Abstract
In tourism literature, stimulation of motivation on tourist journey is one of the vital aspect. This study analyzed the satisfaction and loyalty based on a sample of 200 respondents from four regions, namely Southeast Asia, West Asia, Europe and America. The selection of four regions was due to several reasons which are, i) market for Southeast Asia is the leading supplier of arrivals, ii) Western Asian markets showed an increase in the arrival of the high impact of the September 11th incident, iii) European and American Markets were to represent the market of developed countries. This study, based on the method of Strutural Equatation Model (SEM) using Statistical Package for Social Science version (SPSS 21.0) and Analysis of Moment Structures 5 (AMOS 5) as a tool of analysis. SEM methods used to test the analysis of cause, and effect variables are independent and dependent variables as well as specific information to estimate the structural equation model based on variance value. It was used to test Exploratory Factor Analysis (EFA) and AMOS 5 used to test Confirmatory Factor Analysis (CFA). Results of this study found that the assessment made by foreign visitors to the Malaysia tourism products and services is positive. As a result, the experience will create loyalty to Malaysia's tourism industry in the form of repeat visits (β: 0.547, t-test: 7.472 ***) and promote the destination to friends and relatives that have the potential to make visits (β: 0.794, the t-test: 8.623 ***). However, it was found that the value of the coefficient of regression for stimulus push is low for satisfaction (β: 0.228, t-test: 1.976 **). This findings could be used as guidance to the authorities and operators, policy makers in knowing real satisfaction that stimulates tourist arrivals to Malaysia.Int. J. Soc. Sc. Manage. Vol. 4, Issue-2: 137-147
Highlights
The tourism sector plays an important role in enhancing the economic growth of a country
The selection of four regions was due to several reasons which are, i) market for Southeast Asia is the leading supplier of arrivals, ii) Western Asian markets showed an increase in the arrival of the high impact of the September 11th incident, iii) European and American Markets were to represent the market of developed countries
The income of tourism industry increased by 67.1 percent to 53.4 billion and tourist arrivals increased by 43.6 percent to 23.6 million people (10th Malaysia Plan Report)
Summary
The tourism sector plays an important role in enhancing the economic growth of a country. The sector is one of the main source of national income and the local community. This causes the nation to highly depend on the tourism industry such as Malaysia for instance. Malaysia has lifted the tourism sector as a key economic areas in Malaysia Plan (2006-2010). The income of tourism industry increased by 67.1 percent to 53.4 billion and tourist arrivals increased by 43.6 percent to 23.6 million people (10th Malaysia Plan Report). During the period of the tenth Malaysia Plan (2011-2015), the Government was targeting to increase the tourism industry to a higher level through the transformation plan for Tourism Malaysia, that "2020:36:168" which is 36 million tourists with a total of RM168 billion in 2020. There are change in the target achieve but if the destination country is not able to provide products and services that give satisfaction to tourists, it will not increase the influx of tourists to Malaysia
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