Faerozh Madli (2016) Perception of selfie Malaysia tourism advertisement, attitude and visit intention to local Malaysia destination : a study of consumers in Kota Kinabalu, Sabah. Masters thesis, Universiti Malaysia Sabah.
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Abstract
The purpose of this research is about to examine the relationship of the perception toward advertisement and visit intention. In addition, the study also investigate the mediating effect of attitude toward advertisement in the relationship between the perception toward advertisement and visit intention. This research focused on the advertisement that launched by Malaysia Tourism Board which under campaign "CutiCuti !Malaysia Dekat Je". This campaign use the theme of Selfie advertisement in objective to promote the local Malaysia tourism destination. From that, the researcher conduct this research in objective to examine the perception of consumers towards the Selfie Malaysia Tourism Advertisement among to target population in region of Kata Kinabalu, Sabah. In this research, the independent variables is perception toward advertisement which consist of six dimension that is the credibility, the information, the entertainment, the irritation, the persuasion and the reminisce. For mediator is the attitude toward advertisement and the dependent variable is the visit intention. A total of 207 sets of questionnaire were collected from target respondents and this data were analysed by used the Statistical Package for Social Science (SPSS) version 20 and Smart Partial Least Square (SmartPLS) version 2. The data collected was uses the technique of convenience sampling technique that distributed in region of Kata Kinabalu, Sabah. The contribution of this research was divided to two categories which are theoretical contribution and practical contribution. The result in this research showed interesting findings which is some hypotheses was supported and some of the hypotheses was not supported. Further explanation, all the dimension have significant relationship except for the dimension of credibility which showed no significant on the relationship between the perception and visit intention which mediated by attitude. Interestingly, the irritation showed no significant on the relationship perception toward advertisement and visit intention but showed significant on the relationship between perception toward advertisement and attitude toward advertisement. The mediating effect also showed the credibility and entertainment had no significant on the relationship between the perception toward advertisement and visit intention. Limitation of research, the implication of this research and future research suggestions also included in this research.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Perception toward advertisement, Visit intention, Attitude toward advertisement, Selfie advertisement, Malaysia Tourism Board |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5801-6182 Advertising |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 11 Apr 2025 09:54 |
| Last Modified: | 11 Apr 2025 09:54 |
| URI: | https://eprints.ums.edu.my/id/eprint/43436 |
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