Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor

This study reviews on the multi-projected image of a tourism destination through travel perception of domestic visitor and how the variety range of tourism attractions within a destination can be concluded to determine the actual image of that particular destination. In view of little research about...

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Main Author:	Yazid, Nurul Amirah
Format:	Thesis
Language:	English
Published:	2016
Subjects:	TH Building construction
Online Access:	http://eprints.utm.my/id/eprint/60970/1/NurulAmirahYazidMFAB2016.pdf
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id	my-utm-ep.60970
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spelling	my-utm-ep.609702017-10-08T07:53:05Z Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor 2016-06 Yazid, Nurul Amirah TH Building construction This study reviews on the multi-projected image of a tourism destination through travel perception of domestic visitor and how the variety range of tourism attractions within a destination can be concluded to determine the actual image of that particular destination. In view of little research about how visitors formulate destination image, this study is executed with aim to determine the actual image of Kota Tinggi district supported with the objectives of identifying visitor travel motivation, evaluating visitor travel behaviour, and examining visitor travel perception towards Kota Tinggi district. Kota Tinggi district is chosen as the study area due to its multiple projected tourism images with its variety range of tourism attractions. Kota Tinggi district is currently branded as “Historical Tourism District” but visitor choice of attraction is more towards the natural resources within the destination. A suitable promotion of this destination topped with upgrading better tourism services and facilities deemed essential to cater the need of tourist and reach potential visitors. A series of questionnaire is distributed to domestic visitors of Kota Tinggi district. The results showed that the highest visitor’s motivation in visiting Kota Tinggi district is to rest and relax (38.1%) and nature elements (47.01%) of Kota Tinggi district attract them the most. In planning their trip based on recommendations of friend and relatives (42.7%), the result also shows that Desaru (22.9%), Tg. Balau (16.8%), and Kota Tinggi waterfall (12.3%) are among the attractions that have high percentage of visitor arrival. Visitors also pictured of beaches and waterfall (36.0%) the most when thinking of Kota Tinggi (cognitive image) and felt peaceful and relaxing (48.7%) atmosphere during their actual visit to Kota Tinggi (affective image). As a whole, both cognitive image and affective image complement one another, supported by the visitor’s motivation and travel behaviour making Kota Tinggi destination image deviates more towards nature than historical. This study concludes that the affective image component perceived by visitor can be used as a tool by marketers to position tourism destinations in more effective way. 2016-06 Thesis http://eprints.utm.my/id/eprint/60970/ http://eprints.utm.my/id/eprint/60970/1/NurulAmirahYazidMFAB2016.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:94002 masters Universiti Teknologi Malaysia, Faculty of Built Environment Faculty of Built Environment
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	TH Building construction
spellingShingle	TH Building construction Yazid, Nurul Amirah Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
description	This study reviews on the multi-projected image of a tourism destination through travel perception of domestic visitor and how the variety range of tourism attractions within a destination can be concluded to determine the actual image of that particular destination. In view of little research about how visitors formulate destination image, this study is executed with aim to determine the actual image of Kota Tinggi district supported with the objectives of identifying visitor travel motivation, evaluating visitor travel behaviour, and examining visitor travel perception towards Kota Tinggi district. Kota Tinggi district is chosen as the study area due to its multiple projected tourism images with its variety range of tourism attractions. Kota Tinggi district is currently branded as “Historical Tourism District” but visitor choice of attraction is more towards the natural resources within the destination. A suitable promotion of this destination topped with upgrading better tourism services and facilities deemed essential to cater the need of tourist and reach potential visitors. A series of questionnaire is distributed to domestic visitors of Kota Tinggi district. The results showed that the highest visitor’s motivation in visiting Kota Tinggi district is to rest and relax (38.1%) and nature elements (47.01%) of Kota Tinggi district attract them the most. In planning their trip based on recommendations of friend and relatives (42.7%), the result also shows that Desaru (22.9%), Tg. Balau (16.8%), and Kota Tinggi waterfall (12.3%) are among the attractions that have high percentage of visitor arrival. Visitors also pictured of beaches and waterfall (36.0%) the most when thinking of Kota Tinggi (cognitive image) and felt peaceful and relaxing (48.7%) atmosphere during their actual visit to Kota Tinggi (affective image). As a whole, both cognitive image and affective image complement one another, supported by the visitor’s motivation and travel behaviour making Kota Tinggi destination image deviates more towards nature than historical. This study concludes that the affective image component perceived by visitor can be used as a tool by marketers to position tourism destinations in more effective way.
format	Thesis
qualification_level	Master's degree
author	Yazid, Nurul Amirah
author_facet	Yazid, Nurul Amirah
author_sort	Yazid, Nurul Amirah
title	Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
title_short	Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
title_full	Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
title_fullStr	Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
title_full_unstemmed	Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor
title_sort	domestic visitor travel perception in determining destination image of kota tinggi district, johor
granting_institution	Universiti Teknologi Malaysia, Faculty of Built Environment
granting_department	Faculty of Built Environment
publishDate	2016
url	http://eprints.utm.my/id/eprint/60970/1/NurulAmirahYazidMFAB2016.pdf
_version_	1747817773408452608

Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor

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