Competitiveness of Malaysian destinations and its influence on destination loyalty

Abstract

As competition among tourist destinations in the region to attract more tourists is becoming more intense, it is essential for destinations in Malaysia to identify and evaluate their competitive attributes to enable our different industry stakeholders to manage and maintain the destinations’ tourism resources more effectively. To evaluate our destinations’ competitiveness, it is necessary to look at the elements of both the comparative and competitive advantage of the destinations. This study seeks to evaluate the different competitiveness attributes of selected urban destinations in Malaysia and to examine the relationship between those attributes and destination loyalty. Results from a regression analysis confirmed the hypothesized relationships between the competitiveness attributes on destination loyalty.

Keywords:

• Destination competitiveness
• destination loyalty
• destination marketing
• competitiveness attributes
• competitive advantage