ANTECEDENTS OF DESTINATION IMAGE IN NATURAL PROTECTED AREA: THE MODERATING ROLE OF PERCEIVED VALUE

Chin, Ying-Sin and Mohamad, Abang Azlan and Lo, May-Chiun and Wan Ibrahim, Wan Hashim and Ha, Shiaw-Tong (2020) ANTECEDENTS OF DESTINATION IMAGE IN NATURAL PROTECTED AREA: THE MODERATING ROLE OF PERCEIVED VALUE. GeoJournal of Tourism and Geosites, 32 (4). pp. 1222-1228. ISSN 2065-1198

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Abstract

Ecotourism is a nature-oriented tourism idea that is flourishing and with promising outlook. The present study attempts to explore the importance of local communities’ attitude, carrying capacity and destination attractiveness & resources towards destination image by adopting perceived value as a moderator on examining the antecedents on destination image. Data were collected from 146 tourists who have visited Bako National Park, Sarawak. The research employs WarpPLS 6.0 and the results revealed that local communities’ attitude, carrying capacity and destination attractiveness & resources have impact on destination image. Perceived value has moderating effect between destination attractiveness & resources and destination image.

Item Type: Article
Uncontrolled Keywords: local communities’ attitude, carrying capacity, destination attractiveness and resources, perceived value, destination image, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > HF Commerce
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Mohamad
Date Deposited: 22 Oct 2020 06:58
Last Modified: 22 Oct 2020 06:59
URI: http://ir.unimas.my/id/eprint/32293

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