The Impact of Tourist Satisfaction on Destination Loyalty among European Tourists Visiting Malaysia.

Mahadzirah, Mohamad and Nur Izzati, Ab Ghani (2014) The Impact of Tourist Satisfaction on Destination Loyalty among European Tourists Visiting Malaysia. International Journal of Management Sciences, 12 (8). pp. 362-371. ISSN 2310-2829

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Abstract

The purpose of this study was to examine the relationship of tourist satisfaction toward destination loyalty. A survey was carried out at the Kuala Lumpur International Airport (KLIA). A sample of 261 European tourists was obtained at the departure hall using a systematic sampling approach. A Structural Equation Model (SEM) was applied to analyse the data collected. The finding of the study found that tourist satisfaction has a direct positive influence on destination loyalty. The study also found that tourists with a high level of satisfaction are willing to recommend the destination and spread positive word-of-mouth to other people.

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