The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai

It has been long recognized that marketing communications (MC) are important activities that influencing potential tourist's attitude and behavior toward tourism destinations. However, factors such as tourism service intangibility, globalization, increasing advertising expenditure, fierce compe...

Full description

Saved in:

Bibliographic Details
Main Author:	Alfandi, Ashraf Mohammad Teehi
Format:	Thesis
Language:	eng eng
Published:	2011
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/2495/1/Ashraf_Mohammad_Teehi_Alfandi.pdf https://etd.uum.edu.my/2495/2/1.Ashraf_Mohammad_Teehi_Alfandi.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.2495
record_format	uketd_dc
spelling	my-uum-etd.24952022-04-11T06:34:10Z The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai 2011 Alfandi, Ashraf Mohammad Teehi Kasim, Azilah Centre for Graduate Studies Centre for Graduate Studied HF5001-6182 Business It has been long recognized that marketing communications (MC) are important activities that influencing potential tourist's attitude and behavior toward tourism destinations. However, factors such as tourism service intangibility, globalization, increasing advertising expenditure, fierce competition as well as upcoming tourism destinations competing for the same market put much more emphasize on the need for better MC practice and effectiveness. With this in mind, this study argues in favor of assessing the communication effects rather than sales-based effects of MC (as often used by destination marketers). More specifically, this study focuses on the long-term communication effects of MC activities by looking at MCs influence on the perceived destination Consumer Based Brand Equity (CBBE) dimensions (awareness, perceived quality and image) and the influence of these dimensions on the Intention to Visit (ItV) Malaysia among the Gulf Countries (GC) potential tourists. Data was collected using purposive sampling method in two major cities in the gulf area namely Dubai and Jeddah. A self administrated questionnaire was designed especially for the purpose of this study. 405 usable responses were collected and analyzed using a variety of statistical techniques from SPSS version 18. The findings indicated that both controlled and uncontrolled MCs have a significant effect on the three CBBE dimensions (awareness, perceived image and quality), however, uncontrolled MC is found to have a greater influence compare to controlled MC on these dimensions. Additionally, the perceived CBBE dimensions are found to predict ItV. Nevertheless, perceived destination image is found to have the greater influence on the potential tourist's ItV. The findings also revealed that potential tourists from GC did not hold either an extreme positive or negative destination image attributes about Malaysia. Based on the study findings, it is recommended that destination marketers therefore focus on more narrow set of destination image attributes in order to avoid having confused image from the potential consumer point of view. It is also recommended that destination marketers use multiple sources of information to target tourists. In particular, the uncontrolled MC namely WOM seems to be the highest incidence of information source. Theoretically, the study contributes to the body knowledge by providing empirical evidence to support theories and previous literature related to measuring MCs effectiveness and tourism destination brand equity as well as the relationship between destination Brand equity dimensions and the ItV. Further, this study filled the gap in the literature by providing a theoretical framework assessing the effectiveness of MCs especially in the long term. Methodologically, the study contributes by providing a measurement scale for CBBE dimensions of tourism destination attributes based on previous literature and used in this study. Furthermore, factor analysis had identified new attributes with regards to perceived destination image and quality. However, the study's sampling limitations should admittedly be considered in weighing the significance of all these contributions. 2011 Thesis https://etd.uum.edu.my/2495/ https://etd.uum.edu.my/2495/1/Ashraf_Mohammad_Teehi_Alfandi.pdf text eng public https://etd.uum.edu.my/2495/2/1.Ashraf_Mohammad_Teehi_Alfandi.pdf text eng public http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000772239 Ph.D. doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Kasim, Azilah
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Alfandi, Ashraf Mohammad Teehi The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
description	It has been long recognized that marketing communications (MC) are important activities that influencing potential tourist's attitude and behavior toward tourism destinations. However, factors such as tourism service intangibility, globalization, increasing advertising expenditure, fierce competition as well as upcoming tourism destinations competing for the same market put much more emphasize on the need for better MC practice and effectiveness. With this in mind, this study argues in favor of assessing the communication effects rather than sales-based effects of MC (as often used by destination marketers). More specifically, this study focuses on the long-term communication effects of MC activities by looking at MCs influence on the perceived destination Consumer Based Brand Equity (CBBE) dimensions (awareness, perceived quality and image) and the influence of these dimensions on the Intention to Visit (ItV) Malaysia among the Gulf Countries (GC) potential tourists. Data was collected using purposive sampling method in two major cities in the gulf area namely Dubai and Jeddah. A self administrated questionnaire was designed especially for the purpose of this study. 405 usable responses were collected and analyzed using a variety of statistical techniques from SPSS version 18. The findings indicated that both controlled and uncontrolled MCs have a significant effect on the three CBBE dimensions (awareness, perceived image and quality), however, uncontrolled MC is found to have a greater influence compare to controlled MC on these dimensions. Additionally, the perceived CBBE dimensions are found to predict ItV. Nevertheless, perceived destination image is found to have the greater influence on the potential tourist's ItV. The findings also revealed that potential tourists from GC did not hold either an extreme positive or negative destination image attributes about Malaysia. Based on the study findings, it is recommended that destination marketers therefore focus on more narrow set of destination image attributes in order to avoid having confused image from the potential consumer point of view. It is also recommended that destination marketers use multiple sources of information to target tourists. In particular, the uncontrolled MC namely WOM seems to be the highest incidence of information source. Theoretically, the study contributes to the body knowledge by providing empirical evidence to support theories and previous literature related to measuring MCs effectiveness and tourism destination brand equity as well as the relationship between destination Brand equity dimensions and the ItV. Further, this study filled the gap in the literature by providing a theoretical framework assessing the effectiveness of MCs especially in the long term. Methodologically, the study contributes by providing a measurement scale for CBBE dimensions of tourism destination attributes based on previous literature and used in this study. Furthermore, factor analysis had identified new attributes with regards to perceived destination image and quality. However, the study's sampling limitations should admittedly be considered in weighing the significance of all these contributions.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Alfandi, Ashraf Mohammad Teehi
author_facet	Alfandi, Ashraf Mohammad Teehi
author_sort	Alfandi, Ashraf Mohammad Teehi
title	The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
title_short	The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
title_full	The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
title_fullStr	The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
title_full_unstemmed	The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
title_sort	effects of marketing communications on malaysia's consumer based brand equity and intention to visit among potential tourists from gulf countries: the case of jeddah and dubai
granting_institution	Universiti Utara Malaysia
granting_department	Centre for Graduate Studies
publishDate	2011
url	https://etd.uum.edu.my/2495/1/Ashraf_Mohammad_Teehi_Alfandi.pdf https://etd.uum.edu.my/2495/2/1.Ashraf_Mohammad_Teehi_Alfandi.pdf
_version_	1747827359068717056

The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai

Similar Items