Factors influencing the intentions of Singaporean tourists to revisit Malaysia
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Date
2010
Authors
Ch'ng, Li Guat
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Abstract
The tourism industry is becoming an important sector in many countries because it
contributes to foreign exchange earnings and creates employment opportunity. It
specifically contributes to the increase of personal income, economic growth, savings,
investments and business activities. And with the increasing competitiveness in the
tourism industry it is imperative for the public and private sectors to improve the
tourist satisfaction.
The first objective of this study is to investigate the correlation between (i) social
aspects, (ii) destination attractiveness and (iii) economic aspects and the tourist
satisfaction. This study also identifies the social aspects, destination attractiveness and
economic aspects that might encourage Singaporean tourists to revisit Malaysia. The
second objective of this study is to investigate the mediating effect of tourist
satisfaction in the correlation between the (i) social aspects, (ii) destination
attractiveness and (iii) economic aspects and the intention to revisit Malaysia.
A total of 123 questionnaires were collected and analyzed. The study found tourism
importance(s) were correlated positively with tourist satisfaction. Singaporeans were
satisfied with visiting friends and relatives in Malaysia but dissatisfied with the safety
and security. This study acknowledges the significant mediating role of tourist
satisfaction in the relationship of visiting friends and relatives with the intention of
Singaporeans to revisit Malaysia. Therefore this study has affirmed the factors which
should be considered while formulating a strategic marketing plan to persuade
Singaporean tourists to revisit Malaysia.
Description
Keywords
Business Administration , Tourist