Easvaralingam, Yalini
(2019)
The Influence Of Destination
Attractiveness And Visitor
Segmentation On Holistic And
Conative Outcomes.
PhD thesis, Universiti Sains Malaysia.
Abstract
The demand for nature-based tourism globally, highlights the importance of this
sector for Malaysia, being a country rich in biodiversity. The challenge faced though
is on how to contain mass tourism but still generate revenue. This problem can be
overcome by improving the quality of the attractions and examining the influence of
visitor segmentation. The objective of this research is to evaluate the influence of
destination attractiveness constructs such as core functional attractions, supporting
functional attractions, core and supporting psychological constructs and the unique
construct on holistic and conative outcomes via the mediating effect of the affective
construct. Another objective is to compare the importance of the destination
attractiveness constructs with the performance of the constructs in influencing
holistic and conative outcomes. The final objective is to identify visitor segmentation
criteria and examine the influences of destination attractiveness on holistic and
conative outcomes by visitor segmentation. The visitor segmentation constructs are
such as travel motivation, familiarity towards nature-based destinations and countrylevel
familiarity plus individual-level attraction towards Malaysia. Questionnaires
were distributed to 522 visitors of Taman Negara Pahang, Kinabalu National Park
and Mulu National Park. Quantitative and qualitative data were collected and
analyzed using graphical and descriptive statistics, bivariate tests and multivariate
Partial Least Squares Structural Equation Modelling (PLS-SEM).
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