Tourist Satisfaction in the Malaysia Tourism Industry: Relationship between Service Innovation and Destination Image

Boon Liat Cheng, Shaheen Mansori, Nor Khalidah Abu, YAP Ching Seng

Abstract


ABSTRACT

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.

Keywords: Service innovation, marketing innovation, organisation innovation, destination innovation.

ABSTRAK

Malaysia sering diiktiraf oleh pelancong tempatan mahupun pelancong antarabangsa sebagai destinasi lawatan utama. Oleh itu, persepsi pelancong terhadap Malaysia sebagai destinasi pelancongan mempunyai kaitan penting dengan tahap kepuasan mereka. Kajian ini mendalami pelbagai aspek inovasi perkhidmatan yang mempengaruhi imej Malaysia sebagai destinasi pelancongan. Data dikumpulkan dari 550 pelancong melalui soal selidik yang dikendalikan sendiri dengan menggunakan pendekatan pensampelan mudah. Data yang dikumpul telah melalui ujian reliabiliti dan diikuti oleh analisis regresi linear berganda untuk menilai hipotesis penyelidikan yang dicadangkan. Hasil kajian menunjukkan bahawa empat pemboleh ubah inovasi perkhidmatan (produk inovasi, inovasi proses, inovasi organisasi dan inovasi pemasaran) secara signifikan dan positif dikaitkan dengan imej destinasi yang sejurusnya mencerminkan kepuasan pelancong. Turut didapati, kewarganegaraan pelancong mempunyai pengaruh mediasi terhadap hubungan antara imej destinasi dan kepuasan pelancong. Penemuan dari kajian boleh memanfaatkan pengamal industri pelancongan dengan menerapkan penemuan kajian ini dalam tugas pengurusan pelancongan. Pada masa yang sama, penyelidik akademik akan dapat pemahaman yang lebih baik mengenai faktor-faktor yang meningkatkan imej destinasi dan seterusnya kepuasan pelancong.

Kata kunci: Inovasi perkhidmatan, inovasi perkhidmatan, inovasi organisasi, inovasi destinasi.


Keywords


service innovation; marketing innovation; organization innovation; destination innovation

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