Prospective tourists’ cognitive image prone to safety and security destination: the case of Sabah, Malaysia

Abstract

Safety and security are important for travellers and the tourism industry. One characteristic that influences travel intention is the type and level of safety and security related to destinations. It is generally accepted in tourism literature that the importance destination image of which is universally acknowledged, is often used as a significant element for local tourists in the choice of a vacation destination. The main focus of this study was to identify the underlying dimensions that influence prospective tourists’ travel intention to visit Sabah. A total number of 362 questionnaires were distributed to gain the information from a prospective international tourist who had not visit Sabah before. Descriptive analyses were used to describe the sample profile. An exploratory factor analysis was conducted to identify the underlying dimensions of the cognitive destination image. Using this method, four main dimensions of cognitive destination image; natural environment, appealing activities, attractive conditions and essential condition were identified. Based on the results, suggestions were made to build up strategies for improving and maintaining the Sabah image. Furthermore, the limitation and implications for future research are also provided.