A Structural Relationship between Destination Image and the International Tourists Response Behavior at Langkawi Island, Malaysia

Zaliha Zainuddin, Zaleha Mohamad, Mohd Hanafi Azman Ong, Jassmin Bin Johari, Zikri Muhammad

No doubt image of a destination is one of the important determinants that influence tourists in making decision to choose a specific holiday destination. The most positive image a destination has the highest chances for it to be chosen by the tourist. This paper empirically investigates the causal relationships between destination images and the international tourists’ response behavior on Langkawi Island, Malaysia as study contextual setting. The insights of this study is obtained through questionnaires surveyed with 384 the international tourist. Through the PLS –SEM a strong relationship between destination image and response behavior appeared having a strong impact on international tourists’ response which related to word of mouth, recommendation and revisit intention. The feedback and the promising insights from the viewpoint of the international tourists is giving varying consequences, repercussion and implication to the stakeholders and tourism authorities.

Volume 12 | Issue 6

Pages: 873-879

DOI: 10.5373/JARDCS/V12I6/S20201104