The Effects Of Environmental Quality On Revisit Intention Among European Tourists To Malaysia
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Date
2018-08
Authors
Ranjanthran, Mageswari
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Tourism is a sunrise industry in Malaysia. The extraordinary approach to a
tourist destination, the tourist experience itself convertible as the selling point. This
applies to the entire remarkable destination around the globe because of its image.
Every highbrow tourism provider has the essential objective to bring back tourist to
the destination with the less promotional activity which incurs budget.
The environmental quality factors are the key attributes in attracting tourists to revisit
or to recommend the destination to others. The purpose of this study was to
examine the relationship between environmental quality factors toward intended to
revisit intention. A self-administered survey was carried out at the selected airport
and in the selected prominent tourist location in the east and west Malaysia. A
sample of 482 European tourists was obtained using the purposive sampling
approach. The data were analyzed using Statistical Package for Social Science
(SPSS) software. The whole model was confirmed using SPPS PROCESS, a versatile
computational tool for observing the mediating variable in the study. Major findings
of this study complement the S-O-R theory. European tourists gathered information
about Malaysia from internet sources predominantly. The key reasons for European
tourists to visit Malaysia are reservation of heritage and historic monuments, less
language barrier, the beauty of natural scenery and landscape and numerous activities
for tourists. The finding shows, environmental factor nature and man-made does not
support the relationship on revisit intention but social factor does. Interestingly, with
the help of the mediator (tourist experience) the relationship turns out to be positive.
Description
Keywords
Tourism Industry