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The Impact of Tourist Satisfaction on Destination Loyalty among European Tourists Visiting Malaysia

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  • Mahadzirah Mohamad
  • Nur Izzati Ab Ghani

Abstract

The purpose of this study was to examine the relationship of tourist satisfaction toward destination loyalty. A survey was carried out at the Kuala Lumpur International Airport (KLIA). A sample of 261 European tourists was obtained at the departure hall using a systematic sampling approach. A Structural Equation Model (SEM) was applied to analyse the data collected. The finding of the study found that tourist satisfaction has a direct positive influence on destination loyalty. The study also found that tourists with a high level of satisfaction are willing to recommend the destination and spread positive word-of-mouth to other people.

Suggested Citation

  • Mahadzirah Mohamad & Nur Izzati Ab Ghani, 2014. "The Impact of Tourist Satisfaction on Destination Loyalty among European Tourists Visiting Malaysia," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 2(8), pages 362-371.
    • Handle: RePEc:rss:jnljms:v2i8p3
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    References listed on IDEAS

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    1. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    2. Ahmad Puad Mat Som & Seyedeh Fatemeh Mostafavi Shirazi & Azizan Marzuki & Jamil Jusoh, 2011. "A Critical Analysis Of Tourist Satisfaction And Destination Loyalty," Journal of Global Management, Global Research Agency, vol. 2(2), pages 178-183, July.
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    Keywords

    Tourist Satisfaction; Destination Loyalty;

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