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A Structural Equation Modelling on Tourists’ Satisfaction<br />

and Loyalty in Penang, Malaysia<br />

Hana Binti Hairi<br />

Supervisor: Assoc. Prof. Dr. Sabri Bin Ahmad<br />

Bachelor of Science (Financial Mathematics)<br />

School of Informatics and Applied Mathematics<br />

This study aims to assess tourists’ perceptions towards quality tourism services provided<br />

at Georgetown. The purpose of this study is to measure tourist satisfaction and loyalty<br />

by examining the impact of quality tourism product on overall tourist satisfaction. The<br />

method used is Structural Equation Modelling (SEM). The data were collected by<br />

distributing the questionnaires to tourists around Georgetown area. The data were<br />

analyzed using SPSS 20.0 and AMOS 20.0 to determine the relationship between service<br />

qualities, tourist satisfaction and tourist loyalty. By using the method SEM, structural<br />

model for this study can be achieved. The result shows that service quality directly<br />

impacted tourist satisfaction and loyalty throughout destination accessibility, destination<br />

accommodation and tourist amenities. This study also revealed that respondents were<br />

loyal to Penang, intend to revisit and recommend Penang as a holiday destination.<br />

806 | UMT UNDERGRADUATE RESEARCH DAY 2018

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