Factors That Influence Tourist Satisfaction And Loyalty When Travelling In Sarawak

Sarawak is located on the Borneo’s island and the state possesses vast opportunity to generate more revenues to the managers, marketers and practitioners particularly in tourism. This empirical study investigated the factors that influence the customers’ loyalty and satisfaction. The factors are more related to the customers’ perspectives which are perceived value, perceived quality, destination image, tourist expectation, tourist expectation and motivation. In addition, the antecedents of this research are the tourists’ loyalty and satisfaction. 200 sets of questionnaires were distributed by using the convenience sampling method. SmartPLS and SPSS were applied to test the validity and reliability of the hypotheses whether they are supported or not supported. The results provided new perspective in the area of tourism in Malaysia. Nevertheless, the limitations of the study are also explained in this study