Tourists’ Evaluations of Destination Image and Future Behavioural Intention: The Case of Malaysia

Abstract

The competitive situation and greater challenges within the tourism industry worldwide entail a better understanding of destination image and destination loyalty (future behavioural intention) to achieve Malaysia’s apiration to retain its international reputation as one of the most desirable destinations in Asia and become a developed country in year 2020. The objectives of this study are to ascertain the perception of foreign tourists of Malaysia as a travel destination and determine the predicting factors that influence the formation of tourists’ future behavioural intention. Therefore, this study examines the relationship between destination image and future behavioural intentions of foreign tourists to Malaysia. A quantitative methodology, using responses given by 1007 foreign tourists, was employed in the analysis. A multiple regression analysis was carried out in order to examine the relationship among the variables. The findings indicate that perceptions of Malaysia’s attractions, accessibility and available package, heritage attraction and natural attraction are significant predictors of foreign tourists’ intentions to revisit and their willingness to recommend the destination. The marketing implications of the study findings are discussed.