TY  - JOUR
T1  - Examining Destination Image, Satisfaction and Loyalty Relationships of Tourists to
Malaysia using Structural Equation Modelling and Bootstrapping Procedure
AU - Mohamad, Mahadzirah AU - Ab Ghani, Nur Izzati AU - Mohammad, Morliyati 
JO  - Journal of Engineering and Applied Sciences
VL  - 14
IS  - 17
SP  - 6260
EP  - 6273
PY  - 2019
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2019.6260.6273
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2019.6260.6273
KW  - Overall destination image
KW  -tourist satisfaction
KW  -destination loyalty
KW  -perceived value
KW  -measurementmodel
KW  -structural equation modelling
AB  - The aim of this study was to ascertain factors that could improve international tourist’s loyalty to
Malaysia as a travel destination using structural equation modelling and bootstrapping procedure. Tourism
industry continues to be one of the major sectors that contribute to the economy of Malaysia. Recently, the
industry experienced a decline in destination loyalty among international tourists based on several evidences
such as the growth rate of the international tourist arrivals fluctuating in a declining pattern. Moreover, the
industry experienced a reduction in the average length of stay and repeat-visit international tourists to
Malaysia. As suggested by previous researchers, this study was conducted to ascertain the effects of
destination image, perceived value and satisfaction on the loyalty of international tourists visiting Malaysia.
The collection of data was conducted at the Kuala Lumpur International Airport using a simple random
sampling method. The respondents were tourists from United Kingdom and Australia. A total of 337
respondents were subjected to data analysis. Results of the measurement model uncovered that destination
image and perceived value were highly correlated and they were treated as one construct, labelled as overall
destination image. A revised structural model was proposed that linked overall destination image, tourist
satisfaction and destination loyalty. The analysis of the structural equation modelling supported the proposed
hypothesis. Bootstrapping analysis also supported the mediation role of satisfaction. The findings make a
novel discovery of the new structural equation model which contributed to the theoretical implication and
suggested practical strategies to enhance loyalty.
ER  -