Malaysia is a country that has many unique attractions. The richness of culture and heritage as a result of this combination of variation of communities is what attracts domestic tourists to visit places of interest in Malaysia. Lake Kenyir is one prime example of an eco-tourism destination in Malaysia and has been selected as the location of this study due to the rapid development carried out by the government and the private sector in Lake Kenyir to attract tourists. Data were analysed using IBM-SPSS test. This study uses quantitative methods so that the questionnaires can include a large number of respondents, through sample selection using systematic sampling methods. Although there are empirical studies that have been conducted on such topics, but it is still limited in Terengganu in particular and Lake Kenyir in general. This study aims to examine the factors that influence tourist satisfaction with tourism in Lake Kenyir. Factor analysis was performed on 19 Destination Image variables to identify and categorize sub-factor items according to key factors such as history, culture and facilities, nature and events, activities and shopping. The Kaiser-Meyer-Olkin (KMO) value indicates a value of 0.893 and this value is suitable for factor analysis as the value is more than 0.5. Factor analysis was used to identify correlations between factors. Factors with high correlation are placed in the same category according to priority. The results show that the combination of high-correlated factors is placed in the top position based on the eigenvalue position. The results of this study can help the government and the private sector, entrepreneurs and tourism industry players in identifying Lake Kenyir Destination Images that give overall satisfaction to Lake Kenyir tourists.
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In-Text Citation: (Embong et al., 2021)
To Cite this Article: Embong, E., Halim, M. S. A., & Zawawi, M. M. A. (2021). Analysis of Destination Image Factors on Tourism Satisfaction in Lake Kenyir, Terengganu. International Journal of Academic Research in Business and Social Sciences, 11(9), 336–350.
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