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The effect of destination image and personality towards destination choice: a study of Maldives

Tourism is one of the utmost important industry in the Maldives. However, there is a little known about the important factors that affect destination choice, especially in the context of Maldives. Hence, the fundamental objective of this study is to examine crucial factors affecting destination choi...

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Main Authors: Haque, A. K. M. Ahasanul, Tarofde, Arun Kumar, Sheneen, Aishath, Uddin, Bashir, Sharif, Sultan Rahaman
Format: Article
Language:English
English
Published: Islamic Azad University (IAU), Iran 2018
Subjects:
HF5001 Business. Business Administration
Online Access:http://irep.iium.edu.my/68632/1/Tourism%20Paper%20%28Maldives%29%20IJM%26BR%20%28Scopus%29%202018.pdf
http://irep.iium.edu.my/68632/7/68632_The%20effect%20of%20destination%20image_scopus.pdf
http://irep.iium.edu.my/68632/
http://ijmbr.info/archives.php?volume=8&issue=3&page=3
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spelling my.iium.irep.686322019-07-11T01:40:01Z http://irep.iium.edu.my/68632/ The effect of destination image and personality towards destination choice: a study of Maldives Haque, A. K. M. Ahasanul Tarofde, Arun Kumar Sheneen, Aishath Uddin, Bashir Sharif, Sultan Rahaman HF5001 Business. Business Administration Tourism is one of the utmost important industry in the Maldives. However, there is a little known about the important factors that affect destination choice, especially in the context of Maldives. Hence, the fundamental objective of this study is to examine crucial factors affecting destination choice. Based on the theory and extensive literature review, this study developed a conceptual model with two independent, one mediating and dependent variables. Five hypothesizes were developed and proposed to test. A cross-sectional and structured questionnaire based research design was applied and was able to collect from 220 international tourists in Maldives. Structural Equation Modelling was applied to test the hypothesis and results indicated that both, destination personality and choice has direct effect on both destination choices in the Maldivian context. Additionally, results also indicated that destination brand significantly mediate the relationship between independent and dependent variables. This study provides an in-depth understanding about the tourist destination choice behavior, which eventually helps this industry to develop destination brand and attract more international tourist in Maldives. Moreover, this study is one of the very few that investigate in the Maldives, which contribute new knowledge this context. Islamic Azad University (IAU), Iran 2018-06 Article PeerReviewed application/pdf en http://irep.iium.edu.my/68632/1/Tourism%20Paper%20%28Maldives%29%20IJM%26BR%20%28Scopus%29%202018.pdf application/pdf en http://irep.iium.edu.my/68632/7/68632_The%20effect%20of%20destination%20image_scopus.pdf Haque, A. K. M. Ahasanul and Tarofde, Arun Kumar and Sheneen, Aishath and Uddin, Bashir and Sharif, Sultan Rahaman (2018) The effect of destination image and personality towards destination choice: a study of Maldives. International Journal of Management and Business Research, 8 (3). pp. 237-250. http://ijmbr.info/archives.php?volume=8&issue=3&page=3
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic HF5001 Business. Business Administration
spellingShingle HF5001 Business. Business Administration
Haque, A. K. M. Ahasanul
Tarofde, Arun Kumar
Sheneen, Aishath
Uddin, Bashir
Sharif, Sultan Rahaman
The effect of destination image and personality towards destination choice: a study of Maldives
description Tourism is one of the utmost important industry in the Maldives. However, there is a little known about the important factors that affect destination choice, especially in the context of Maldives. Hence, the fundamental objective of this study is to examine crucial factors affecting destination choice. Based on the theory and extensive literature review, this study developed a conceptual model with two independent, one mediating and dependent variables. Five hypothesizes were developed and proposed to test. A cross-sectional and structured questionnaire based research design was applied and was able to collect from 220 international tourists in Maldives. Structural Equation Modelling was applied to test the hypothesis and results indicated that both, destination personality and choice has direct effect on both destination choices in the Maldivian context. Additionally, results also indicated that destination brand significantly mediate the relationship between independent and dependent variables. This study provides an in-depth understanding about the tourist destination choice behavior, which eventually helps this industry to develop destination brand and attract more international tourist in Maldives. Moreover, this study is one of the very few that investigate in the Maldives, which contribute new knowledge this context.
format Article
author Haque, A. K. M. Ahasanul
Tarofde, Arun Kumar
Sheneen, Aishath
Uddin, Bashir
Sharif, Sultan Rahaman
author_facet Haque, A. K. M. Ahasanul
Tarofde, Arun Kumar
Sheneen, Aishath
Uddin, Bashir
Sharif, Sultan Rahaman
author_sort Haque, A. K. M. Ahasanul
title The effect of destination image and personality towards destination choice: a study of Maldives
title_short The effect of destination image and personality towards destination choice: a study of Maldives
title_full The effect of destination image and personality towards destination choice: a study of Maldives
title_fullStr The effect of destination image and personality towards destination choice: a study of Maldives
title_full_unstemmed The effect of destination image and personality towards destination choice: a study of Maldives
title_sort effect of destination image and personality towards destination choice: a study of maldives
publisher Islamic Azad University (IAU), Iran
publishDate 2018
url http://irep.iium.edu.my/68632/1/Tourism%20Paper%20%28Maldives%29%20IJM%26BR%20%28Scopus%29%202018.pdf
http://irep.iium.edu.my/68632/7/68632_The%20effect%20of%20destination%20image_scopus.pdf
http://irep.iium.edu.my/68632/
http://ijmbr.info/archives.php?volume=8&issue=3&page=3
_version_ 1643619810037202944
score 13.211869

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