Driving Factors to Tourism Destination Attractiveness in Iskandar Malaysia: the Mediating Role of Enjoyment
Year: 2025
Type: article
Study design: Observational Study
Abstract: Tourism destination attractiveness undeniably contributes to sustainable tourism. However, Iskandar Malaysia lacks a robust marketing strategy. This highlights that there is a need to investigate the driving factors and the mediating effect of enjoyment on tourism destination attractiveness from the tourist’s perspective, using Social Cognitive Theory and Comparative Advantage Theory. A total of 215 tourists participated voluntarily and IBM SPSS and SmartPLS 4.0 were applied. Interestingly, the findings revealed that price sensitivity, entrepreneurial competency, and self-efficacy are mediated by enjoyment toward tourism destination attractiveness. This study contributes to the United Nation’s Sustainable Development Goal 11 for sustainable cities.
Authors: Sook-Fun Fong, Hui-Siang Tan, See-Mei Low, Sang-Long Choi
Institution: Raffles University Iskandar
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409853747