Ghazali Musa

Nation branding and integrated marketing communications: an ASEAN perspective

Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.Design/methodology/approach – A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy.Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience.Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the stud...

LAYANG LAYANG: AN EMPIRICAL STUDY ON SCUBA DIVERS' SATISFACTION

Scuba diving is a burgeoning special interest tourism product in Malaysia. Layang Layang Island inthe middle of the South China Sea is one of the world’s most exciting diving destinations known forits hammerhead sharks among the diving community. This study is a pilot survey aimed at measuringdivers’ satisfaction with Layang Layang. One hundred self-administered questionnaires were givenout to divers on the last day of their stay in September 2004. Ninety-eight questionnaires were re-turned and analyzed. The results show that divers are generally Europeans, older, first timers, experi-enced, of high education and near equality between the sexes. The overall satisfaction is very high.The main contributors to diving satisfaction are underwater nature and the comfort and ease of accessto dive sites. Divers are less satisfied with the provision of marine life education facilities, rentalequipment, lodging, and the lack of other activities. It is suggested that in order to ensure divers’satisfaction, the management should appropriately manage divers’ expectations by providing accu-rate information about Layang Layang using the most satisfactory diving variables in the marketingmessage. The resort at the same time should ensure that the natural features of the island are sustain-able, because they are the reasons for divers’ visits. Future research should improve on the question-naire design and the size of diver sample population.Key words: Layang Layang; Scuba diving; Satisfaction; Hammerheads

Travel behaviour among inbound medical tourists in Kuala Lumpur

Despite recording the highest growth among tourism sub-sectors [Dhesi, D. (2009, March 25). Medical tourism rises in Malaysia despite economic downturn. The Star Online. Retrieved from http://www.malaysiahealthcare.com/; Leonard, T. (2009, July 24). Medical tourists to bring in RM 540 million by 2010. Retrieved from http://www.malaysiahealthcare.com/; Tourism Malaysia. (2008). Profile of tourist by selected markets 2008. Kuala Lumpur: Tourism Malaysia], little is known empirically with regard to travel behaviour among inbound medical tourists in Malaysia. This study examined the demographic profile, travel motivation, healthcare consumption, and expenditure behaviour among them in Kuala Lumpur. Using the combination of purposeful and convenience sampling, a total of 138 questionnaires were completed, returned, and analysed. The majority of the respondents were female, middle aged, travelling with two others and Indonesians. Their main travel motivation factors were ‘value for money’, ‘excellent medical services’, ‘supporting services’, ‘cultural similarity’, and ‘religious factor’ in descending order of importance. Medical treatment, cosmetic procedure, surgical procedure, and medical check-up were important healthcare services sought after by the respondents. On average, medical tourists spent MYR 26,844.19 per visit, with females and tourists of European descent contributing significantly more. Tourists from ASEAN had stronger motivation of ‘cultural similarity’ compared with other tourists. This paper is unique in providing the empirical evidence of the citys unique selling points (pull factors) in attracting inbound medical tourists. It also highlights the potential economic contribution and some managerial implications in terms of marketing and product development.

The influence of scuba divers’ personality, experience,and demographic profile on their underwater behavior

Scuba diving activity is known to cause detrimental impact on the marine environment and its sustainability. This study explores the influence of divers’ personality, experience, and demographic profile on their underwater behavior. Data were collected using convenience sampling among divers in Malaysia. A total of 302 questionnaires were returned and analyzed. The results show that divers are generally responsible underwater. Scuba diving experience parameters of duration of involvement, number of dives, self-rating experience, and diving frequency influence underwater behavior. Divers with high neuroticism are more likely to be irresponsible, while high agreeableness personality factor is related to more responsible behavior underwater. Based on the results the authors provide some managerial recommendations in order to promote responsible scuba diving activities.

Tourism Sustainability and Health Impacts in High Altitude Adventure, Cultural and Ecotourism Destinations: A Case Study of Nepal's Sagarmatha National Park

Sagarmatha National Park (SNP) is an ACE (adventure, cultural and ecotourism) high altitude destination. Many researchers argue that tourism development in the region is not sustainable and does not comply with ecotourism concepts. They report that SNP suffers considerable environmental, sociocultural and economic impacts. Health issues, despite the number of ailments commonly experienced by tourists, remain neglected in tourism literature. This study aims to investigate the health consequences of visiting SNP. Seven hundred and fifty questionnaires were given out during three separate seasons in 1999, of which 448 completed usable questionnaires were returned giving a 59.7% response rate. The results showthat despite good travel preparation, the majority of tourists (89.4%) suffer some form of health ailment. The most common ailments are mountain sickness, musculoskeletal pain, diarrhoea and respiratory infection. The study also shows several significant relationships between the incidence of health ailments and demographic profiles, motivation and satisfaction. It proposes that for high altitude ACE destinations like SNP, health issues should be a core component of destination management in order to ensure the sustainability of tourism development. High risk groups should be identified and tourism education should be targeted to both tourists and locals.

