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In-Depth Information
2.2
Demand side
On the demand side, attractivenss can be evaluated
through number of tourist arrivals and their expen-
ditures, as well as through tourist's prefrences, which
are the most reliable indicators (Formica & Uysal,
2006; Kim & Perdue, 2011). Tourists' perceptions
of attractivenss influence the success or failure of a
destination. These perceptions were based on per-
sonal and cultural beliefs and were influenced by
promotional activities and previous experince (Mil-
man & Pizam, 1995; Prayag & Ryan, 2012).
supply approach defines destination attractivenss
as the attractive force generated by the attrbites of
a given place at a certain time (Kaur, 1981).
From behavioral point of view, the nature of
interaction among demand and supply implies the
fact that people travel or involve in leisure activi-
ties because they are pushed or pulled by tourists'
motivations and destination attributes. The inter-
action between demand and supply is essential for
the vacation and leisure experience to take place
(Formica & Uysal, 2006). The review of previous
research (Formica, 2000; Moore, 2010) has exposed
that destination attractiveness is a function of the
resource base (attraction) and of demand (those
who are attracted). The attraction of tourism desti-
nations extensively depends on the natural environ-
ment and climatic conditions (Alqurneh, Md Isa &
Othman, 2010; Amelung, et al., 2007). Thus, for a
destination to respond significantly to demand or to
reinforce push factors, it must be perceived and val-
ued (Brayley, 1990; Deery, Jago & Fredline, 2012).
2.3
Supply side
On the supply side, destination attractivenss
(generic and specific attributes) can be evaluated
through the measurment of tourism resources to
create an inventory of existing tourism resources
(Formica & Uysal, 2006). For instance, Jafari (1982)
measured three elements on the supply side; tour-
ism-oriented products, resident-oriented products
and background tourism elements. Accommoda-
tions, food service, transportation, travel agencies
and tour operators, recreation and entertainment
and other travel-trade services are considered as
tourism-oriented products. As tourists stay longer
at destination sites, they may increase their use
of resident-oriented products, which include clin-
ics and banks. While visiting the host destination,
tourists also are exposed or experienced the back-
ground tourism elements, such as natural, socio-
cultural and manmade attractions, that frequently
constitute tourists' main reasons for travel. These
elements collectively shape tourists experience and
their perception of the destination's quality of per-
formance, thus leading their behavioral intentions
towards revisit and willingness to recommend
(Frechtling, 2012; Pyo, Uysal & McLellan, 1991).
2.5
Hypotheses development
Based on the above literature, the hypotheses are
as follows:
H1: There is a significant relationship between
generic attributes and behavioral intentions.
H2: There is a significant relationship between spe-
cific attributes and behavioral intentions.
3 METHODOLOGY
This study examined the relationship of generic and
specific features of tourism destination with tourists'
behavioral intentions in Taman Negara National
Park during February 2014 to April 2014. This study
is based on quantitative methodology to investigate
the influence of generic and specific features of des-
tination attractiveness on tourists' behavioral inten-
tions. The research study use survey questionnaires.
The sample of this study consisted of international
tourists who are visiting Taman Negara National
Park. The study instrument is a self-administrated
questionnaire encompassing generic and specific
attributes of tourism destination. The items meas-
ured using 7-point Likert scale, ranging from 1
(strongly disagree) to 7 (strongly agree). The Likert
scale was developed after reviewing previous studies
(Hu & Ritchie, 1993; Lew, 1987).
2.4
Destination attractiveness evaluation
The investigation and evaluation of attractive-
ness in the literatures has moved from the seller's
market to the buyer's market over time, and more
recently investigations have used a combination
of both markets (Formica & Uysal, 2006; Prayag
& Ryan, 2011). Since attractivenss can be exam-
ined from different perspectives, definitions of the
term differ slighlty. From the buyer's side, Hu and
Ritchie (1993) defined destination attractivenss as
an individual's feelings, beliefs, and opinions about
a destination's capability to provide satisfaction
in relation to one's special vacation needs. Mean-
while, Mayo and Jarvis (1981) summarised desti-
nation attractivenss as “specific benefits that are
desired by travellers and with the capability of the
destination to deliver them”. More generally, the
4
RESULTS AND DISCUSSION
This section discusses the results of the
research gained from the tourists perspectives
in Taman Negara National Park. The total of
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