IDEAS home Printed from https://ideas.repec.org/a/jfr/jms111/v2y2011i3p62-72.html
   My bibliography  Save this article

Factors Affecting Hoteliers¡¯ Decision to Advertise in Travel Magazine

Author

Listed:
  • Mohd Faiz Hilmi
  • Ah Hwa Ngo

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.

Suggested Citation

  • Mohd Faiz Hilmi & Ah Hwa Ngo, 2011. "Factors Affecting Hoteliers¡¯ Decision to Advertise in Travel Magazine," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 2(3), pages 62-72, September.
    • Handle: RePEc:jfr:jms111:v:2:y:2011:i:3:p:62-72
    as

    Download full text from publisher

    File URL: http://www.sciedu.ca/journal/index.php/jms/article/view/402/192
    Download Restriction: no
    File URL: http://www.sciedu.ca/journal/index.php/jms/article/view/402
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Danaher, Peter J. & Rust, Roland T., 1996. "Determining the optimal return on investment for an advertising campaign," European Journal of Operational Research, Elsevier, vol. 95(3), pages 511-521, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Prageeth Roshan Weerathunga & Chen Xiaofang & Manoj Samarathunga, 2019. "Firm-specific and Contextual Determinants of Sri Lankan Corporate Hotel Performance," International Journal of Economics and Financial Issues, Econjournals, vol. 9(3), pages 213-224.
    2. P. R. Weerathunga & Cheng Xiaofang & W. H. M.S. Samarathunga & P. M. B. Jayathilake, 2020. "The Relative Effect of Growth of Economy, Industry Expansion, and Firm-Specific Factors on Corporate Hotel Performance in Sri Lanka," SAGE Open, , vol. 10(2), pages 21582440209, April.
    3. Ricardo Sellers-Rubio & Aurora Calderón-Martínez, 2021. "Brand strategy scope and advertising spending: The more the better?," Tourism Economics, , vol. 27(1), pages 70-85, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Beltran-Royo, C. & Zhang, H. & Blanco, L.A. & Almagro, J., 2013. "Multistage multiproduct advertising budgeting," European Journal of Operational Research, Elsevier, vol. 225(1), pages 179-188.
    2. Marchioni, Andrea & Magni, Carlo Alberto, 2018. "Investment decisions and sensitivity analysis: NPV-consistency of rates of return," European Journal of Operational Research, Elsevier, vol. 268(1), pages 361-372.
    3. Baixauli, J. Samuel & Alvarez, Susana, 2004. "Analysis of the conditional stock-return distribution under incomplete specification," European Journal of Operational Research, Elsevier, vol. 155(2), pages 276-283, June.
    4. Arshia Kaul & Sugandha Aggarwal & Mohan Krishnamoorthy & P. C. Jha, 2018. "Multi-period media planning for multi-products incorporating segment specific and mass media," Annals of Operations Research, Springer, vol. 269(1), pages 317-359, October.
    5. Eisenberg, Matthew D. & Avery, Rosemary J. & Cantor, Jonathan H., 2017. "Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?," Journal of Health Economics, Elsevier, vol. 55(C), pages 30-44.
    6. Beltran-Royo, C. & Escudero, L.F. & Zhang, H., 2016. "Multiperiod Multiproduct Advertising Budgeting: Stochastic Optimization Modeling," Omega, Elsevier, vol. 59(PA), pages 26-39.
    7. Chen Lin & Sriram Venkataraman & Sandy D. Jap, 2013. "Media Multiplexing Behavior: Implications for Targeting and Media Planning," Marketing Science, INFORMS, vol. 32(2), pages 310-324, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:jms111:v:2:y:2011:i:3:p:62-72. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jenny Zhang (email available below). General contact details of provider: http://jms.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.