Effects of the Malaysian Travel Destination Brand Image on Tourist Satisfaction and Destination Loyalty

The main aim of this research was to ascertain the image of Malaysia as a travel destination among European Tourists. The approach used in the study was to develop destination loyalty, satisfaction and destination image structural models for first-time and repeat-visit tourists. Tourist satisfaction was treated as the mediating construct. The data was collected using survey method. Structural equation modelling (SEM) technique was employed to investigate the relationships amongst the constructs in the proposed theoretical framework. The findings of the study suggested that destination image and tourist satisfaction influenced destination loyalty for both first-time and repeat-visit tourists. Tourist satisfaction was empirically proven to have a full mediating effect on the relationship between destination image and loyalty for the both groups of tourists. The study proposed that the image of nature-based tourism should become the major selling point of Malaysia as a travel destination