A study on the effectiveness of sale promotion (sales mission) done by Malaysian Tourism Promotion Board (MTPB) for the corporate customer within Kuala Lumpur / Esmady Fazudin Mokhtarruddin

• Main Author: Mokhtarruddin, Esmady Fazudin
• Format: Thesis
• Language: English
• Published: 1999
• Subjects: Business societies; Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/60292/1/60292.pdf; https://ir.uitm.edu.my/id/eprint/60292/

Tourism industry is an important contributor to the Malaysian economy. In this industry, promotion is important element to develop a positive impact to the growth of this industry. This is the main purpose of this research is, to the see the effectiveness of the sales promotion or sales mission that has been carried out by Malaysia Tourism Promotion Board from 1995 to 1997 from the corporate customer perspective. In the past there were no research being conducted to measure the effectiveness of the service from the corporate customer perspective. The population of this research is the corporate customer who participates in the service from 1995 to 1997 and these corporate customers located in Kuala Lumpur area only. The questionnaires are distributed by using mail, fax, hand out, telephone and e-mail. The questionnaires contain 16 question that have to be answered by the selected respondent. 75 respondent were selected from the total population and 66 respondent did reply their answer. This selection of the respondent was based on the non-probability sampling technique and the judgement sampling technique has been used to select the respondent. The procedure for analysing the data, SPSS program has been used and for the hypothesis