Monday, June 3, 2019

Research On Destination Image And Perceived Expectation Tourism Essay

Research On Destination Image And Perceived Expectation Tourism demonstrateINTRODUCTIONBack groundTourism can be define as the activities of people traveling from their resident awkward to another not more than one conservative year in charge for leisure, business, knowledge and other purpose.In the early period of time when holidaymakerry was introduce, it was only the rich and fewer educated ones that love adventure travel to explore the other country culture as a phaeton, so touristry then is not prevalent and can not generate much money for a country but as time go on tourism started to come into limelight to the period that it serve as a major sector of income to some country.Tourism is growing very fast nowadays in the world to the extent that the world group it as the second largest sector of economy that generate income for country in the world. According to (WTO) world tourism organization, the sector has become a competitive sector in the world among different cou ntry of the world. Tourism business has grown to some level that some developed and developing countries homogeneous Greece depend on tourism as source of income for their country. They depend solely on it to develop the economy, create employments, and reduce poverty line of the people. All country now designs their region, cities, and state to attract tourist and tourist investor to their terminus in order to compete in the tourism industries.Apart from developing the economy of a country, tourism also give room for country culture to come into limelight. Tourists being major focus in conclusion have impact on the address itself and the product in that destination. The tourists presence in that destination improved the aw areness of the place digit.Destination image, this has to do with the tourists cognizances of products from a particular country, on their perceptions of the countrys action and marketing strengths and weaknesses.(Roth Romeo, 1992). Tourists are meant to evaluate a destination and in this bidding different tourist come up with different information about that destination which is very important in improving or damaging the image of a destination. Tourist are bourn to infer about a destination image and their inference about the value of a destination serve as a quality indicator, the combination of the information or judgment break to overall evaluation of the destination satisfaction which lead to client loyalty(Manrai, 1998,p.594).Furthermore, any tourist destination that was able to gain the loyalty of tourist, the destination testament be at the advantage because the tourist ordain result to recommending that destination to other.Successful tourism can increase the receipt of the tourist in a destination it can also increase income, government revenue, and employment. Attracting tourist to revisit and recommend it for others is very important in the success of a destination. (Chen and Tsai,2007).Malaysia was successful in change magnitude the number of tourist over the year among which is Nigeria tourist are included with the recorded number by (WTO) world tourism organization which rake Malaysia 9th site with 23 .6m among the top ten most visited country in the world. These was based on the Malaysia success in gaining the loyalty of the tourist and good destination image they have with the tourist, that is why Malaysia was able to attain this goal. Looking at the figure some years back the number is not up to this but either year the figure keep increase, this also apply to Nigerian tourist in Malaysia, 2009 Malaysia recorded over10,000 Nigeria tourists and ever year the number keeps increasing. The look is looking at these increase in number of Nigerian tourist which is kindredly related to the destination image of Malaysia that has influence on recognize expectation of the Nigerian tourist, severalise from Chen Tsai, 2007.Destination image have two major influence on tourist behavior, the f irst one is the power to influence destination choice close making and the second one is the after decision making behavior of the tourist on the destination, experience, evaluation and satisfaction which lead to revisit and recommendation of the tourism destination. Good impression of the destination image brings about loyal tourist, recommendation and revisiting of the destination and it will positively develop the tourism sector. Thus, the positive experience the tourist have on the product, services, food, hotel, hospitality of the people and other will facilitate the revisit or recommendation of the destination.Word of sing information help staggeringly in developing the image of a destination because it could produce another tourist visit to that destination or revisit.In order words, word of mouth and recommendation by the first timer visit to a place is the most reliable source of information of a destination. However, there is no look into that have look into image desti nation with perceive expectation, this research is going to address how destination image influence perceived expectation of Nigerian tourist and also test if destination image have influence on the increase of Nigeria tourists over the years.1.2 Purpose of the studyThe aim of this proposed study is to identify the large image formation and it impact on Nigerian tourists satisfaction. Find out the kindred between destination image Nigerian tourist perceived expectation, perceive quality, tourists satisfaction and tourist loyalty. Using structural equation model (SEM) by empirically viewing Nigeria education tourist in Malaysia (Students) in particular as the major respondent.1.3 Problem statement of the studyThe existing literatures shows that tourism researchers have traditionally focused on issues that relate to the demand sides of the tourist motivations and few behavioural patterns