Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image
Malaysia has often been recognized by both local and international tourists as a premier visiting destination. Perception of a tourist destination, thus, has an important bearing on eventual tourist satisfaction. This study examines various aspects of service innovation that influence destination im...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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National University of Malaysia (UKM)
2020
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1825/ http://eprints.sunway.edu.my/1825/1/Cheng%20Boon%20Liat%202020%20Tourist%20Satisfaction%20in%20the%20Malaysia%20Tourism%20Industry.pdf |
| _version_ | 1848802141819371520 |
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| author | Cheng, Boon Liat * Shaheen, M. Nor Khalidah, A. Yap, C. S. |
| author_facet | Cheng, Boon Liat * Shaheen, M. Nor Khalidah, A. Yap, C. S. |
| author_sort | Cheng, Boon Liat * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Malaysia has often been recognized by both local and international tourists as a premier visiting destination. Perception of a tourist destination, thus, has an important bearing on eventual tourist satisfaction. This study examines various aspects of service innovation that influence destination image in the Malaysian tourism industry. Data collected through self-administered questionnaires from 550
tourists using a convenience sampling approach were subjected to a reliability test, followed by multiple linear regression analysis to assess the proposed research hypotheses. The findings show that four variables of service innovation (product innovation, process innovation, organisational innovation and marketing innovation) were significantly and positively associated with destination image that, in turn,
reflected tourist satisfaction. Nevertheless, the nationality of the tourist had a mediating effect on the relationship between destination image and tourist satisfaction. Tourism practitioners could benefit from these findings when the principles they espouse are applied to tourism management. At the same time, academic researchers would derive a better understanding of the factors that enhance destination image
and, ultimately, tourist satisfaction. |
| first_indexed | 2025-11-14T21:18:38Z |
| format | Article |
| id | sunway-1825 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:18:38Z |
| publishDate | 2020 |
| publisher | National University of Malaysia (UKM) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-18252021-10-05T09:22:55Z http://eprints.sunway.edu.my/1825/ Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image Cheng, Boon Liat * Shaheen, M. Nor Khalidah, A. Yap, C. S. G 154.9 Tourism Malaysia has often been recognized by both local and international tourists as a premier visiting destination. Perception of a tourist destination, thus, has an important bearing on eventual tourist satisfaction. This study examines various aspects of service innovation that influence destination image in the Malaysian tourism industry. Data collected through self-administered questionnaires from 550 tourists using a convenience sampling approach were subjected to a reliability test, followed by multiple linear regression analysis to assess the proposed research hypotheses. The findings show that four variables of service innovation (product innovation, process innovation, organisational innovation and marketing innovation) were significantly and positively associated with destination image that, in turn, reflected tourist satisfaction. Nevertheless, the nationality of the tourist had a mediating effect on the relationship between destination image and tourist satisfaction. Tourism practitioners could benefit from these findings when the principles they espouse are applied to tourism management. At the same time, academic researchers would derive a better understanding of the factors that enhance destination image and, ultimately, tourist satisfaction. National University of Malaysia (UKM) 2020-06 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1825/1/Cheng%20Boon%20Liat%202020%20Tourist%20Satisfaction%20in%20the%20Malaysia%20Tourism%20Industry.pdf Cheng, Boon Liat * and Shaheen, M. and Nor Khalidah, A. and Yap, C. S. (2020) Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image. Jurnal Pengurusan, 60. https://ejournal.ukm.my/pengurusan/index |
| spellingShingle | G 154.9 Tourism Cheng, Boon Liat * Shaheen, M. Nor Khalidah, A. Yap, C. S. Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title | Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title_full | Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title_fullStr | Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title_full_unstemmed | Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title_short | Tourist satisfaction in the Malaysia tourism industry: Relationship between service innovation and destination image |
| title_sort | tourist satisfaction in the malaysia tourism industry: relationship between service innovation and destination image |
| topic | G 154.9 Tourism |
| url | http://eprints.sunway.edu.my/1825/ http://eprints.sunway.edu.my/1825/ http://eprints.sunway.edu.my/1825/1/Cheng%20Boon%20Liat%202020%20Tourist%20Satisfaction%20in%20the%20Malaysia%20Tourism%20Industry.pdf |