Antecedents influencing the perceived destination competitiveness in the Andaman cluster for incentive travel using a Malaysian Destination Management Company
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Abstract
Factors influencing the destination choices of incentive tourists visiting the Andaman cluster were investigated for Malaysian companies. Marketing utilities and the activities affecting the perception of tourist competition were surveyed using quantitative research methods.
A questionnaire was employed as the tool to collect data from 350 Malaysian tourists who visited the Andaman cluster, analyzed by structural equation modeling.
Results showed that the two variables of activity based orientation and marketing utilities directly influenced the perception of the destination competition for Malaysian incentive tourist groups. The developed structural equation model was competent and provided consistent data results. Every component of the model was valid and adequately predicted the perceived destination management.
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