IMPACT OF DESTINATION IMAGE ON TOURIST SATISFACTION: THE MODERATING EFFECT OF INFORMATION TECHNOLOGY (IT)

Chia, Shirley Kha-Sien and Lo, May Chiun and Zaidi, Razak and Wang, Yin Chai and Abang Azlan, Mohamad (2021) IMPACT OF DESTINATION IMAGE ON TOURIST SATISFACTION: THE MODERATING EFFECT OF INFORMATION TECHNOLOGY (IT). GeoJournal of Tourism and Geosites, 34 (1). pp. 88-93. ISSN 2065-1198

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Abstract

Tourism is a multifaceted field and in order to understand its complexity, none of its components should be excluded. Based on the opinions and thoughts of tourists, this research aims to determine to what extent the destination image has an impact on the satisfaction towards that destination. Survey data was collected from tourists who visited key tourist attractions in Kuching, Sarawak. SmartPLS 3 was applied to assess the developed model based on path modeling and bootstrapping. The results revealed that political images, cultural images, and infrastructure factors on destination image are positively related to tourist satisfaction. It was found that information technology (IT) does not play any moderating role in the relationships between destination image and tourist satisfaction. Results further indicated that the tourism industry can be improved for getting satisfaction among tourists by offering a better development on significant destination image in Sarawak.

Item Type: Article
Uncontrolled Keywords: destination image, tourist satisfaction, information technology, tourism, Sarawak
Subjects: H Social Sciences > HF Commerce
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Mohamad
Date Deposited: 15 Feb 2021 02:50
Last Modified: 12 Mar 2021 02:39
URI: http://ir.unimas.my/id/eprint/34260

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