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...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Management, Universiti Putra Malaysia
2013
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/28372/ http://psasir.upm.edu.my/id/eprint/28372/1/28372.pdf |
| _version_ | 1848846098983026688 |
|---|---|
| author | Sanib, Noor Izza Rozian Abdul Aziz, Yuhanis Samdin, Zaiton Ab Rahim, Khalid |
| author_facet | Sanib, Noor Izza Rozian Abdul Aziz, Yuhanis Samdin, Zaiton Ab Rahim, Khalid |
| author_sort | Sanib, Noor Izza Rozian |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T08:57:19Z |
| format | Article |
| id | upm-28372 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T08:57:19Z |
| publishDate | 2013 |
| publisher | Faculty of Economics and Management, Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-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 |
| 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 |
| title | 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_short | 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 |
| url | http://psasir.upm.edu.my/id/eprint/28372/ http://psasir.upm.edu.my/id/eprint/28372/ http://psasir.upm.edu.my/id/eprint/28372/1/28372.pdf |