Factors influencing tourist's loyalty : Melaka River Cruise

Tourist satisfaction is the key factor of successfulness in tourist industry. This is extremely important to clarify; which dimensions affect the satisfaction in tourist industry. This study was trying to explore factors that lead to tourist's loyalty in terms of choice tourist destinations. This study was conducted three stages of data analysis for instance: descriptive statistics, exploratory factor analysis; and multiple regression analysis to test the hypothesis. Multiple Regressions was employed to identify the relationship among the variables. Results showed that Destination Image, Perceived Value and Service Quality have a positive relationship with tourist loyalty on tourist destination in Me/aka River Cruise. Explore of significant factors influencing tourist satisfaction for making strategic marketing plans to encourage tourists to visit in Malaysia. Incompletion, the outcome of this study provides a useful source of information for global marketers to understand and satisfaction, finally positive loyalty towards tourism destination in Malaysia Consequently, a review on the existing literature was conducted by this study and a model was presented including four variables and three causal hypotheses