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

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...

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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/
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spelling my.ums.eprints.328842022-06-08T00:15:44Z https://eprints.ums.edu.my/id/eprint/32884/ The concept and marketing strategy of film products to induce Malaysia tourism industry Noridawati Abd Rahman G154.9-155.8 Travel and state. Tourism HF5410-5417.5 Marketing. Distribution of products 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. 2019 Thesis NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/32884/1/The%20concept%20and%20marketing%20strategy%20of%20film%20poducts%20to%20induce%20Malaysia%20tourism%20industry.24pages.pdf text en https://eprints.ums.edu.my/id/eprint/32884/2/The%20concept%20and%20marketing%20strategy%20of%20film%20poducts%20to%20induce%20Malaysia%20tourism%20industry.fulltext.pdf Noridawati Abd Rahman (2019) The concept and marketing strategy of film products to induce Malaysia tourism industry. Doctoral thesis, Universiti Malaysia Sabah.
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic G154.9-155.8 Travel and state. Tourism
HF5410-5417.5 Marketing. Distribution of products
spellingShingle G154.9-155.8 Travel and state. Tourism
HF5410-5417.5 Marketing. Distribution of products
Noridawati Abd Rahman
The concept and marketing strategy of film products to induce Malaysia tourism industry
description 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.
format Thesis
author Noridawati Abd Rahman
author_facet Noridawati Abd Rahman
author_sort Noridawati Abd Rahman
title The concept and marketing strategy of film products to induce Malaysia tourism industry
title_short The concept and marketing strategy of film products to induce Malaysia tourism industry
title_full The concept and marketing strategy of film products to induce Malaysia tourism industry
title_fullStr The concept and marketing strategy of film products to induce Malaysia tourism industry
title_full_unstemmed The concept and marketing strategy of film products to induce Malaysia tourism industry
title_sort concept and marketing strategy of film products to induce malaysia tourism industry
publishDate 2019
url 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/
_version_ 1760231087667150848
score 13.211869

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