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The celebrity exposure in different media and their effects on destination awareness and purchase decision

This study examines celebrity exposure in different media and their effects on destination image. The concept is considered as a measure of influencing the level towards different media channels such as general media exposure, travel-specific media exposure and celebrity endorsement that promotes a...

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Bibliographic Details
Main Author: Ismail, Azizah
Format: Thesis
Language:English
Published: 2015
Subjects:
G154.9-155.8 Travel and state. Tourism
Online Access:http://eprints.utm.my/id/eprint/50722/25/AzizahIsmailMFAB2015.pdf
http://eprints.utm.my/id/eprint/50722/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:87875
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id my.utm.50722
record_format eprints
spelling my.utm.507222020-07-10T07:39:09Z http://eprints.utm.my/id/eprint/50722/ The celebrity exposure in different media and their effects on destination awareness and purchase decision Ismail, Azizah G154.9-155.8 Travel and state. Tourism This study examines celebrity exposure in different media and their effects on destination image. The concept is considered as a measure of influencing the level towards different media channels such as general media exposure, travel-specific media exposure and celebrity endorsement that promotes a destination. The major considerations in this study are to unravel the variables considered in selecting a celebrity, the extent to which media exposure that influences people. A conceptual framework for the analysis of celebrities’ potential influence on destination image and the consequences for destination awareness and choice were established. Three critical areas of research are highlighted in understanding the role of celebrities: celebrity exposure indifferent media, celebrity’s effect on destination awareness, as well as purchase decision.The reviewed literature and the data were collected from 216 respondents who visited the MATTA Fair held in Kota Bharu, Kelantan from 30th October until 31st October 2014. The results show different level of influences by the celebrity from different media channel. 2015-01 Thesis NonPeerReviewed application/pdf en http://eprints.utm.my/id/eprint/50722/25/AzizahIsmailMFAB2015.pdf Ismail, Azizah (2015) The celebrity exposure in different media and their effects on destination awareness and purchase decision. Masters thesis, Universiti Teknologi Malaysia, Faculty of Built Environment. http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:87875
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic G154.9-155.8 Travel and state. Tourism
spellingShingle G154.9-155.8 Travel and state. Tourism
Ismail, Azizah
The celebrity exposure in different media and their effects on destination awareness and purchase decision
description This study examines celebrity exposure in different media and their effects on destination image. The concept is considered as a measure of influencing the level towards different media channels such as general media exposure, travel-specific media exposure and celebrity endorsement that promotes a destination. The major considerations in this study are to unravel the variables considered in selecting a celebrity, the extent to which media exposure that influences people. A conceptual framework for the analysis of celebrities’ potential influence on destination image and the consequences for destination awareness and choice were established. Three critical areas of research are highlighted in understanding the role of celebrities: celebrity exposure indifferent media, celebrity’s effect on destination awareness, as well as purchase decision.The reviewed literature and the data were collected from 216 respondents who visited the MATTA Fair held in Kota Bharu, Kelantan from 30th October until 31st October 2014. The results show different level of influences by the celebrity from different media channel.
format Thesis
author Ismail, Azizah
author_facet Ismail, Azizah
author_sort Ismail, Azizah
title The celebrity exposure in different media and their effects on destination awareness and purchase decision
title_short The celebrity exposure in different media and their effects on destination awareness and purchase decision
title_full The celebrity exposure in different media and their effects on destination awareness and purchase decision
title_fullStr The celebrity exposure in different media and their effects on destination awareness and purchase decision
title_full_unstemmed The celebrity exposure in different media and their effects on destination awareness and purchase decision
title_sort celebrity exposure in different media and their effects on destination awareness and purchase decision
publishDate 2015
url http://eprints.utm.my/id/eprint/50722/25/AzizahIsmailMFAB2015.pdf
http://eprints.utm.my/id/eprint/50722/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:87875
_version_ 1674066145602174976
score 13.211869

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