Modelling the Relationships between Destination Attractiveness, Service Quality, Tourist Satisfaction and Destination Loyalty

Abstract

As the first and only global geopark in Malaysia, Langkawi Island is experiencing an unstable and slow growth of international tourist arrivals. The main objective of the present study is to examine the predicting factors that can enhance the island’s destination loyalty by investigating the relationships between destination attractiveness, service quality, tourist satisfaction and destination loyalty. Data from a total of 365 completed questionnaires were analysed using structural equation modelling (SEM-AMOS) in which the research findings supported all hypotheses. Specifically, tourist satisfaction partially mediated the relationship between destination attractiveness, service quality and destination loyalty. This study proposes three recommendations for tourism managers to optimise tourist experience which are quality transportation service, cultural attractiveness and adequate infrastructure to increase international tourists arrivals.