The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)

In this emerging digitalised ecosystem, ecotourism is one of the significant motivators in tourism and the government has set their goals to enhance ecotourism development as proposed by the Visit Truly Asia Malaysia 2020 campaign. In addition, the growth of destination image should be developed in...

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Main Author:	Ching, Jia Lie
Format:	Thesis
Language:	English
Published:	2021
Subjects:	H Social Sciences (General) HF Commerce
Online Access:	http://ir.unimas.my/id/eprint/35198/1/Ching%20Jia%20ft.pdf
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id	my-unimas-ir.35198
record_format	uketd_dc
spelling	my-unimas-ir.351982024-02-19T06:57:50Z The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM) 2021 Ching, Jia Lie H Social Sciences (General) HF Commerce In this emerging digitalised ecosystem, ecotourism is one of the significant motivators in tourism and the government has set their goals to enhance ecotourism development as proposed by the Visit Truly Asia Malaysia 2020 campaign. In addition, the growth of destination image should be developed in a way that could increase the tourists’ revisit intention. Therefore, electronic word of mouth marketing is regarded as one of the ways to improve the destination sustainability. The main objective of this study is to examine the tourists’ perception on destination image toward revisit intention with the moderating impact of electronic word of mouth marketing (eWOM). This study intends to investigate the importance of destination image constructs towards the enhancement of revisit intention. Apart from this, this study also attempts to govern the moderating variable of electronic word of mouth marketing (eWOM) on the relationship between destination image and revisit intention. Subsequently, a total of 300 questionnaires were distributed to local and foreign tourists visited Mulu National Park, Gunung Gading National Park, Bako National Park, Kubah National Park and Niah National Park which situated in Sarawak, Malaysia. There are a sample of 286 respondents were collected and found usable. The data analysis was performed by SPSS Version 26.0 and WarpPLS (version 7.0) with partial least squares structural equation modeling (PLS-SEM). The results of this study have shown that four direct relationship hypotheses and two moderating relationships have been supported. Interestingly, the findings have revealed that the destination image dimensions namely, price and value, destination environment, atmosphere and quality of service have a significant positive relationship on revisit intention from local and foreign tourists’ perspective, whereas no significant impact found among natural and historical attractions, entertainment and tourism activities, and tourism infrastructure. Besides, electronic word of mouth marketing (eWOM) was found to moderate the relationship between price and value, as well as atmosphere. The results of this study provide valuable information and contribution to scholars and practitioners by providing empirical evidence on the moderating impacts of electronic word of mouth marketing (eWOM) and the effects of destination image dimensions on revisit intention in the context of ecotourism. Universiti Malaysia Sarawak (UNIMAS) 2021 Thesis http://ir.unimas.my/id/eprint/35198/ http://ir.unimas.my/id/eprint/35198/1/Ching%20Jia%20ft.pdf text en public masters Universiti Malaysia Sarawak (UNIMAS) Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	H Social Sciences (General) HF Commerce
spellingShingle	H Social Sciences (General) HF Commerce Ching, Jia Lie The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
description	In this emerging digitalised ecosystem, ecotourism is one of the significant motivators in tourism and the government has set their goals to enhance ecotourism development as proposed by the Visit Truly Asia Malaysia 2020 campaign. In addition, the growth of destination image should be developed in a way that could increase the tourists’ revisit intention. Therefore, electronic word of mouth marketing is regarded as one of the ways to improve the destination sustainability. The main objective of this study is to examine the tourists’ perception on destination image toward revisit intention with the moderating impact of electronic word of mouth marketing (eWOM). This study intends to investigate the importance of destination image constructs towards the enhancement of revisit intention. Apart from this, this study also attempts to govern the moderating variable of electronic word of mouth marketing (eWOM) on the relationship between destination image and revisit intention. Subsequently, a total of 300 questionnaires were distributed to local and foreign tourists visited Mulu National Park, Gunung Gading National Park, Bako National Park, Kubah National Park and Niah National Park which situated in Sarawak, Malaysia. There are a sample of 286 respondents were collected and found usable. The data analysis was performed by SPSS Version 26.0 and WarpPLS (version 7.0) with partial least squares structural equation modeling (PLS-SEM). The results of this study have shown that four direct relationship hypotheses and two moderating relationships have been supported. Interestingly, the findings have revealed that the destination image dimensions namely, price and value, destination environment, atmosphere and quality of service have a significant positive relationship on revisit intention from local and foreign tourists’ perspective, whereas no significant impact found among natural and historical attractions, entertainment and tourism activities, and tourism infrastructure. Besides, electronic word of mouth marketing (eWOM) was found to moderate the relationship between price and value, as well as atmosphere. The results of this study provide valuable information and contribution to scholars and practitioners by providing empirical evidence on the moderating impacts of electronic word of mouth marketing (eWOM) and the effects of destination image dimensions on revisit intention in the context of ecotourism.
format	Thesis
qualification_level	Master's degree
author	Ching, Jia Lie
author_facet	Ching, Jia Lie
author_sort	Ching, Jia Lie
title	The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
title_short	The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
title_full	The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
title_fullStr	The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
title_full_unstemmed	The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)
title_sort	influence of destination image on revisit intention: the moderating impact of electronic word of mouth marketing (ewom)
granting_institution	Universiti Malaysia Sarawak (UNIMAS)
granting_department	Faculty of Economics and Business
publishDate	2021
url	http://ir.unimas.my/id/eprint/35198/1/Ching%20Jia%20ft.pdf
_version_	1794023023766929408

The Influence of Destination Image on Revisit Intention: The Moderating Impact of Electronic Word of Mouth Marketing (eWOM)

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