Examining destination image, satisfaction and loyalty relationships of tourists to Malaysia using structural equation modelling and bootstrapping procedure

Mahadzirah, Mohamad and Nur Izzati, Ab Ghani and Morliyati, Mohamad (2019) Examining destination image, satisfaction and loyalty relationships of tourists to Malaysia using structural equation modelling and bootstrapping procedure. Journal of Engineering and Applied Sciences, 14 (17). pp. 6260-6273. ISSN 1816-949X

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Abstract

The aim of this study was to ascertain factors that could improve international tourist's loyalty to Malaysia as a travel destination using structural equation modelling and bootstrapping procedure. Tourism industry continues to be ate of the major sectors that contribute to the economy of Malaysia. Recently. the industry experienced a decline in destination loyalty among international tourists based on several evidences such as the growth rate of the international tourist arrivals fluctuating in a declining pattern. Moreover, the industry experienced a reduction in the average length of stay and repeat-visit international tourists to Malaysia. As suggested by previous researchers, this study was conducted to ascertain the effects of destination image, perceived value and satisfaction on the loyalty of international tourists visiting Malaysia. The collection of data was conducted at the Kuala Lumpur International Airport using a simple random sampling method. The respondents were tourists from United Kingdom and Australia. A total of 337 respondents were subjected to data analysis. Results of the measurement model uncovered that destination image and perceived value were highly correlated and they were treated as one construct, labelled as overall destination image. A revised structural model was proposed that linked overall destination image. tourist satisfaction and destination loyalty. The analysis of the structural equation modelling supported the proposed hypothesis. Bootstrapping analysis also supported the mediation role of satisfaction. The findings make a novel discovery of the new structural equation model which contributed to the theoretical implication and suggested practical strategies to enhance loyalty.

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