DRIVING FACTORS TO TOURISM DESTINATION ATTRACTIVENESS IN ISKANDAR MALAYSIA: THE MEDIATING ROLE OF ENJOYMENT

Authors

  • Sook-Fun Fong Raffles University, Johor, Malaysia
  • Hui-Siang Tan Raffles University, Johor, Malaysia
  • See-Mei Low Raffles University, Johor, Malaysia
  • Sang-Long Choi Raffles University, Johor, Malaysia

DOI:

https://doi.org/10.33736/ijbs.9544.2025

Keywords:

Price Sensitivity, Social Media Usage, Entrepreneurial Competency, Self-Efficacy, Enjoyment, Tourism Destination Attractiveness, Sustainable Tourism Development

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.

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2025-04-27

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Sook-Fun Fong, Hui-Siang Tan, See-Mei Low, & Sang-Long Choi. (2025). DRIVING FACTORS TO TOURISM DESTINATION ATTRACTIVENESS IN ISKANDAR MALAYSIA: THE MEDIATING ROLE OF ENJOYMENT. International Journal of Business and Society, 26(1), 18–39. https://doi.org/10.33736/ijbs.9544.2025

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Vol. 26 No. 1 (2025): International Journal of Business and Society

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