Research On Destination Image And Perceived Expectation Tourism Essay

look On Destination Image And Perceived Expectation Tourism evidenceINTRODUCTIONBack groundTourism can be delimit as the activities of people pop offing from their resident country to another not more than one conservative stratum in charge for leisure, work, intimacy and other purpose.In the early period of time when tourism was introduce, it was only(prenominal) the rich and few educated ones that love adventure buy the farm to search the other country culture as a phaeton, so tourism then is not popular and can not generate lots money for a country but as time go on tourism started to catch into limelight to the ex 10t that it serve as a major sector of income to nigh country.Tourism is growing very(prenominal) fast nowadays in the humankind to the extent that the world multitude it as the second largest sector of scrimping that generate income for country in the world. According to (WTO) world tourism organization, the sector has become a warring sector in the world among different country of the world. Tourism business has grown to some level that some build uped and growth countries manage Greece depend on tourism as source of income for their country. They depend merely on it to develop the economy, create employments, and reduce p everyplacety line of the people. alone country now designs their region, cities, and state to attract holidaymaker and phaeton investor to their ending in order to compete in the tourism industries.Apart from ontogeny the economy of a country, tourism also give room for country culture to come into limelight. tourers being major focus in savoir-faire have impact on the last itself and the product in that last. The tourists aim in that culture ameliorated the awareness of the place moving-picture show.Destination picture, this has to do with the tourists perceptions of products from a particular country, on their perceptions of the countrys production and marketing strengths and weaknesses.(R oth Romeo, 1992). Tourists are meant to rate a conclusion and in this process different tourist come up with different information about that end which is very essential in improving or damaging the image of a finishing. Tourist are bourn to infer about a destination image and their inference about the value of a destination serve as a fiber indicator, the combination of the information or judgment hightail it to overall evaluation of the destination gaiety which jumper c sufficient to guest hardcorety(Manrai, 1998,p.594).Furthermore, all tourist destination that was able to gain the loyalty of tourist, the destination forget be at the advantage because the tourist pass on result to recommending that destination to other.Successful tourism can add the receipt of the tourist in a destination it can also increase income, government revenue, and employment. Attracting tourist to re squall and recommend it for others is very important in the winner of a destination. (su bgenus Chen and Tsai,2007).Malaysia was successful in increase the number of tourist over the category among which is Nigeria tourist are included with the recorded number by (WTO) world tourism organization which rake Malaysia 9th position with 23 .6m among the top ten to the highest degree visited country in the world. These was based on the Malaysia success in gaining the loyalty of the tourist and good destination image they have with the tourist, that is wherefore Malaysia was able to attain this goal. Looking at the figure some years back the number is not up to this but every year the figure keep increasing, this also apply to Nigerian tourist in Malaysia, 2009 Malaysia recorded over10,000 Nigeria tourists and ever year the number keeps increasing. The look into is looking at these increase in number of Nigerian tourist which is give carely link to the destination image of Malaysia that has watch on behold expectation of the Nigerian tourist, evidence from Chen Tsai, 2007.Destination image have two major forge on tourist behavior, the first one is the power to influence destination choice closing making and the second one is the after decision making behavior of the tourist on the destination, experience, evaluation and satisfaction which lead to revisit and tribute of the tourism destination. Good impression of the destination image brings about loyal tourist, good word and revisiting of the destination and it will positively develop the tourism sector. Thus, the positive experience the tourist have on the product, services, food, hotel, cordial reception of the people and other will facilitate the revisit or recommendation of the destination.Word of mouth information help tremendously in developing the image of a destination because it could produce another tourist visit to that destination or revisit.In order words, word of mouth and recommendation by the first timer visit to a place is the most reliable source of information of a desti nation. However, there is no look for that have look into image destination with perceive expectation, this inquiry is termination to address how destination image influence perceived expectation of Nigerian tourist and also test if destination image have influence on the increase of Nigeria tourists over the years.1.2 Purpose of the airfieldThe aim of this proposed memorise is to identify the significant image formation and it impact on Nigerian tourists satisfaction. Find out the relationship amongst destination image Nigerian tourist perceived expectation, perceive quality, tourists satisfaction and tourist loyalty. Using morphological equation model (SEM) by empirically viewing Nigeria education tourist in Malaysia (Students) in particular as the major responder.1.3 Problem disputation of the studyThe existing literatures shows that tourism researchers have traditionally focused on issues that relate to the demand sides of the tourist