mainly to discover the reasons that made tourists visit a particular destination (Chen and Tsai, 2007 Alcaniz et al., 2005). Looking at the imaginary image of tourists it calls for the need to empirically establish the true travel experience of Nigerian tourists in Malaysia. This is sequel to various industry reports in Malaysia that have been consistently negatively painting Nigerian tourists on issues like scams, black money, kidnapping, money laundering etc (Romance scam, 2010 NOTE (Ernest, 2009). Interestingly, despite these negative public images of Nigerian tourists in Malaysia, the country has continuously witnessed a sharp increase in Nigerian tourists to Malaysia (Sirat et al., 2010 Sirat, 2005).Image as a dynamic concept has been argued as an effective means of comparing and analyzing historical and contemporary issues in travel literature, specially how changes in tourist visitations have positively or negatively impacted tourism development of a society (Turel and Serenko, 2006). Arguably, tourist researchers has discovered and emphasized that the rummy image of any destination has been developed in recent times through the creative use of imagery (Andriotis et al., 2008 Meng et al., 2008 Bowen and Clarke, 2002). This is because tourism suppliers have been strategically apply such imagery in differentiating their products and invoking existential desires in the minds of their current and potential visitors (Sirgy et al., 2010 Gil and Ritchie, 2008). (Hudman and Johnson1994) second edition geography of travel and tourism. Hence, the uniqueness and diversity of the tourism products in the modern economy practically demand that destinations should cater for a wider array of tourist interests, by constantly repackaging their products and re-imaging their destination along tourist demand and behaviors (Chen and Tsai, 2007). Grounded in these areas of research is (Fornell et al1996). That have empirically tested and established perceived expectation, perceived quality and perceived value as the antecedents of customer satisfaction and customer complaints and customer loyalty as the consequences of customer satisfaction across industry. Similarly, Gil and Ritchie (2008), Chen and Tsai (2007) and Alcaniz et al (2005) have all separately emphasized that the ability of travel providers to efficiently match tourist perceptions with their own perceptions would lead to a more effective and productive consumer centric marketing and further confirms the relevance of image in providing the required authorized visitor experiences.Base on the practical and theoretical pastes mentioned above, this study aims to examine Nigerian tourists experiences, by relating the concepts of image with the authenticity of their visits. This study proposes to breach the theoretical gap as emphasized by Chen and Tsai (2007) that difference between imagery and experience could positively or negatively impact travelers satisfaction.1.4 Research objectivesThis study will research on destination image and perceived expectation that lead to perceive qua lity, tourists satisfaction which resulted to customer loyalty. The research objective will be listed belowTo study the destination image, and tourist satisfactionTo study the tourist perceive expectation of the destination image which lead to tourist loyaltyTo look into the relationship between destination images, perceived expectation, perceive quality and satisfaction that help in gaining the tourist loyalty.To recommend and give suggestion on how to keep the success and improve the destination image for the tourist to keep being loyal to the destination.1.5 Research questionsThis research is going to ask these questionsWhat could be the perception of Nigerian tourist on Malaysia as a destination, satisfaction and loyalty of Nigerian tourist?What is the perceived expectation of Nigerian tourist on the destination image?What are the relationship between destination image, perceived expectation, perceive quality, satisfaction and customer loyalty?What are the suggestions needed to continually improve the tourist satisfaction on destination?1.6 Scope and limitation of the researchThe focus of this research is limited to the tourism industry, where selected literatures, handbooks, travel books, geography of travel and tourism book, Asians statistic year book, and (WTO) world tourism organization report. Malaysia ministry of tourism staffs will be contacted to get report on Nigerian tourist in Malaysia, Nigerian students and staff of Nigerian immigration embassy will be investigated with a set of sampling technique to explore the reason why Nigerian number keeps increasing in Malaysia.The research was to study the pre-visit, during visiting, and post-visit perception and satisfaction of the Nigerian tourist on the destination site. According to Malaysia tourism ministry over 10,000 Nigerians are now in Malaysia, which means that the number of Nigerians tourist is increasing every year despite the bad name given to them, that means that with the level of hostili ty towards Nigerians tourists in Malaysia they are still satisfied or not.Therefore, the research will focus on how Malaysia tourism industry was able to satisfied and meet up with the expectation of Nigerians tourist that make them chose Malaysia as their destination why not other Asia country e.g., India. Sample respondent will be chosen among the student to answer the questionnaire.1.7 Research procedureThe research procedure is the process the research study will take to solve the research question and arrived at expected result. More so, some literature of the research will be collected and review with major emphasis on image formation, tourists satisfaction, perceive expectation and tourists loyalty. Questionnaire will be design base on the construct from the scheme and according to the previous study.

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