Cognitive and affective evaluation in forming unique destination image among tourists visiting Malacca

Buyong, Edna and Rajiani, Ismi (2011) Cognitive and affective evaluation in forming unique destination image among tourists visiting Malacca. Brand, identity and reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences . Kogan Page, Oxford, United Kingdom. ISBN 0-9549730-6-2

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Abstract

Since Melaka is positioned as Historical City inaugurated by UNESCO in 2008, the study suggests unique image as a new component of image associations. A number of overseas tourists were selected as samples . Results showed that unique image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source, while affective evaluation was affected significantly by social psychological motivations. The research proves that Melaka has fulfilled the requirements to differentiate the city as a unique tourist destination. The positioning of Melaka as truly Malaysia and World heritage should be translated into the rational benefit of encountering unspoiled historical side and multi-racial living cultures. Positive unique image creation leads to intention to revisit and recommend others experiencing the world heritage and history of Melaka.

Item Type:	Book
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Technology Management and Technopreneurship > Department of Technology Management
Depositing User:	Dr Ismi Rajiani
Date Deposited:	26 Jul 2012 01:02
Last Modified:	20 Jul 2023 08:40
URI:	http://eprints.utem.edu.my/id/eprint/4684
Statistic Details:	View Download Statistic

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