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Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia

Factors influencing the tourists’ intention to select sustainable tourism destination: a case... PurposeThe purpose of this paper is to examine the factors of environmental attitude, motivation, destination image, word-of-mouth, and perceived service quality to predict the tourists’ intention to select sustainable tourist destination. It also aims to investigate the moderating effect of knowledge on the relationship between environmental attitude and the tourists’ intention to select sustainable tourist destination.Design/methodology/approachUsing survey design, 300 self-administrated questionnaires (both online/hard copy) were distributed to both local and international tourists at different tourism locations in Penang state in Malaysia. A total of 161 questionnaires were returned and analysed by using SPSS and smart PLS software.FindingsThe findings found that environmental attitude, motivation, and word-of-mouth significantly influenced the tourists’ intention to select sustainable tourism destination, while destination image and perceived service quality have not a significant influence in this study. Furthermore, this study proved that knowledge negatively moderates the positive effect of the environmental attitude on tourists’ intention to select sustainable tourism destination.Research limitations/implicationsThe findings offer important managerial implications for managers of tourism destinations and decision makers in understanding what motivates influence tourists’ intention in selecting sustainable tourism destination. The research scope was limited to convenient sampling and one city (Penang). Thus, the results could not be generalised to all Malaysia or other countries.Originality/valueThis research contributes to extending knowledge in sustainable tourism destination in the context of emerging markets, especially Malaysia. Moreover, this study found a way to examine the relationship between the environmental attitude and tourists’ intention to select sustainable tourism destination. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Cities Emerald Publishing

Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2056-5607
DOI
10.1108/IJTC-11-2016-0049
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the factors of environmental attitude, motivation, destination image, word-of-mouth, and perceived service quality to predict the tourists’ intention to select sustainable tourist destination. It also aims to investigate the moderating effect of knowledge on the relationship between environmental attitude and the tourists’ intention to select sustainable tourist destination.Design/methodology/approachUsing survey design, 300 self-administrated questionnaires (both online/hard copy) were distributed to both local and international tourists at different tourism locations in Penang state in Malaysia. A total of 161 questionnaires were returned and analysed by using SPSS and smart PLS software.FindingsThe findings found that environmental attitude, motivation, and word-of-mouth significantly influenced the tourists’ intention to select sustainable tourism destination, while destination image and perceived service quality have not a significant influence in this study. Furthermore, this study proved that knowledge negatively moderates the positive effect of the environmental attitude on tourists’ intention to select sustainable tourism destination.Research limitations/implicationsThe findings offer important managerial implications for managers of tourism destinations and decision makers in understanding what motivates influence tourists’ intention in selecting sustainable tourism destination. The research scope was limited to convenient sampling and one city (Penang). Thus, the results could not be generalised to all Malaysia or other countries.Originality/valueThis research contributes to extending knowledge in sustainable tourism destination in the context of emerging markets, especially Malaysia. Moreover, this study found a way to examine the relationship between the environmental attitude and tourists’ intention to select sustainable tourism destination.

Journal

International Journal of Tourism Cities – Emerald Publishing

Published: Dec 4, 2017

References

  • Factors affecting the selection of tour destination in Bangladesh: an empirical analysis
  • Environmental comprehension and participation of Malaysian secondary school students
  • The theory of planned behaviour