The Cognitive-Affective-Unique Image of Putrajaya Administrative Centre from the Lens of Tourists and Residents
Imej Kognitif-Afektif-Unik Pelancongan Pusat Pentadbiran Putrajaya daripada Lensa Pelancong dan Penduduk
Keywords:administrative center, tourist destination, tourism image, tourists, residents
Globally, most of the national administrative city has been great potential to be known as a top tourist destination. Their diversity of products and tourism activities' offered and symbolic roles at both national and international agenda had made this destination capable of possessing its own unique destination image. In Malaysia, Putrajaya as the national administrative centre has no exception to these situational and functional roles. However, not much work has been done to uncover whether there exist a comparison between local, and tourist perceived image of this destination. The purpose of this article is to identify the comparison of the cognitive, affective, unique and overall image of the Putrajaya administrative tourism image from the tourists' and residents' perspective. A total 760 respondents comprising 280 domestic tourists, 100 international tourists and 380 local residents were involved in the survey. The data utilized descriptive analysis to comprehend the difference and mean of the destination image among respondents. The findings show that there are no differences between tourists and residents' perspectives. Tourists and residents reflect Putrajaya as a smart and efficient destination for cognitive image, feeling cheerful and lively for affective image and fascinating landscape for unique image. Overall, the image of Putrajaya administrative centre among tourists and residents is favorable and complemented each other. Hence, overall Putrajaya's positive image can be used as an effective promotional and marketing tool in realising the national administrative centre as tourism destination.
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