinabalu. On the other hand, emotional enjoyment and value for money have significant impact on overall tourist satisfaction. However, partial mediation effect of overall tourist satisfaction on the relationship between destination image and tourist loyalty intention showed that there might be chances that tourist may only recommend or revisit Kota Kinabalu if only satisfaction are met. By maintaining and strengthening the destination images and values thus will ensure stronger position of this destination, Kota Kinabalu, positively in the minds of tourist. Subsequently, positive word of mouth and positive previous trip experience will definitely secure towards tourist loyalty intention. Limitations of this study with subsequent recommendation for future research were also mentioned in this study.

Item Type:Thesis (Masters)
Uncontrolled Keywords:tourist, satisfaction,destination image, loyalty
Subjects:G Geography. Anthropology. Recreation > G Geography (General)
Divisions:SCHOOL > School of Business and Economics
ID Code:6168
Deposited By:IR Admin
Deposited On:05 Jun 2013 15:21
Last Modified:05 Jun 2013 15:21

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