Article Details : |
| | Article Name : | | Determinants of Tourist’s Satisfaction for Effective
Tourism Marketing in Sabah, Malaysia: An
Empirical Study | Author Name : | | JACQULINE THAM, S. M. FERDOUS AZAM, ABDULLAH SARWAR1 | Publisher : | | Bridge Center | Article URL : | | | Abstract : | | Tourism is characterized as having an essential role in
contributing to the sustainable development of a country’s economy
particularly in a developing country, while the accomplishment of this
sector relies exclusively on the strategic application of marketing
activities. Culture is one of the critical factors which influence the
effectiveness of tourism marketing strategies. Thus, identifying the
strategic significance of cultural factors which contribute to an effective
tourism marketing in the context of Sabah, Malaysia is the primary
objective of this paper. This paper is an empirical study applying
quantitative survey method in collecting data from the respondents.
SPSS was used to analyze the descriptive statistics, factor analysis
and the correlation for this study. AMOS was then used to perform
Structural Equation Modelling (SEM) to test the hypotheses developed
for this study. In the findings, this study found that cultural heritage,
responsiveness, communication, interaction, hospitality, norms and
values of local people are the most influential factors for tourist
satisfaction. Nevertheless, responsiveness and hospitality of local communities play an important role and have a significant impact on
overall tourist satisfaction and direct impact on tourism marketing
effectiveness in Sabah, Malaysia. | Keywords : | | Tourism Marketing, Culture, Tourist Satisfaction,
Effective Tourism, Hospitality, norms and values |
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