The concept and marketing strategy of film products to induce Malaysia tourism industry

• Main Author: Noridawati Abd Rahman
• Format: Thesis
• Language: English; English
• Published: 2019
• Subjects: G154.9-155.8 Travel and state. Tourism; HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/32884/1/The%20concept%20and%20marketing%20strategy%20of%20film%20poducts%20to%20induce%20Malaysia%20tourism%20industry.24pages.pdf; https://eprints.ums.edu.my/id/eprint/32884/2/The%20concept%20and%20marketing%20strategy%20of%20film%20poducts%20to%20induce%20Malaysia%20tourism%20industry.fulltext.pdf; https://eprints.ums.edu.my/id/eprint/32884/

There are many tourism products are offered to attract tourists to visit in Malaysia. However, the strategy could be greatly increased through film products which can enhance the current tourism products in Malaysia. Thus, this research aims to investigate the concept and marketing strategy of film products to induce tourism in Malaysia by focusing two key areas: 1) characteristics of film products and 2) critical success factors of Film Products to Induce Tourism marketing mix. A mixed methods convergent design was applied in this research to increase the understanding of complex phenomenon more accurately. Four data collections were involved: in-depth interviews with 11 stakeholders (phase 1), informal interviews with 120 tourists at eight film locations in Malaysia (phase 2), site observation at nine destinations associated to film locations in Malaysia (phase 3) and tour operator survey with 163 respondents from Malaysia Association Tour and Travel Agent (phase 4). The findings found that film products has the potential to promote the tourism industry in Malaysia. The upgrading of current policy, namely Film in Malaysia Incentive towards tourism can help to develop film products to induce tourism in Malaysia. There are five characteristics of film products are identified that suitable to induce tourists to visit Malaysia: on location, off location, celebrity, storyline and film festivals. To market this film products, seven critical success factors that Malaysia tourism industry should be considered, namely film products, destination attributes, location access, destination promotion, creative teams, packages based on famous film and collaboration film commissions and government efforts The understanding how film products draw audiences as tourists can help this research to understand the position of film in enhancing tourism products in Malaysia. Since it is new in Malaysia, the limitation of this research only focus on the development of the concept and marketing strategy of film products to induce tourism where Malaysia tourism industry can use it as a guideline only.