The Effects of Destination Image and Perceived Risk on Revisit Intention: A Study in the South Eastern Coast of Sabah, Malaysia

Authors

  • Amran Harun Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia
  • Amat Obong Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah
  • Abdul Wahid Mohd Kassim Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah
  • Jaratin Lily Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah

Keywords:

Destination Image, Perceived Risk, Revisit Intention, Sabah, Malaysia

Abstract

This study investigated the effects of destination image and perceived risk on revisit intention in the South Eastern Coast of Sabah, Malaysia. A total of 171 questionnaires were collected from international tourists through a self-administered questionnaire. The result of this study identified that three dimensions of destination image (travel environment, natural attraction, entertainment, and events) had significant effects on revisit intention. However, perceived risk was not important to the tourists’ revisit intention. The findings have implications on the tourism industry, especially for key players such as the tourism board and travel companies. It also serves as a reference to destinations with a similar risk background.

Author Biographies

Amran Harun, Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia

Amran Harun (PhD.) is an Associate Professor in Marketing at Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia.  His areas of research interest are Brand Management, Agricultural Marketing, and Tourism Marketing. He has published academic papers in both local and international journals. He has supervised some MBA, MBuss and Ph.D. students in the field of marketing. 

Amat Obong, Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah

Amat Obong is a postgraduate student at Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia

Abdul Wahid Mohd Kassim, Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah

Abdul Wahid Mohd Kassim is a senior lecturer at Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah (UMS), Malaysia. His teaching and research interests lie in Business Management and Accounting.

Jaratin Lily, Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah

Jaratin Lily is a senior lecturer at the Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah (UMS), Malaysia. His research interests are International Business and International Finance.

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Published

2018-09-01

How to Cite

Harun, A., Obong, A., Kassim, A. W. M. and Lily, J. (2018) “The Effects of Destination Image and Perceived Risk on Revisit Intention: A Study in the South Eastern Coast of Sabah, Malaysia”, e-Review of Tourism Research, 15(6). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/263 (Accessed: 29 April 2024).

Issue

Vol. 15 No. 6 (2018)

Section

Articles

License

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