Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/24227
Title: Muslim travelers in Asia : the destination preferences and brand perceptions of Malaysian tourists
Authors: Kim, SS 
Im, HH
King, BEM 
Keywords: Brand
Competiveness
Destination
Muslim
Positioning
Preference
Issue Date: 2015
Publisher: SAGE Publications
Source: Journal of vacation marketing, 2015, v. 21, no. 1, p. 3-21 How to cite?
Journal: Journal of vacation marketing 
Abstract: Although Korea’s dominant inbound tourism markets are Japan and China, Muslim tourists from Malaysia and other Asian source markets are rapidly growing and worthy of attention. In this analysis of Malaysian Muslim tourists, it is concluded that there is a more favorable destination brand positioning for Korea than for China, but that Korea lags behind Japan for all dimensions of brand image except for ‘access to Muslim culture’. Korea is positioned somewhere between China and Japan for brand awareness, association, and loyalty and also for emotion-related items. Respondents perceived China as more familiar than Korea. It was concluded that the tour planning preferences and gift-giving behaviors of Malaysian Muslim tourists differ according to their sociodemographic characteristics.
URI: http://hdl.handle.net/10397/24227
ISSN: 1356-7667
EISSN: 1479-1870
DOI: 10.1177/1356766714549648
Appears in Collections:Journal/Magazine Article

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