City Branding Of Malacca And Effect On Tourist Visit Intention

Amalina, Zainal (2015) City Branding Of Malacca And Effect On Tourist Visit Intention. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Recently, every city is need to compete with another city in ways to attract the world’s consumers, the tourists, the businesses, the investment, the capital, yet not to be forgotten, the respect and attention. Thus, those who have a strong brands of their own city will definitely, much easier to sell their products and services at the same time they will attract people and investor to their cities or company which will increase their profit. The research objectives to identify the existing brand identity of Malacca, make comparison analysis with the expectation of the existing brand identity and satisfaction level of tourist after visiting Malacca, to find out the brand image based on tourist respond and to find out the relationship between factors of successful city branding and the intention of the tourist to visit Malacca. This work is primarily a quantitative research where questionnaire were used to collect quantitative data. Nowadays, the historical city images have been no so into Malacca because there were such rapid changes in Malacca’s building and constructing. Thus, the customer perception about Malacca based on what is the Malacca city image or what actually Malacca was based on their experiences have been collected. Based upon the results of this study, several recommendations can be made to increase tourists’ satisfaction with the Malacca city. First, comprehending what tourists seek at cultural/heritage attractions will help tourism marketers better understand their customers. Second, identifying which attributes satisfy the tourist who visit cultural/heritage destinations will help tourism planners develop appropriate strategies to attract their customers and serve them effectively. Third, knowing who the satisfied tourists are may help reduce marketing costs and maintain cultural/heritage destinations’ sustainability.

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