Domestic visitor travel perception in determining destination image of Kota Tinggi District, Johor

This study reviews on the multi-projected image of a tourism destination through travel perception of domestic visitor and how the variety range of tourism attractions within a destination can be concluded to determine the actual image of that particular destination. In view of little research about how visitors formulate destination image, this study is executed with aim to determine the actual image of Kota Tinggi district supported with the objectives of identifying visitor travel motivation, evaluating visitor travel behaviour, and examining visitor travel perception towards Kota Tinggi district. Kota Tinggi district is chosen as the study area due to its multiple projected tourism images with its variety range of tourism attractions. Kota Tinggi district is currently branded as “Historical Tourism District” but visitor choice of attraction is more towards the natural resources within the destination. A suitable promotion of this destination topped with upgrading better tourism services and facilities deemed essential to cater the need of tourist and reach potential visitors. A series of questionnaire is distributed to domestic visitors of Kota Tinggi district. The results showed that the highest visitor’s motivation in visiting Kota Tinggi district is to rest and relax (38.1%) and nature elements (47.01%) of Kota Tinggi district attract them the most. In planning their trip based on recommendations of friend and relatives (42.7%), the result also shows that Desaru (22.9%), Tg. Balau (16.8%), and Kota Tinggi waterfall (12.3%) are among the attractions that have high percentage of visitor arrival. Visitors also pictured of beaches and waterfall (36.0%) the most when thinking of Kota Tinggi (cognitive image) and felt peaceful and relaxing (48.7%) atmosphere during their actual visit to Kota Tinggi (affective image). As a whole, both cognitive image and affective image complement one another, supported by the visitor’s motivation and travel behaviour making Kota Tinggi destination image deviates more towards nature than historical. This study concludes that the affective image component perceived by visitor can be used as a tool by marketers to position tourism destinations in more effective way