Factors Affecting Hoteliers¡¯ Decision to Advertise in Travel Magazine

Mohd Faiz Hilmi and Ah Hwa Ngo

Journal of Management and Strategy, 2011, vol. 2, issue 3, 62-72

Abstract: 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.

Keywords: Marketing; Advertising; Travel Magazine and Hotel promotion (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/jms/article/view/402/192 (application/pdf)
http://www.sciedu.ca/journal/index.php/jms/article/view/402 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:2:y:2011:i:3:p:62-72

Access Statistics for this article

Journal of Management and Strategy is currently edited by Jenny Zhang

More articles in Journal of Management and Strategy from Journal of Management and Strategy, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().