z-logo
open-access-imgOpen Access
Factors Affecting Hoteliers’ Decision to Advertise in Travel Magazine
Author(s) -
Mohd Faiz Hilmi,
Ah Hwa Ngo
Publication year - 2011
Publication title -
journal of management and strategy
Language(s) - English
Resource type - Journals
eISSN - 1923-3973
pISSN - 1923-3965
DOI - 10.5430/jms.v2n3p62
Subject(s) - advertising , business , marketing
Advertising is a paid, mass-mediated attempt to persuade. That mean Advertising is paid communication by a company or organization that wants its information disseminated through a communication medium designed to reach more than one person, typically a large number or mass of people and advertising includes an attempt to persuade consumer to like the brand and because of that liking to eventually buy the brand. Advertising in travel magazine is one of the promotional methods to promote hoteliers products or services to the market place. By advertising in travel magazine, it can reach the target audience, educate them about the products or services, and move them closer to make a purchase. The purpose of the research is to recognize and rank the factors affecting hotelier’s decision to advertise in travel magazine. The respondents for the research are those hoteliers operating in Malaysia. The factors for this research are reached target readers, cost of advertising, contents of the magazine, frequency of advertising and media of advertising. The result of the research shows two of the factors significantly affecting hoteliers advertising decision. Furthermore, cost of advertising ranks the first follow by reach target readers, contents of magazine, media of advertising and frequency of advertising ranks the last. This research will help the publisher of travel magazine to understand and recognize the ranking of factors affecting hoteliers’ decision to advertise in travel magazine

The content you want is available to Zendy users.

Already have an account? Click here to sign in.
Having issues? You can contact us here