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Entrepreneurial marketing and accommodation businesses in East Peninsular Malaysia

Purpose - The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on the attractiveness of tourism products offered in each destination. The purpose of this paper is to focus on t... Full description

Journal Title: Journal of research in marketing and entrepreneurship 2012-10-12, Vol.14 (2), p.164-183
Main Author: Jaafar, Mastura
Format: Electronic Article Electronic Article
Language: English
Subjects:
Quelle: Alma/SFX Local Collection
Publisher: Spokane: Emerald Group Publishing Limited
ID: ISSN: 1471-5201
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recordid: cdi_crossref_primary_10_1108_14715201211271393
title: Entrepreneurial marketing and accommodation businesses in East Peninsular Malaysia
format: Article
creator:
  • Jaafar, Mastura
subjects:
  • Coasts
  • Creativity
  • Entrepreneurs
  • Entrepreneurship
  • Holidays & special occasions
  • Hospitality industry
  • Innovations
  • Islands
  • Marketing
  • Product development
  • Small & medium sized enterprises-SME
  • Statistical analysis
  • Studies
  • Success
  • Tourism
  • Urban areas
ispartof: Journal of research in marketing and entrepreneurship, 2012-10-12, Vol.14 (2), p.164-183
description: Purpose - The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on the attractiveness of tourism products offered in each destination. The purpose of this paper is to focus on the entrepreneurial marketing aspect of accommodation businesses in three urban cities and islands in East Peninsular Malaysia.Design methodology approach - Mixed-method research was conducted on 64 urban hotels and 52 island chalet operators in East Peninsular Malaysia. The results indicate that urban operators are more entrepreneurial than island operators.Findings - To ensure their continued existence in the industry, these operators have adopted different marketing practices. Each tourist destination attracts a different set of tourist profiles and features varying marketing practices. The significant differences in the types of entrepreneurial marketing practiced by urban and island operators are explored in detail in this study.Originality value - In implementing a new economic model towards being a high income-generating country, the tourism sector has become a main driver contributing to the Malaysian economy. With the main objective of maximizing the advantages of a strategic location, together with the comparative advantages arising from its natural resources, the findings are rather fit to the tourism industry.
language: eng
source: Alma/SFX Local Collection
identifier: ISSN: 1471-5201
fulltext: fulltext
issn:
  • 1471-5201
  • 1471-521X
url: Link


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descriptionPurpose - The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on the attractiveness of tourism products offered in each destination. The purpose of this paper is to focus on the entrepreneurial marketing aspect of accommodation businesses in three urban cities and islands in East Peninsular Malaysia.Design methodology approach - Mixed-method research was conducted on 64 urban hotels and 52 island chalet operators in East Peninsular Malaysia. The results indicate that urban operators are more entrepreneurial than island operators.Findings - To ensure their continued existence in the industry, these operators have adopted different marketing practices. Each tourist destination attracts a different set of tourist profiles and features varying marketing practices. The significant differences in the types of entrepreneurial marketing practiced by urban and island operators are explored in detail in this study.Originality value - In implementing a new economic model towards being a high income-generating country, the tourism sector has become a main driver contributing to the Malaysian economy. With the main objective of maximizing the advantages of a strategic location, together with the comparative advantages arising from its natural resources, the findings are rather fit to the tourism industry.
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subjectCoasts ; Creativity ; Entrepreneurs ; Entrepreneurship ; Holidays & special occasions ; Hospitality industry ; Innovations ; Islands ; Marketing ; Product development ; Small & medium sized enterprises-SME ; Statistical analysis ; Studies ; Success ; Tourism ; Urban areas
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4Holidays & special occasions
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8Marketing
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abstractPurpose - The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on the attractiveness of tourism products offered in each destination. The purpose of this paper is to focus on the entrepreneurial marketing aspect of accommodation businesses in three urban cities and islands in East Peninsular Malaysia.Design methodology approach - Mixed-method research was conducted on 64 urban hotels and 52 island chalet operators in East Peninsular Malaysia. The results indicate that urban operators are more entrepreneurial than island operators.Findings - To ensure their continued existence in the industry, these operators have adopted different marketing practices. Each tourist destination attracts a different set of tourist profiles and features varying marketing practices. The significant differences in the types of entrepreneurial marketing practiced by urban and island operators are explored in detail in this study.Originality value - In implementing a new economic model towards being a high income-generating country, the tourism sector has become a main driver contributing to the Malaysian economy. With the main objective of maximizing the advantages of a strategic location, together with the comparative advantages arising from its natural resources, the findings are rather fit to the tourism industry.
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