Resources Confirmation for Tourism Destinations Marketing Efforts Using PLS-MGA: The Moderating Impact of Semirural and Rural Tourism Destination
This study presents a framework to empirically validate the relationship between the tangible and intangible measures on tourism destination marketing efforts. Uniquely, a case study was developed involving two different nature of tourism destinations (semirural and rural) and is incorporated int...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI
2020
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/31463/1/Resources%20Confirmation%20for%20Tourism%20Destinations%20Marketing%20Efforts%20Using%20PLS-MGA%20The%20Moderating%20Impact%20of%20Semirural%20and%20Rural%20Tourism%20Destination.pdf http://ir.unimas.my/id/eprint/31463/ http://www.mdpi.com/journal/sustainability |
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| Summary: | This study presents a framework to empirically validate the relationship between the
tangible and intangible measures on tourism destination marketing efforts. Uniquely, a case study
was developed involving two different nature of tourism destinations (semirural and rural) and
is incorporated into the framework to assess its moderating effect on the relationships among the
predictors and destination marketing efforts. Two hundred and ninety-three usable responses were
collected using a questionnaire survey. Partial least squares structural equation modelling was utilized
to perform latent variable and multi-group analyses (MGA). The findings revealed that destination
appeal was found to be the biggest concern among tourists visiting semirural and rural tourism
destinations in Sarawak. For intangible components, both service quality and destination image were
found to be significantly related to destination marketing efforts at a semirural tourism destination.
Interestingly, for MGA results, it was worthwhile to learn that the relationship between service
quality and destination marketing efforts happened to have a stronger impact on semirural than rural
tourism destination. Hence, the proposed framework and research findings from this case study have
provided significant insights that help various tourism stakeholders to better strategize and position
semirural and rural tourism, particularly in the scenario of Sarawak, Malaysia. Future studies can
examine this framework and test at other tourism destinations in Malaysia or in some other countries. |
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