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Comparison of marketing mix dimensions between local and international hotel customers in Malaysia

The main purpose of this paper is to compare the perception of local and international customer of marketing mix components in the hotel industry in Malaysia. The exploratory study involved 282 respondents, employed self-completed questionnaire survey to collect data from local and international hot...

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Main Authors: Sanib, Noor Izza Rozian, Abdul Aziz, Yuhanis, Samdin, Zaiton, Ab Rahim, Khalid
Format: Article
Language:English
Published: Faculty of Economics and Management, Universiti Putra Malaysia 2013
Online Access:http://psasir.upm.edu.my/id/eprint/28372/1/28372.pdf
http://psasir.upm.edu.my/id/eprint/28372/
http://econ.upm.edu.my/ijem/vol7_no2.htm
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spelling my.upm.eprints.283722015-07-06T07:05:23Z http://psasir.upm.edu.my/id/eprint/28372/ Comparison of marketing mix dimensions between local and international hotel customers in Malaysia Sanib, Noor Izza Rozian Abdul Aziz, Yuhanis Samdin, Zaiton Ab Rahim, Khalid The main purpose of this paper is to compare the perception of local and international customer of marketing mix components in the hotel industry in Malaysia. The exploratory study involved 282 respondents, employed self-completed questionnaire survey to collect data from local and international hotel customers. T-test analysis and One-way ANOVA are used to identify the significant mean difference of marketing mix components between local and international hotel customer. The main finding indicated that the three components of marketing mix namely product and services, promotion and people have significant differences between the means for both local and international hotel customers. This study also revealed that the product/services and promotion also had significance mean difference between the means of male and female hotel customer. Implications and limitations of the study are also discussed. Faculty of Economics and Management, Universiti Putra Malaysia 2013-12 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/28372/1/28372.pdf Sanib, Noor Izza Rozian and Abdul Aziz, Yuhanis and Samdin, Zaiton and Ab Rahim, Khalid (2013) Comparison of marketing mix dimensions between local and international hotel customers in Malaysia. International Journal of Economics and Management, 7 (2). pp. 297-313. ISSN 1823-836X http://econ.upm.edu.my/ijem/vol7_no2.htm
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The main purpose of this paper is to compare the perception of local and international customer of marketing mix components in the hotel industry in Malaysia. The exploratory study involved 282 respondents, employed self-completed questionnaire survey to collect data from local and international hotel customers. T-test analysis and One-way ANOVA are used to identify the significant mean difference of marketing mix components between local and international hotel customer. The main finding indicated that the three components of marketing mix namely product and services, promotion and people have significant differences between the means for both local and international hotel customers. This study also revealed that the product/services and promotion also had significance mean difference between the means of male and female hotel customer. Implications and limitations of the study are also discussed.
format Article
author Sanib, Noor Izza Rozian
Abdul Aziz, Yuhanis
Samdin, Zaiton
Ab Rahim, Khalid
spellingShingle Sanib, Noor Izza Rozian
Abdul Aziz, Yuhanis
Samdin, Zaiton
Ab Rahim, Khalid
Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
author_facet Sanib, Noor Izza Rozian
Abdul Aziz, Yuhanis
Samdin, Zaiton
Ab Rahim, Khalid
author_sort Sanib, Noor Izza Rozian
title Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
title_short Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
title_full Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
title_fullStr Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
title_full_unstemmed Comparison of marketing mix dimensions between local and international hotel customers in Malaysia
title_sort comparison of marketing mix dimensions between local and international hotel customers in malaysia
publisher Faculty of Economics and Management, Universiti Putra Malaysia
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/28372/1/28372.pdf
http://psasir.upm.edu.my/id/eprint/28372/
http://econ.upm.edu.my/ijem/vol7_no2.htm
_version_ 1643829444838686720
score 13.211869

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