An Examination Of The Challenges Involved In Distributing A Strong And Consistent Destination Image In The Marketing Of Tourism In Malaysia

Abstract

The future of marketing will be a battle of brands and destination branding is arguably the tourism industry’s biggest challenge (Pike, 2005). Marketing a destination consistently over time is critical to the success of destination marketing organisations (DMOs) and destination marketing companies (DMCs). However, media and market proliferation and clusterisation creates a high risk of contrary and confusing messages. This research paper reports on the findings of a two year study on the promotion of transportation in tourism development in Malaysia which examined the challenges involved in distributing a strong and consistent image of a destination. Key issues identified include the complexity of relationships which co-exist in the marketing of a tourism destination, its place image and conflicting messages. A qualitative approach to in-depth interviews was conducted with key respondents who were policy makers, tour and travel agents, non-government organisations, and residents in Malaysia. The empirical evidence has shown that policy makers in Government, although receptive to the promotion of tourism, are not entirely aware of the roles each is involved in the distribution of a strong and consistent image of place in the marketing of tourism in Malaysia.

Antecedent and Consequences of Risk Perception on Tourist Decision Making towards the Sustainable Medical Tourism Development in Bangladesh

“…Notwithstanding whether real or perceived, the presence of risk can possibly change the idea of travel decisions (Ing et al, 2010;Andrades-Caldito et al, 2013). At the point when risk perceptions or wellbeing concerns are brought into travel choices, they can possibly wind up abrogating factors-adjusting the setting of conventional decision making and travellers change travel plans.…”

“…At the point when risk perceptions or wellbeing concerns are brought into travel choices, they can possibly wind up abrogating factors-adjusting the setting of conventional decision making and travellers change travel plans. Hence, conventional models of decision making are not prone to clarify decision outcomes in such cases; this was shown most as of late by the significant decrease in international travel activity during the Persian Gulf War (Ing et al, 2010;Lee and Tussyadiah, 2012;Anderson, 2013;Andrades-Caldito et al, 2013;Carballo et al, 2015).…”

A review of destination image studies from 2008 to 2012

“…The popular qualitative methods include interview (e.g. Huang & Gross, 2010;Ing, Liew-Tsonis, Cheuk & Razli, 2010;Campo, Brea & Muñiz, 2011;Prayag & Ryan, 2011), focus group (e.g. Smith, Carmichael & Batovsky, 2008), and free elicitation (e.g.…”

Confluence of technology and commercial factors at ISKCON temple

“…The survey was only administered to those who had visited the ISKCON temple, New Delhi, at least once and has experienced the technology-based spiritual shows at the temple as well as the commercial units at the premises. This criterion is implemented because of the fact that the experiences of the past tend to have an influence on the customer expectations and people who have not visited the temple are believed to have limited information about what they are likely to experience (Ing et al, 2010;Bosque et al, 2009). The data were interpreted via a ranking method and percentage calculations and the questionnaire was designed so as to provide a rank order of the various reasons for visiting the ISKCON temple as well as purchase preferences from the items that are available on the temple premises.…”

“…The use of technology is designed to augment the spiritual experience of visitors and devotees and as travelers today have a strong desire for learning by experience, strong emphasis is placed on stimulating the senses, thereby providing an authentic experience. ISKCON temple offers its customers an opportunity to experience greater satisfaction from their visits than most other religious sites (Ing et al, 2010). For example, the temple premises offer visitors an opportunity to indulge in shopping for books, souvenirs, music tapes and CDs as well as food and beverages.…”