Positioning Malaysia as a Tourist Destination Based on Destination Loyalty

Abstract

This study was conducted to ascertain the image of Malaysia as a tourist destination and examines the construct’s influence on tourists’ destination loyalty. Questionnaires were distributed to the departing foreign tourists at two of Malaysia’s international airports. The collected data was analyzed using Structural Equation Modeling (SEM). The findings of the study indicate that Malaysia was perceived as providing an adventurous holiday with the chance to see wildlife, nice beaches and offering a lot in terms of natural scenic beauty with good amenities. The study also suggests that there is a positive significant relationship between destination image and destination loyalty.