motivations and few behavioral patt erns mainly to burst the reasons that made tourists visit a particular destination (Chen and Tsai, 2007 Alcaniz et al., 2005). Looking at the imaginary image of tourists it calls for the need to empirically establish the actual travel experience of Nigerian tourists in Malaysia. This is sequel to various industry reports in Malaysia that have been consistently negatively painting Nigerian tourists on issues like scams, black money, kidnapping, money laundering etc (Romance scam, 2010 NOTE (Ernest, 2009). Interestingly, despite these negative familiar images of Nigerian tourists in Malaysia, the country has continuously witnessed a sharp increase in Nigerian tourists to Malaysia (Sirat et al., 2010 Sirat, 2005).Image as a dynamic thought has been argued as an effective essence of comparing and analyzing historical and contemporary issues in travel literature, particularly how changes in tourist visitations have positively or negatively impacted tourism development of a society ( Turel and Serenko, 2006). Arguably, tourist researchers has discovered and emphasized that the unique image of any destination has been veritable in recent times through the creative use of resource (Andriotis et al., 2008 Meng et al., 2008 Bowen and Clarke, 2002). This is because tourism suppliers have been strategically using such imagery in differentiating their products and invoking existential desires in the minds of their current and potential visitors (Sirgy et al., 2010 Gil and Ritchie, 2008). (Hudman and Johnson1994) second edition geography of travel and tourism. Hence, the uniqueness and diversity of the tourism products in the modern economy practically demand that destinations should cater for a wider array of tourist interests, by constantly repackaging their products and re-imaging their destination along tourist demand and behaviors (Chen and Tsai, 2007). Grounded in these areas of research is (Fornell et al1996). That have empirically tested and established perce ived expectation, perceived quality and perceived value as the antecedents of customer satisfaction and customer complaints and customer loyalty as the consequences of customer satisfaction across industry. Similarly, Gil and Ritchie (2008), Chen and Tsai (2007) and Alcaniz et al (2005) have all separately emphasized that the ability of travel providers to expeditiously match tourist perceptions with their own perceptions would lead to a more effective and productive consumer centric marketing and further confirms the relevance of image in providing the required authentic visitor experiences.Base on the practical and theoretical gaps mentioned above, this study aims to examine Nigerian tourists experiences, by relating the concepts of image with the authenticity of their visits. This study proposes to breach the theoretical gap as emphasized by Chen and Tsai (2007) that difference between imagery and experience could positively or negatively impact travelers satisfaction.1.4 Resear ch objectivesThis study will research on destination image and perceived expectation that lead to perceive quality, tourists satisfaction which resulted to customer loyalty. The research objective will be listed belowTo study the destination image, and tourist satisfactionTo study the tourist perceive expectation of the destination image which lead to tourist loyaltyTo look into the relationship between destination images, perceived expectation, perceive quality and satisfaction that help in gaining the tourist loyalty.To recommend and give suggestion on how to keep the success and improve the destination image for the tourist to keep being loyal to the destination.1.5 Research questionsThis research is going to ask these questionsWhat could be the perception of Nigerian tourist on Malaysia as a destination, satisfaction and loyalty of Nigerian tourist?What is the perceived expectation of Nigerian tourist on the destination image?What are the relationship between destination image, perceived expectation, perceive quality, satisfaction and customer loyalty?What are the suggestions needed to continually improve the tourist satisfaction on destination?1.6 Scope and limitation of the researchThe focus of this research is limited to the tourism industry, where selected literatures, handbooks, travel books, geography of travel and tourism book, Asians statistic year book, and (WTO) world tourism organization report. Malaysia ministry of tourism staffs will be contacted to get report on Nigerian tourist in Malaysia, Nigerian students and staff of Nigerian immigration embassy will be investigated with a set of sampling technique to explore the reason why Nigerian number keeps increasing in Malaysia.The research was to study the pre-visit, during visiting, and post-visit perception and satisfaction of the Nigerian tourist on the destination site. According to Malaysia tourism ministry over 10,000 Nigerians are now in Malaysia, which means that the number of Nigerians t ourist is increasing every year despite the bad name given to them, that means that with the level of hostility towards Nigerians tourists in Malaysia they are still satisfied or not.Therefore, the research will focus on how Malaysia tourism industry was able to satisfied and meet up with the expectation of Nigerians tourist that make them chose Malaysia as their destination why not other Asia country e.g., India. Sample respondent will be chosen among the student to answer the questionnaire.1.7 Research turnThe research procedure is the process the research study will fall upon to solve the research question and arrived at expected result. More so, some literature of the research will be collected and review with major emphasis on image formation, tourists satisfaction, perceive expectation and tourists loyalty. Questionnaire will be design base on the construct from the theory and according to the former study.