%0 Journal Article
%T Tourists¡¯ Evaluations of Destination Image and Future Behavioural Intention: The Case of Malaysia
%A Mahadzirah Mohamad
%A Ahmad Rusdi Abdullah
%A Safiek Mokhlis
%J Journal of Management and Sustainability
%D 2012
%I 
%R 10.5539/jms.v2n1p181
%X The competitive situation and greater challenges within the tourism industry worldwide entail a better understanding of destination image and destination loyalty (future behavioural intention) to achieve Malaysia¡¯s apiration to retain its international reputation as one of the most desirable destinations in Asia and become a developed country in year 2020. The objectives of this study are to ascertain the perception of foreign tourists of Malaysia as a travel destination and determine the predicting factors that influence the formation of tourists¡¯ future behavioural intention. Therefore, this study examines the relationship between destination image and future behavioural intentions of foreign tourists to Malaysia. A quantitative methodology, using responses given by 1007 foreign tourists, was employed in the analysis. A multiple regression analysis was carried out in order to examine the relationship among the variables. The findings indicate that perceptions of Malaysia¡¯s attractions, accessibility and available package, heritage attraction and natural attraction are significant predictors of foreign tourists¡¯ intentions to revisit and their willingness to recommend the destination. The marketing implications of the study findings are discussed.
%U http://www.ccsenet.org/journal/index.php/jms/article/view/12604