DOI 10.14707/ajbr.210103

Building Sustainable Relationships: Service Innovation at the Pinnacle of Touristic Achievement

DOI 10.14707/ajbr.210103

Boon Liat Cheng
Department of Marketing, Sunway University, Selangor, Malaysia

Mansori Shaheen
School of Business, Malaysia University of Science and Technology, Selangor, Malaysia

Tat-Huei Cham
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman, Selangor, Malaysia

Michael M Dent
Department of Marketing, Sunway University, Selangor, Malaysia

Yusman Yacob
Faculty of Business Management, Universiti Teknologi Mara Cawangan Sarawak, Mukah Campus, Sarawak, Malaysia


Asia Pacific is renowned as a travelling hot spot amongst both domestic and international tourists. With Malaysia as the focal point, and based on the foundation of Stimulus-Organism-Response (SOR), this study aims to explore different routes undertaken by tourists towards both satisfaction and loyalty concerning the Malaysian tourism industry, following the impacts of service innovation and destination image. A self-administrated survey was conducted across 322 tourists. The significance of the hypothesized relationships was further tested by employing the AMOS’s structural modelling approach. Obtained results demonstrate that service innovation as a direct antecedent to destination loyalty, destination image and tourist satisfaction. Destination image also has a direct influence on destination loyalty. The mediating roles of destination image and tourist satisfaction between service innovation and destination loyalty were also established. The findings determined service delivery and innovation as more effective marketing tools to tourism practitioners for building brand reputation and tourists’ loyalty. Service innovation remains absolutely crucial in the competitive tourism marketplace to build and sustain tourist satisfaction and destination loyalty.

Keywords: Service Innovation, Tourist Satisfaction, Destination Image, Destination Loyalty, Tourism Industry.

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