Destination Image Differences between First-time and Repeat-visit Tourists: The Malaysian Case

• Main Authors: Mahadzirah, Mohamad, Nur Izzati, Ab Ghani
• Format: Article
• Language: English
• Published: 2014
• Subjects: GE Environmental Sciences; GV Recreation Leisure
• Online Access: http://eprints.unisza.edu.my/4386/1/FH02-FPPP%20-14-01248.pdf; http://eprints.unisza.edu.my/4386/
• Institution: Universiti Sultan Zainal Abidin

The main aim of this study is to identify the underlying factors that are not only common but different between fist-time and repeat tourists. This is to ensure that promotional strategies using an appropriate image are strategically formulated to entice the different groups of tourists visiting Malaysia. Data collection was conducted at Kuala Lumpur International Airport (KLIA) using survey questionnaires among departing tourists. A total of 261 European tourists were involved in this study, comprising 143 first-time and 118 repeat tourists. The exploratory and confirmatory factor analyses were used to conduct data analysis. The findings of the study suggest that both first-time and repeat-visit tourists perceived Malaysia as a safe country with a stable political environment that offers natural attraction and beautiful beaches. In addition, the findings of the study suggested that first-time visiting tourists are price-sensitive compared to repeat tourists Moreover, the repeat-visit tourists perceived Malaysia as offering nightlife entertainment and an adventurous holiday with many places to visit.