The Effect of Destination Image Towards Memorable Tourism Experience and Revisit Intention in Sarawak, Malaysia
Abstract
The tourism sector has been a major contributor in many nations around the world, especially from the economic perspective. However, Sarawak has fallen behind in terms of development and political stability. This study attempts to ascertain how destination image affects tourists’ memorable tourism experience and revisit intention based on their thoughts and opinions. Survey data was collected from 200 tourists who visited the top 5 attractions in Sarawak. WarpPLS 8.0 was utilised to analyse the proposed relationship among the present variables. The results revealed that culture, history and art, as well as political and economic factors of destination image, are positively related to memorable tourism experience. In addition, memorable tourism experience is positively related to revisit intention. The findings revealed that enhancing the destination image of Sarawak can improve memorable tourism experience for both domestic and international tourists and impact their revisit intention. The findings of this study provide an opportunity for authorities and tourism providers to concentrate on cultural preservation and the importance of political stability in Sarawak.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Kathy Yung Sing Kueh, Abang Azlan Mohamad
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Copyright
Copyright for all articles published in Academica Turistica - Tourism and Innovation Journal is held by individual authors. Authors are themselves responsible for obtaining permission to reproduce copyright material from other sources.
Upon acceptance of an article, authors will be asked to complete the Publication Agreement and Copyright Licence, based on the Open Access Model Publishing Agreement.
Articles are published under the terms of the Creative Commons CC BY-NC-ND 4.0 License.
Under the terms of this license, authors retain ownership of the copyright of their articles. They can archive the pre-print and post-print or publisher's version of their work. They will, however, assign to Academica Turistica - Tourism and Innovation Journal (AT–TIJ) the permanent right to electronically distribute their manuscript and, after it has appeared in AT–TIJ, they may republish their text as long as they clearly acknowledge AT–TIJ as the place of the original publication.
2. Author Fees
Article submission, processing and/or publishing fees are not charged.
