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Tourism Revival: Destination Image and Perceived Value as key Drivers of Tourist Intentions

Author

Listed:
  • Zurina Ismail

    (Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Malaysia.)

  • Muhammad Amiruddin Shah Ahmad Nizam

    (AABIOS Design (M) SDN BHD)

  • Nabilah Nasir

    (AWTP Holdings)

Abstract

The travel and tourism industry is a critical component of Malaysia's economy, contributing significantly through foreign exchange generation and job creation. However, the COVID-19 pandemic has severely impacted this sector, resulting in a sharp decline in tourist arrivals. As the pandemic ended, the tourism industry needs to undergo a revival. This study aims to explore the relationships between digital marketing strategies, destination image, perceived value, and tourist visit intention. Specifically, the research focuses on an entertainment theme park on the west coast of Malaysia. Utilising a quantitative study to identify key determinants of tourist visit intention, the findings indicate that destination image and perceived value are the most influential factors, with destination image being the most significant. The study offers recommendations and suggestions for future research, outlining strategies for effective marketing campaigns to attract tourists, rejuvenate the tourism industry, and stimulate economic growth. Emphasising the importance of marketing strategies, this research highlights its potential to enhance tourist visit intention, promoting sustainable growth and prosperity in the post-pandemic era.

Suggested Citation

  • Zurina Ismail & Muhammad Amiruddin Shah Ahmad Nizam & Nabilah Nasir, 2025. "Tourism Revival: Destination Image and Perceived Value as key Drivers of Tourist Intentions," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 7846-7854, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:7846-7854
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    References listed on IDEAS

    as
    1. Mei-lan Jin & Youngjoon Choi & Choong-Ki Lee & Muhammad Shakil Ahmad, 2020. "Effects of Place Attachment and Image on Revisit Intention in an Ecotourism Destination: Using an Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    2. Sónia Rodrigues & Ricardo Correia & Ramiro Gonçalves & Frederico Branco & José Martins, 2023. "Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    3. Khaled M. Aboalganam & Sakher Faisal AlFraihat & Saeed Tarabieh, 2025. "The Impact of User-Generated Content on Tourist Visit Intentions: The Mediating Role of Destination Imagery," Administrative Sciences, MDPI, vol. 15(4), pages 1-15, March.
    4. Wei Sun & Shoulian Tang & Fang Liu, 2021. "Examining Perceived and Projected Destination Image: A Social Media Content Analysis," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
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