TOURISTS’ PERCEPTIONS OF LANGKAWI ISLAND AS A WORLD TOURISM DESTINATION

Abstract

Tourists’ perceptions of a destination play essential roles in determining the purpose behind the behaviour of visiting the place. Hence, it enables the tourism planners to comprehensively predict tourists’ actions. Several studies have debated the importance of researching the perceptions of tourists on destination to develop effective strategic marketing planning. In line with this issue, the main purpose of the study is to investigate tourists’ perceptions of Langkawi Island as a world tourism destination. Today, Langkawi Island has increasingly active in promoting itself to be eminently known as a world tourism destination. A survey was conducted involving 677 tourists including both local and international tourists visiting the island. Interestingly, the findings indicate that most of the tourists are first time visitors and have stayed in Langkawi between 3 – 7 days, travelling in a group of less than 5 and have made their own travel arrangement. Among the purposes of visiting the island are to experience the natural resources and historical places of the island. In fact, the majority of tourists want to experience the interesting life in Langkawi as more as possible. Generally, the findings reveal that tourists have perceived Langkawi Island positively as a world tourism destination. The study eventually would assist the stakeholders particularly the policy makers and tourism marketers to have better and comprehensive information regarding tourists’ perceptions of the island. Additionally, the findings would also assist the tou rism planners to actively promote the beauty and natural resources of Langkawi Island and potray it as a world tourism destination.