EMPIRICAL EVIDENCE FROM THE TOURISM INDUSTRY ON THE FACTORS THAT AFFECT TOURIST DESTINATION SATISFACTION

Abstract

This study examines variables in explaining the factors that affect tourist destination satisfaction among local tourists in Langkawi, Malaysia. The objectives of this study include examining the relationship between natural environment and tourist destination satisfaction, examining the relationship between cultural and historical environment and tourist destination satisfaction, and examining the relationship between infrastructure and tourist destination satisfaction. This quantitative study incorporated a convenience sampling technique where the responses were taken from 275 respondents among local tourists in Malaysia through an online survey. Pearson Correlation was used in this research to investigate the relationship between the natural environment and tourist destination satisfaction, the relationship between cultural and historical environment and tourist destination satisfaction, and the relationship between infrastructure and tourist destination satisfaction. The result shows there were high positive relationship between the natural environment and cultural and historical environment with tourist destination satisfaction, while the infrastructure factor has low positive correlation with tourist destinations satisfaction.

Keywords

• natural environment
• cultural and historical environment
• infrastructure
• tourist satisfaction