Exploring the Interplay Between Perceived Destination Image, Government Tourism Campaigns, and Domestic Hotel Tourism Growth: Insights from Post-COVID-19 Malaysia

This conceptual paper explores the interplay between perceived destination image, government tourism campaigns, and domestic hotel tourism growth in the context of Malaysia’s post-COVID-19 recovery. The study emphasizes the critical role of destination image in shaping tourist perceptions and behaviors, alongside the effectiveness of government-led promotional efforts in revitalizing the domestic tourism sector. Drawing on existing literature, this paper proposes a conceptual framework that highlights the theoretical relationships between these variables. The findings aim to provide valuable insights for policymakers and industry stakeholders to enhance marketing strategies, mitigate post-pandemic challenges, and promote sustainable growth in Malaysia’s hotel and tourism sectors. The study concludes with recommendations for future empirical research to validate the proposed framework, particularly in examining the moderating and mediating effects of perceived risks and social media influence on domestic tourism behavior.