Effect of information source on Sabah destination image and non-visitors’ behavioral intention

This study investigates the image of Sabah, Malaysia held by the non-visitors, and how the image was formed and its influence towards their travel intention to Sabah. This study uses both quantitative and qualitative instruments to evaluate destination image: a quantitative approach for the identification of common characteristics and attributes and a qualitative approach for determining holistic and psychological impressions associated with the image of Sabah. The view of three hundred four people who never visited Sabah was obtained via an innovative open-ended research instrument. Findings indicate that the most frequent sources that were used by non-visitors in searching information are through social media, friends and/or family who had visited Sabah before and mass media. Moreover, Sabah has acquired a strongly positive appreciation by the non-visitors when it comes to evaluating its tourism destination image.