Destination attributes, tourist satisfaction and behavioral intentions toward Penang

Penang is not a newcomer to the international tourism market; in fact it is one of the most visited states in Malaysia. Its abundance in heritage, historical sites, multi-culture and diversity of people and other attributes make Penang very attractive to international and domestic tourists. However, when considering the competitive market, no destination can succeed without putting in some effort. Therefore, the identification of Penang's important attributes and a comprehensive evaluation of these attributes in terms of their effectiveness in impacting both domestic and international tourists on their decision when choosing their prospective destination would be of great value to Penang's tourism planners. This paper report the data from the perception of tourist regarding their knowledge in destination attributes of Penang and how the destination is likely to be chosen.