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 strat...