Destination quality and tourists’ behavioural intentions: rural tourist destinations in Malaysia

Purpose – This study aims to examine the direct influence of perceived destination quality on tourists’ behavioural intentions and the indirect effect through satisfaction, in the context of rural tourism destinations in Malaysia. It also aims to investigate how tourists’ socio-demographic characteristics (e.g. previous visits, tourist type, etc.) affected their perceptions on destination quality, satisfaction and behavioural intentions. Design/methodology/approach – Using survey methodology, 334 self-administered questionnaires were distributed by enumerators and completed by tourists at rural Malaysian tourism destinations. The questionnaires contained items on dimensions of interest and socio-demographic characteristics. Findings – A total of eight primary attributes namely, amenities, accessibility and logistics, core tourism experience, hygiene, information, security, value for money and hospitality contributed towards forming the construct, destination quality. Perceived destination quality signific...