A study on domestic tourists awareness toward Malaysia tourism promotion board advertisement within Klang Valley / Rafida Ab. Manan

• Main Author: Ab. Manan, Rafida
• Format: Student Project
• Language: English
• Published: 1999
• Subjects: Social aspects. Social marketing; Marketing; Market segmentation. Target marketing; Management; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/60319/1/60319.pdf; https://ir.uitm.edu.my/id/eprint/60319/

This research has been conducted to examine the domestic tourists awareness towards Malaysia Tourism Promotion Board advertisements within Klang Valley area. It has been measured by looking at domestic tourists whether they are aware or not about the advertisements. Among the major issues analysed are the budget allocation for domestic promotion is limited, level of awareness of the services provided by Tourism Malaysia is perceived as low and the distributions of leaflets, brochures and pamphletes to the local tourists is not widen. Out of total populations, 100 respondents has been chosen as samples based on stratified random sampling. All of the respondents are required to fulfill the questionnaires that had been distributed at five shopping complexes around Klang Valley. The data that has been collected will then be presented in this table by using frequencies tests for each questionnaires as it easier to interpret and understand. Cross tabulation together with Chi-Square rules has been used for hypothesis testing to give guideline in making decision of accepting null hypothesis or alternative hypothesis. Some of the findings that has been obtained are 50 percent (50 respondents) came from higher educational background while another 49 percent (49 respondents) with secondary school level and the balance of 1 percent (1 respondent) has had primary schooling. Moreover, friends and relatives are the major active informer to the respondents with 34 percent (34 respondents) get an information from them. Most of the 34 percent (34 respondents) felt that the advertisements done by Tourism Malaysia were quite attractive. From the conclusion it is found that the domestic tourists always based on Tourism Malaysia advertisements in deciding to travel. Furthermore there are relationship exist between level of education and awareness toward ads. Therefore several recommendations should be outlined in order to improve the quality of advertisements and encourage domestic tourism such as identify more local tourists spot, introduced tourism card, develop new products, increase number of ads volume etc.