Underlying effects of destination image on trip behavior among millennials visitor: a case of Langkawi Island

The purpose of the study is aimed to examine the relationship of all factors (tourist expectations, tourist loyalty, tourist satisfaction, perceived value and perceived quality) that will be affected by destination image on trip behavior among millennial visitors. Convenience sampling method had been used to distribute questionnaires for 328 respondents. Those respondents are for the tourist that visited Pulau Langkawi. The data of the study was analyzed by using Statistical Package for the Social Sciences (SPSS). The study showed that tourist expectations, tourist loyalty, tourist satisfaction, perceived value and perceived quality had significant relationship that effect by destination image on trip behavior among millennial visitors.