Study on the relationship between tourist satisfaction and tourist loyalty in Langkawi

Sun, Yi (2024) Study on the relationship between tourist satisfaction and tourist loyalty in Langkawi. [Project Paper] (Submitted)

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Abstract

Tourist satisfaction and tourist loyalty are two important aspects of tourism. This thesis investigates the relationship between tourist satisfaction and loyalty in Langkawi, one of Malaysia's most popular tourist destinations. The study is based on a survey of 250 Langkawi tourists. The study used a structured questionnaire to collect data from the participants. Descriptive statistics, correlation analysis, and multiple regression analysis were used for data analysis. The study showed that tourist satisfaction was positively related to tourist loyalty. Tourists who were satisfied with their Langkawi tourism experience were likelier to be loyal visitors to the destination. In addition, the study also found that destination attributes, service quality, and price significantly affect tourist satisfaction and, consequently, tourist loyalty. The findings of this study may provide insights to tourism stakeholders in Langkawi to help them improve their services and enhance the tourist experience, thereby increasing tourist satisfaction and loyalty.

Item Type:	Project Paper
Faculty:	Fakulti Perhutanan dan Alam Sekitar
Depositing User:	Ms. ROHANA ALIAS
Date Deposited:	06 Jun 2024 23:39
Last Modified:	06 Aug 2024 02:06
URI:	http://psaspb.upm.edu.my/id/eprint/1933

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