An Integrated Model of Perceived Destination Image, Government Tourism Campaign and Domestic Hotel Tourism Growth in Malaysia

Sivabalan A/L Karunanithi; Baharu Bin Kemat

doi:10.56982/dream.v4i03.299

Authors

Sivabalan A/L Karunanithi City University, Kuala Lumpur, Malaysia
Baharu Bin Kemat City University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.56982/dream.v4i03.299

Keywords:

perceived destination image, government tourism campaign, domestic hotel tourism growth

Abstract

Tourism is a vital economic sector in Malaysia, with domestic hotel tourism playing a key role in sustaining the industry. This study explores the interrelationships between perceived destination image, government tourism campaigns, and domestic hotel tourism growth. Using an integrated model, the research examines how government-led promotional efforts influence travelers' perceptions of Malaysia as a destination and, in turn, impact domestic hotel tourism. The study employs a quantitative approach, analyzing data from domestic travelers and key stakeholders in the hospitality sector. Findings suggest that well-crafted government tourism campaigns significantly enhance destination image, leading to increased domestic tourism demand and hotel occupancy rates. The study provides theoretical contributions to tourism marketing and policymaking while offering practical insights for industry stakeholders to optimize tourism promotion strategies.

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