Prospective Tourists’ Cognitive Image Prone to Safety and Security Destination

Safety and security are essential for tourists and the tourism industry. One of the features that influences travel intentions is the type and level of safety and security associated with the destination. It is generally accepted in the tourism literature that the image of a universally recognized important destination, is often used as a vital element for local tourists in choosing a holiday destination. The main focus of this study is to identify the cognitive image dimensions that influence the intention of tourists to visit Sabah. A total of 362 questionnaires were distributed to obtain information from prospective international tourists who have never visited Sabah before. Descriptive analysis was used to describe the sample profile. Exploratory factor analysis was performed to identify the basic dimensions of the cognitive image. Using this method, there are four main dimensions of the cognitive image have been identified which are natural environment, appealing activities, attractive conditions and essential condition. Based on the results, suggestions are made to develop strategies to improve and maintain the image of Sabah.