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Table 1. Reported mean scores for destination image
(N = 150).
Table 2. Reported mean scores for expectation
(N = 150) .
Note: 1 = Strongly Disagree, 2 = Disagree, 3 = Slightly
Disagree, 4 = Neither Disagree nor Agree, 5 = Slightly
Agree, 6 = Agree, 7 = Strongly Agree.
Note: 1 = Very Low, 2 = Low, 3 = Moderately Low,
4 = Neutral, 5 = Moderately High, 6 = High, 7 = Very
High.
method was used. The data was collected at Sultan
Azlan Shah Airport in Ipoh, Perak in addition to
four selected hotels around Ipoh and Lumut that
frequently stayed by Singaporean while visiting
Perak. Since the study was undertaken during low
seasonal period, only 150 questionnaires were suc-
cessfully obtained.
Fall in the scales of mean score between 3.5 to
below 4.5, the inclination toward neither disagree
nor agree were identified which included several
images such as safety condition that recorded the
highest score, diversity of flora and fauna, differ-
ent cuisine and quality food.
4.3 Expectation
This descriptive analysis described Singaporean
tourists' expectation toward destination image
of Perak. From the mean scores listed in Table 2,
most images recorded mean score between 3.5
and below 4.5 indicating neutral expectation from
tourists while some images are recorded fall in the
magnitude of mean between 2.5 to below 3.5 that
indicate the inclination toward moderately low
expectation.
In general, tourists portrayed neutral expecta-
tion towards most images of destination in Perak.
It can be seen via flora and fauna diversity, the
beautifulness of scenery and parks, quality of
accommodations, destination's value for money
and safety condition which again recorded the
highest mean score among all images. The inclina-
tion toward neutral expectation was also portrayed
by tourists through the Perak's image as relaxing
destination, pleasant environment and possesses
exciting places as well as different cuisine and qual-
ity food provided.
Four images have been identified getting a mod-
erately low expectation from tourists. The images
are Perak's cultural attractions, cultural activities
and local custom as well as shopping facilities that
4
RESULT AND ANALYSES
4.1 Demographic profiles
Majority of the respondents were male with 64
percent ( n = 96). Most of the respondents' ages
between 25-44 years old (52.7 percent as opposed
to 32 percent which over 44 years old). Moving
into education background, 78 percent graduated
from university while the remaining obtained high
school certificate.
4.2 Destination image
The magnitudes of mean score between 2.5 to below
3.5 indicated that majority were slightly disagreed
with most of the Perak destination image compo-
nents. Slightly disagree feeling was expressed to the
beautifulness of scenery and parks, varieties of cul-
tural attraction, cultural activities and local custom.
Similar feelings also goes to facilities for shopping
which recorded the lowest mean value, accommo-
dations' quality, destination's value for money and
Perak's image as relaxing destination, pleasant envi-
ronment as well as possess exciting places.
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