The magnetic pull of perception: Exploring the unseen forces behind travel intentions
List of Authors
  • S Azrin Abd. Razak , Sharfika Raime

Keyword
  • Expectancy-Value Theory, Intention to Visit, Perceived Destination Attraction, Perceived Destination Image, Perceived Value

Abstract
  • This study investigates the factors influencing tourists’ intention to visit Mersing, focusing on perceived destination attraction, perceived destination image, and perceived value. Using regression analysis, the research aims to identify which variables most significantly affect tourists’ travel intentions. The results reveal that perceived destination attraction has a strong and statistically significant impact on the intention to visit, with a Pearson correlation coefficient of 0.796 and a T-value greater than 1.960. In contrast, perceived destination image did not show a significant effect on the dependent variable, with a T-value below 1.960 and a p-value above 0.001. The model explains 63.3% of the variance in intention to visit, leaving 36.7% unexplained. This indicates that other variables may influence tourists' decision-making processes. The study highlights the need for future research to explore additional factors such as perceived safety, accessibility, and social influences, and to refine measurement approaches for perceived destination image. The findings suggest that while destination attraction is a strong predictor of travel intention, broader contextual and methodological considerations are necessary for a more comprehensive understanding of tourist behaviour.

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