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Prospective Tourists’ Cognitive Image Prone to Safety and Security Destination | Chapter 3 | Insights into Economics and Management Vol. 6

 Tourists and the tourism industry both need protection and security. The nature and level of safety and security associated with the destination is one aspect that affects travel intentions. The picture of a globally known important destination is also used as a key factor for local tourists when selecting a vacation destination, according to tourism literature. The main aim of this research is to decide which cognitive image dimensions influence tourists' willingness to visit Sabah. A total of 362 questionnaires were provided to prospective foreign tourists who had never visited Sabah previously. The sample profile was defined using descriptive analysis. The basic dimensions of the cognitive image were established using exploratory factor analysis. Natural environment, appealing behaviours, desirable situations, and critical state are the four key dimensions of the cognitive picture defined using this approach. Based on the findings, recommendations are made for developing strategies to strengthen and sustain Sabah's profile.

Author (s) Details

Dr. Nik Alif Amri Nik Hashim
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Hazzyati Hashim
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Dr. Shah Iskandar Fahmie Ramlee
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.

Dr. Nur Hafizah Muhammad
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Nur Syahira Bibit
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Pulau Pinang, Malaysia.

Boyd Sun Fatt
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Sabah, Malaysia.

Mohammed Ruqaimi Remeli
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Zaimatul Awang
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

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