DRIVING FACTORS TO TOURISM DESTINATION ATTRACTIVENESS IN ISKANDAR MALAYSIA: THE MEDIATING ROLE OF ENJOYMENT

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Title:	DRIVING FACTORS TO TOURISM DESTINATION ATTRACTIVENESS IN ISKANDAR MALAYSIA: THE MEDIATING ROLE OF ENJOYMENT
Authors:	Fong, Sook-Fun Tan, Hui-Siang Low, See-Mei Choi, Sang-Long
Keywords:	Price Sensitivity Social Media Usage Entrepreneurial Competency Self-Efficacy Enjoyment Tourism Destination Attractiveness Sustainable Tourism Development
Issue Date:	Jan-2025
Publisher:	International Journal of Business and Society
Abstract:	Tourism destination attractiveness undeniably contributes to sustainable tourism. However, Iskandar Malaysia lacks a robust marketing strategy. This highlights that there is a need to investigate the driving factors and the mediating effect of enjoyment on tourism destination attractiveness from the tourist’s perspective, using Social Cognitive Theory and Comparative Advantage Theory. A total of 215 tourists participated voluntarily and IBM SPSS and SmartPLS 4.0 were applied. Interestingly, the findings revealed that price sensitivity, entrepreneurial competency, and self-efficacy are mediated by enjoyment toward tourism destination attractiveness. This study contributes to the United Nation’s Sustainable Development Goal 11 for sustainable cities.
URI:	http://localhost:8080/xmlui/handle/123456789/12457
Appears in Collections:	Volume 26 No 1 (2025)

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