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Journal of Applied Sciences
  Year: 2014 | Volume: 14 | Issue: 20 | Page No.: 2476-2486
DOI: 10.3923/jas.2014.2476.2486
 
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Destination Image Differences Between First-Time and Repeat-Visit Tourists: The Malaysian Case

Mahadzirah Mohamad and Nur Izzati Ab Ghani

Abstract:
The main aim of this study is to identify the underlying factors that are not only common but different between first-time and repeat tourists. This is to ensure that promotional strategies using an appropriate image are strategically formulated to entice the different groups of tourists visiting Malaysia. Data collection was conducted at Kuala Lumpur International Airport (KLIA) using survey questionnaires among departing tourists. A total of 261 European tourists were involved in this study, comprising 143 first-time and 118 repeat tourists. The exploratory and confirmatory factor analyses were used to conduct data analysis. The findings of the study suggest that both first-time and repeat-visit tourists perceived Malaysia as a safe country with a stable political environment that offers natural attraction and beautiful beaches. In addition, the findings of the study suggested that first-time visiting tourists are price-sensitive compared to repeat tourists. Moreover, the repeat-visit tourists perceived Malaysia as offering nightlife entertainment and an adventurous holiday with many places to visit.
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How to cite this article:

Mahadzirah Mohamad and Nur Izzati Ab Ghani, 2014. Destination Image Differences Between First-Time and Repeat-Visit Tourists: The Malaysian Case. Journal of Applied Sciences, 14: 2476-2486.

DOI: 10.3923/jas.2014.2476.2486

URL: https://scialert.net/abstract/?doi=jas.2014.2476.2486

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