Importance-Satisfaction Analysis for Tourism Attributes in Malaysia by Visitors’ Country of Origin

• 발행기관: 한국문화관광학회
• 저자명: Siti Aznor Ahmad Kalsom Kayat Shaharuddin Tahir
• 간행물 정보: 『문화관광연구』제11권 제2호, 73~90쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.12.31

영문 초록

Millions of dollars are spent each year in marketing Malaysia by various tourism bodies. Rigorous marketing may assist in bringing tourists to a destination, but a good experience can be a more effective way of “marketing” a destination through words-of-mouth or words-of-mouse. Therefore, it is important for the tourism authority to understand the importance of tourism attributes of a destination to ensure good experiences and satisfaction of the tourists. This paper presents findings from an exploratory study undertaken by the authors which focuses on the levels of tourists’ expectation and satisfaction of twelve tourism attributes in Malaysia. The analysis are divided into markets by 7 regions; South East Asia, East and South Asia, Middle East, Oceania, Europe, Americas and Africa. Implications from the findings are also discussed.

목차

[ABSTRACT]

Introduction

Tourist Satisfaction

Survey Method and Data Collection

Data Analysis

Importance-Satisfaction Analysis (ISA)

Gap Method

Findings

Results from Importance-Satisfaction Analysis and Gap Method

Conclusions

References

키워드

Importance-Satisfaction Analysis Tourism Attributes Malaysia Visitor’s Country of Origin