Destination attributes that attract international tourists to visit Pangkor Island

Abstract

The purpose of this study is to identify Pangkor Island’s important destination attributes. This study also examine how and to what extent Pangkor Island’s important destination attributes impact on international tourists’ decision on choosing Pangkor Island as their destination. A model adapted from Nguyen Cong Tien (2008) and Lichen Zhou (2005) was established to express how these important attributes impact on the selection of destination, destination image variable and through the perceived satisfaction with important attributes, affect the intention of international tourists to revisit Pangkor Island in the future. Data was collected from 180 international tourists who travelled to Pangkor Island. The result of this empirical study identified 9 important attributes of Pangkor Island from the analysis of quantitative data using the statistical techniques. Eight of these nine important attributes and destination image of Pangkor Island were found significantly important to destination selection of international tourists. The results also show that, the eight Pangkor Island’s attributes revealed different importance levels in influencing tourists’ destination decision making, formation of Pangkor Island’s overall image, and the tourists’ satisfaction level with their trip to Pangkor Island. This study presents a clear picture of the destination attributes that attract international tourists to visit Pangkor Island. Some recommendations are proposed to the Pangkor Island authorities relating to tourism promoting programs of Pangkor Island.