Marketing Malaysia as a Tourism Destination

• 발행기관: 한국문화관광학회
• 저자명: Rajesvare Rada
• 간행물 정보: 『문화관광연구』제11권 제2호, 137~151쪽, 전체 15쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.12.31

영문 초록

Malaysia’s tourism industry is emerging healthily over the years, with a steady growth of tourism receipts. This creates the need to study on how to further improve and develop the tourism industry in Malaysia, especially marketing Malaysia’s tourism worldwide, as the region has become more competitive with the emergence of new tourist destinations. Therefore, it is essential to study the relationship between these two aspects in Malaysian context in order to identify the effective marketing mix tools used by tourist, so that relevant marketing strategies could be implemented to encourage longer stays and repeat visitation. Hence this study is to identify the different marketing mix tools used by tourist visiting Malaysia and the relationship between marketing mix tools and tourist travel pattern. A random sampling technique has been used in this study by using questionnaires distributed to international travelers visiting Malaysia. The result of the study reveals that there is significant relationship between place, product, price and promotion and tourist length of stay and duration of stay in Malaysia. This would enable marketers to identify and implement the most strategic form of marketing Malaysia to the international tourist in order to encourage longer stays and repeat visitation to the country. The finding identifies that there are significant relationship between the marketing mix tool and the traveler’s duration of stay and intention to re-visit.

목차

[ABSTRACT]

Introduction

General Conclusion

Bibliography

키워드

Destination Marketing Marketing Mix Travel Pattern Decision Making