Inbound Tourism In Malaysia: Unlocking the potential traveling experience of European and Oceanian Tourists

Mazni Saad; Samshul Amry  Abdul Latif; Rafidah  Sahar; Mohmed Razip Hasan; Ejaz Ahmed Mian

doi:10.21834/ebpj.v7i21.3710

Authors

Mazni Saad Kulliyyah of Languages and Management, International Islamic University Malaysia, Pagoh Edu Hub KM1, Jalan Panchor, Pagoh 84600 Muar, Johor, Malaysia http://orcid.org/0000-0001-9621-7447
Samshul Amry Abdul Latif Kulliyyah of Languages and Management, International Islamic University Malaysia, Pagoh Edu Hub KM1, Jalan Panchor, Pagoh 84600 Muar, Johor, Malaysia
Rafidah Sahar Kulliyyah of Languages and Management, International Islamic University Malaysia, Pagoh Edu Hub KM1, Jalan Panchor, Pagoh 84600 Muar, Johor, Malaysia
Mohmed Razip Hasan Islamic Tourism Centre Ministry of Tourism, Arts and Culture Malaysia,13th Floor, No.2, Tower 1, Jalan P5/6, Precinct 5, 62200 Putrajaya, Malaysia
Ejaz Ahmed Mian School of Business & Health Management, Dow University of Health Sciences, Pakistan

DOI:

https://doi.org/10.21834/ebpj.v7i21.3710

Keywords:

eWOM, Malaysia, Memorable Travelling Experience, Revisit Intentions

Abstract

This study explores the memorable traveling experience (MTE) of 143 tourists from Europe and Oceanian in Malaysia. The researchers conducted a survey to investigate the factors that influence their revisit intention to Malaysia as an attractive destination. Partial least square structural equation modeling (SEM-PLS) results indicated that tourist attitudes, destination images, electronic Word of Mouth (eWOM), and perceived quality have positive and significant influences on travel intention. However, the eWOM failed to mediate the tourists' attitudes, perceived quality, and destination image towards their revisit intentions.

Author Biography

Mazni Saad, Kulliyyah of Languages and Management, International Islamic University Malaysia, Pagoh Edu Hub KM1, Jalan Panchor, Pagoh 84600 Muar, Johor, Malaysia

Tourism Planning and Hospitality Management

Assistant Professor

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