Changes of city image in Kuala Lumpur

Abstract

Previous studies on destination image have attempted to capture the differences in destination perceive image between the before and after trips. However, not much study has focused on the during-visit perceived image. This is crucial as to how the tourists actually experience the destination is when they actually visit the destination. The study aims to explore the actual image and image changes at each stage perceived by tourists. A total of 384 international tourists participated in the study involving two stages, using questionnaire and VEP techniques in Kuala Lumpur (KL). Volunteer Employed Photographer (VEP) techniques were used in capturing affective elements of the destination. Finding shows that international tourists perceived KL differently before and during visitation. Before visitation, cognitive and affective images of tourists differed according to their demography, information sources, and travel characteristic. Elements of expenditure and food were dominant in the cognitive images while culture, expenditure, and food were dominant in the affective images perceived by tourists before visiting city. Acknowledging the image changes helps in understanding the tourist preferences and loyalty towards the destination.