The Effect of Destination Image Towards Memorable Tourism Experience and Revisit Intention in Sarawak, Malaysia

Abstract

The tourism sector has been a major contributor in many nations around the world, especially from the economic perspective. However, Sarawak has fallen behind in terms of development and political stability. This study attempts to ascertain how destination image affects tourists’ memorable tourism experience and revisit intention based on their thoughts and opinions. Survey data was collected from 200 tourists who visited the top 5 attractions in Sarawak. WarpPLS 8.0 was utilised to analyse the proposed relationship among the present variables. The results revealed that culture, history and art, as well as political and economic factors of destination image, are positively related to memorable tourism experience. In addition, memorable tourism experience is positively related to revisit intention. The findings revealed that enhancing the destination image of Sarawak can improve memorable tourism experience for both domestic and international tourists and impact their revisit intention. The findings of this study provide an opportunity for authorities and tourism providers to concentrate on cultural preservation and the importance of political stability in Sarawak.