Investigating the effect of destination image on revisit intention through tourist satisfaction in Laguna Redang Island Resort, Terengganu

Abstract

Tourism is a prominent and rapidly expanding sector that plays a pivotal role in driving global economic development. Extensive scholarly literature exists on the influence of destination image on tourists' future behavior, with a particular focus on coastal tourism destinations. However, there remains a scarcity of studies examining this research topic within the context of Malaysia. Consequently, this paper aims to address this gap by investigating the relationship between the destination image of Laguna Redang Island Resort, one of the most renowned resorts situated on Redang Island, Terengganu, and tourist satisfaction and revisitation intentions. To achieve this objective, a cross-sectional quantitative survey was conducted, gathering 361 valid responses from both local and international tourists who were residing at Laguna Redang. The collected data were subsequently analyzed using Smart PLS. The study's findings regarding the impact of the destination image are thoroughly discussed, alongside practical implications that pertain to destination management organizations. Significantly, this study contributes both theoretically and empirically to the body of knowledge surrounding destination image, enhancing our comprehension of its influence on revisitation intentions. Furthermore, it assists in guiding the management activities of Laguna Redang Island Resort, aiding in the reconstruction of the resort's image as a secure and desirable destination for all types of travelers.