Imej dan Strategi Peletakan Pulau Langkawi dalam Pasaran Pelancongan Domestik

Pusat Pengajian Pengurusan Perniagaan
Fakulti Ekonomi dan Perniagaan
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor D.E.
Malaysia


Pusat Pengajian Pengurusan Perniagaan
Fakulti Ekonomi dan Perniagaan
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor D.E.
Malaysia


Abstract

This study attempts to determine the image of Pulau Langkawi and subsequently suggest a strategic positioning theme for the island. This study applies the method used by Echtner and Ritchie (1991) to measure image while the strategic position theme is determined based on Crompton, Fakeye and Lue (1992). Factor analysis is the main statistical technique employed in this study. Results of the study show that the ideal strategic theme for Pulau Langkawi is “Family Get-Away”. This theme was chosen after taking into consideration the island’s image based on perceptual data obtained from a sample of domestic tourists residing in the Kelang Valley area. This theme shows a match between the island’s attracting factors (historical, natural beauty, shopping and recreational activities) and motives of domestic tourists which include relaxation and recreational activities.

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Citation

Abd Aziz, N., & Mohd Ariffin, A. A. (2004). Imej dan Strategi Peletakan Pulau Langkawi dalam Pasaran Pelancongan Domestik. Jurnal Pengurusan, 23, 97–117.

@article{abdaziz2004imej,
  title={Imej dan Strategi Peletakan Pulau Langkawi dalam Pasaran Pelancongan Domestik},
  author={Abd Aziz, Norzalita and Mohd Ariffin, Ahmad Azmi},
  journal={Jurnal Pengurusan},
 

volume={23},
  number={},
  pages={97—117},
  year={2004},
  doi={},
  publisher={Penerbit UKM},
}

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23 (2004) 97 – 117

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