The Impact of Tourist Satisfaction on Destination Loyalty among European Tourists Visiting Malaysia.

• Main Authors: Mahadzirah, Mohamad, Nur Izzati, Ab Ghani
• Format: Article
• Language: English; English
• Published: 2014
• Subjects: GV Recreation Leisure; HB Economic Theory
• Online Access: http://eprints.unisza.edu.my/4338/1/FH02-FPPP-14-01301.pdf; http://eprints.unisza.edu.my/4338/2/FH02-FPPP-14-00878.pdf; http://eprints.unisza.edu.my/4338/
• Institution: Universiti Sultan Zainal Abidin

The purpose of this study was to examine the relationship of tourist satisfaction toward destination loyalty. A survey was carried out at the Kuala Lumpur International Airport (KLIA). A sample of 261 European tourists was obtained at the departure hall using a systematic sampling approach. A Structural Equation Model (SEM) was applied to analyse the data collected. The finding of the study found that tourist satisfaction has a direct positive influence on destination loyalty. The study also found that tourists with a high level of satisfaction are willing to recommend the destination and spread positive word-of-mouth to other people.