Diving into Tripadvisor.com: Analysing tourists’ perspectives towards Layang-Layang Island, Sabah, Malaysia

• DOI: 10.21463/jmic.2021.10.1.12
• Publication Date: 2021-07-15T12:36:50Z
• Authors: Andi Tamsang Andi...; Arif Kamisan Pusiran; Yuzainy Janin; Rafiq Idris

For countries that are geographically blessed with islands, island tourism is a potential segment can be exploited, especially in view of the intense competition attracting tourists to Southeast Asian region. Layang-Layang Island, Malaysia, which located middle South China Sea renowned diving destination known for its hammerhead sharks and other pelagic marine life. Despite having hosted (particularly divers) nearly two decades, Island much under-researched. Therefore, this study aims investigate tourist experience by utilising online reviews extracted from TripAdvisor website. Leximancer software was utilised analyse data generate concepts out words. Five themes were derived analysis flight, resort, diving, day reef. The findings provide insights into positioning tourists’ perspectives maybe useful reference future development.