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Tourist behavioral loyalty: a comparison of first-time and repeat tourist in the UNESCO World Heritage Site (WHS) in Malaysia


Citation

Ab Karim, Muhammad Shahrim and Leong, Quee Ling (2019) Tourist behavioral loyalty: a comparison of first-time and repeat tourist in the UNESCO World Heritage Site (WHS) in Malaysia. Ottoman : Journal of Tourism & Management Research, 4 (2). pp. 477-496. ISSN 2149-6528

Abstract

The present study aims to investigate the structural relationships among food involvement, food knowledge, food experience, food image, destination image, overall satisfaction and behavioral loyalty across first-time and repeat tourist groups from the perspective of food tourism. The study also examines if differences exist in these variables across the two groups of tourists. The „catch-as-catch-can‟ technique was used to sample international tourist in Melaka and George Town, Malaysia. A total of 1200 questionnaires were collected on-site and 75% of the total was randomly picked using SPSS, resulting in 868 responses analyzed. The two-step approach of structural equation modeling (SEM) was used to accomplish the study objectives. The t-test analysis demonstrated that repeat tourists expressed significantly higher food knowledge and behavioral loyalty than first-time tourists. The SEM results revealed that the structural model differed across first-time and repeat customers. This research contributes to the theoretical understanding of behavioral loyalty process across first-time and repeat tourists in the World Heritage Site (WHS) of Malaysia from the food perspective.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.26465/ojtmr.2018339523
Publisher: Sinop: Mustafa Daşkın
Keywords: Past experience; Food behavior; Behavioral loyalty; Food image; Destination image
Depositing User: Mr. Sazali Mohamad
Date Deposited: 26 Aug 2020 04:26
Last Modified: 26 Aug 2020 04:26
Altmetrics: http://www.altmetric.com/details.php?domain=psair.upmedu.my&doi= 10.26465/ojtmr.2018339523
URI: http://psasir.upm.edu.my/id/eprint/82658
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