The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak

The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak

Destination image is an impression held by individuals towards a tourist attraction. It has been a powerful affect to tourist as they may start their holiday by doing informal analysis of several destinations that they are considering to visit. The aim of this research is to examine the effect of de...

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Main Author: Ellderea Grace, Chali
Format: Thesis
Language:English
English
Published: 2020
Subjects:
GV Recreation Leisure
Online Access:http://ir.unimas.my/id/eprint/33120/5/Ellderea%20Grace.pdf
http://ir.unimas.my/id/eprint/33120/7/Ellderea%20ft.pdf
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id my-unimas-ir.33120
record_format uketd_dc
institution Universiti Malaysia Sarawak
collection UNIMAS Institutional Repository
language English
English
topic GV Recreation Leisure
spellingShingle GV Recreation Leisure
Ellderea Grace, Chali
The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
description Destination image is an impression held by individuals towards a tourist attraction. It has been a powerful affect to tourist as they may start their holiday by doing informal analysis of several destinations that they are considering to visit. The aim of this research is to examine the effect of demographic, cognitive image, affective image and internet platform to visitor and non-visitor of Bako National Park. The method used for data collection was convenience sampling where a total of 210 questionnaires were distributed at Kuching City. The respondent of this study are the visitor (those who have visited) and non-visitor (those who have not visited) of Bako National Park. Research framework was developed based on past studies and each variable were explained thoroughly. Moreover, the effect between variables were identified and examined using t-test analysis, one-way ANOVA and stepwise regression. The findings indicated that only several variables have significant effect to overall destination image and the results differ between visitor and non-visitor. It is revealed that the type of tourist whether they are visitor or non-visitor had no effect to overall destination image. As for visitor, variables such as affective image and internet platform had significant effect to overall destination image. Non-visitor on the other hand showed contradict result whereby cognitive image and affective image had significant effect to overall destination image. The research findings not only will help tourism operators to improve their understanding towards destination image held by visitor and non-visitor but it will also benefit them in planning and executing their management and marketing operations effectively.
format Thesis
qualification_level Master's degree
author Ellderea Grace, Chali
author_facet Ellderea Grace, Chali
author_sort Ellderea Grace, Chali
title The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
title_short The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
title_full The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
title_fullStr The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
title_full_unstemmed The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak
title_sort effect of cognitive image, affective image and internet platform on overall destination image of bako national park, sarawak
granting_institution Universiti Malaysia Sarawak (UNIMAS)
granting_department Faculty of Economics and Business
publishDate 2020
url http://ir.unimas.my/id/eprint/33120/5/Ellderea%20Grace.pdf
http://ir.unimas.my/id/eprint/33120/7/Ellderea%20ft.pdf
_version_ 1794023017886515200
spelling my-unimas-ir.331202024-02-19T06:43:42Z The Effect of Cognitive Image, Affective Image and Internet Platform on Overall Destination Image of Bako National Park, Sarawak 2020-11-30 Ellderea Grace, Chali GV Recreation Leisure Destination image is an impression held by individuals towards a tourist attraction. It has been a powerful affect to tourist as they may start their holiday by doing informal analysis of several destinations that they are considering to visit. The aim of this research is to examine the effect of demographic, cognitive image, affective image and internet platform to visitor and non-visitor of Bako National Park. The method used for data collection was convenience sampling where a total of 210 questionnaires were distributed at Kuching City. The respondent of this study are the visitor (those who have visited) and non-visitor (those who have not visited) of Bako National Park. Research framework was developed based on past studies and each variable were explained thoroughly. Moreover, the effect between variables were identified and examined using t-test analysis, one-way ANOVA and stepwise regression. The findings indicated that only several variables have significant effect to overall destination image and the results differ between visitor and non-visitor. It is revealed that the type of tourist whether they are visitor or non-visitor had no effect to overall destination image. As for visitor, variables such as affective image and internet platform had significant effect to overall destination image. Non-visitor on the other hand showed contradict result whereby cognitive image and affective image had significant effect to overall destination image. The research findings not only will help tourism operators to improve their understanding towards destination image held by visitor and non-visitor but it will also benefit them in planning and executing their management and marketing operations effectively. Universiti Malaysia Sarawak (UNIMAS) 2020-11 Thesis http://ir.unimas.my/id/eprint/33120/ http://ir.unimas.my/id/eprint/33120/5/Ellderea%20Grace.pdf text en public http://ir.unimas.my/id/eprint/33120/7/Ellderea%20ft.pdf text en validuser masters Universiti Malaysia Sarawak (UNIMAS) Faculty of Economics and Business Abdellatif, T., Ksouri, R., Ayoun, S., & Storai, C. (2015). The Importance of the Image of a Destination in the Choice and Intention of Revisiting: The Case of Island of Djerba. SSRN Electronic Journal, 7(7), 1-22. Adams, J., Khan, H. T. A., Raeside, R., & White, D. (2007). Research Methods for Graduate Business and Social Science Students, First Edition. New Delhi: SAGE Publications Pvt. Ltd. pp. 81-85. 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