Red Palm: exploring service quality and servicescape of the best backpacker hostel in Asia

The Red Palm was voted the best backpackers hostel in Asia for 2006. This study explores the reasons behind this phenomenal achievement by examining service quality and servicescape of the establishment. Using NVIVO software, data from 192 website comments and eighteen in-depth interviews were content-analysed. The results show that the most important dimension of service quality experience with the Red Palm is tangibles, followed by empathy and assurance. The most important tangible elements of the Red Palm are facilities and equipment, location and the atmosphere of friendliness, welcome and homeliness, and cleanliness. The excellent staff elements include their courtesy, individualised attention and willingness to help. The paper also presents the illustration of Bitners [(1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 56(2), 57–71] servicescape framework in relation to the Red Palm.

The Experiential Aspect of Rural Home-Stay among Chinese and Malay Students Using Diary Method:

Tourism involving home-stays is one of the Malaysian governments key efforts to diversify its cultural tourism product. Tourists to the programme are adopted by their foster families experience a more traditional life in Malay villages. Using a diary method, this study examines the experiential aspects of home-stay holidays among domestic students in Kampung Lonek. A total of 19 diaries were content-analyzed using NVivo, which is a qualitative data analysis (QDA) computer software package produced by QSR International. Based on the findings, the home-stay experiential model is developed which explains the different phases of travel experience and their components. The on-site experience reveals three distinct dimensions: ‘environmental experience’, ‘activity, culture and knowledge experience’ and ‘human interaction experience’. The study discusses the differences between Chinese and Malay students in their home-stay experience. The article highlights its methodological, theoretical and managerial contributions.

A comparison between Asian and Australasia backpackers using cultural consensus analysis

This study tests the differences in the shared understanding of the backpacker cultural domain between two groups: backpackers from Australasia and backpackers from Asian countries. A total of 256 backpackers responded to a questionnaire administered in Kuala Lumpur, Bangkok and Krabi Province (Thailand). Cultural consensus analysis (CCA) guided the data analysis, to identify the shared values and the differences in the backpacker culture of the two groups. The findings revealed that while the two groups share some of the backpacker cultural values, some other values are distinctively different from one another. The study provides the first empirical evidence of the differences in backpacking culture between the two groups using CCA. Based on the study findings, we propose some marketing and managerial implications.

International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees

Generally, the international second home (ISH) retirement develops from the need for better life quality of the aging population globally. “Malaysia My Second Home” (MM2H) is an ISH scheme that aims to attract inbound retiree market in Malaysia. This study explores the retirement motivations and their influences on ISH decision using the combination of push–pull travel motivation theory and tri-reference point (TRP) theory, while simultaneously comparing the British and the Japanese retirees. We interviewed 26 MM2H participants in depth and content analyzed the data with qualitative NVivo software. Other than common motivations shared by both groups, there are also distinct differences, especially with regards to environmental preference and risk taking. Only two motives fit into all the three elements of TRP, with most motives either explained by a single or dual reference point. Based on the findings, the study proposes its knowledge, marketing, and managerial implications.

Travel behaviour: a study of older Malaysians

The worldwide demographic shift towards population ageing has made older adults an attractive market segment not only for developed countries but also for developing countries such as Malaysia. This study explores travel behaviour among older adults living in Malaysia. Using non-probability quota sampling, 1356 older adults responded to the personal interviews carried out in Peninsular Malaysia. The main travel motivations were ‘to spend time with friends or family’ and ‘relaxation’, and the most preferred destinations were big cities. The majority of the respondents preferred to travel in tour groups. Their decision to travel was largely influenced by cost and recommendations from their family. During their holiday, common problems faced by them were tiredness, health problems and worries over safety and security. There were significant differences with respect to their travel behaviour, among the different ethnic groups and religions. Based on the results, this paper provides some management implications to marketers and other tourism organisations.