INFLUENCE OF DESTINATION ATTRIBUTES ON TOURISTS’ BEHAVIORAL INTENTIONS TOWARDS A’FAMOSA SAFARI WONDERLAND

Abstract

Studying the tourists’ satisfaction with destination attributes is vital for successful destination marketing as it plays an important role in increasing the country's economic growth. Besides, it is important to discover new attributes of destination image to strengthen the image construct, and it also plays a significant role in tourist satisfaction and loyalty. Therefore, the objective of this study is to measure the relationship between the factors influencing destination attributes on tourists’ behavioral intentions at A’Famosa Safari Wonderland. A convenient sampling technique was used to select the sample. A total of 392 questionnaires were distributed to tourists at A’Famosa Safari Wonderland and were returned. This study undertakes a descriptive research design using a quantitative approach as the methodology for the research. The data analysis utilized SPSS version 29.0, using linear regression to test the hypotheses. The result from the findings suggests that tourists who have higher perceptions of the destination attributes of A’Famosa Safari Wonderland are more likely to have a positive experience and increasing behavioral intentions to revisit. Therefore, A’Famosa Safari Wonderland destination marketers need to pay attention to providing customers with unique experiences to ensure their relationship with the customer through repeat visitation.