Determinants Of Destination Image And Competitiveness In Sibu Heritage Trail: A PLS-SEM Approach

Abstract

Tourism is the largest sector in the world and contributes significantly to the economies of the most advanced and developing countries. A major concern on limited resources and acknowledgement of competitiveness all led to the expansion of the literature on the competitiveness of tourism destinations. While, there are limited studies that investigate destination image and destination competitiveness, no studies have been found to examine the determinants of destination image and destination competitiveness. Thus, the present study attempts to explore whether accessibility quality, accommodation quality, destination attractiveness & resources on destination image and competitiveness. Data were collected from 132 tourists who have visited Sibu Heritage Trail. The research employs PLS-SEM, and the result specified that there are total of four hypotheses were supported. The implications and limitations of the present study were further discussed.