Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar

Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar

Despite extensive research on advertising and its consequences, there is still a lack of research investigating modern and creative advertising strategy in shaping destination image. To fill the research gap, this quantitative approach study assesses the impact of tourism photo stimuli attributes on...

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Bibliographic Details
Main Authors: Abdul Razak, Mas Azianna, Anuar, Faiz Izwan
Format: Article
Language:English
Published: Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus 2017
Subjects:
Methods. Outdoor advertising. Billboards. Posters
Online Access:http://ir.uitm.edu.my/id/eprint/19488/
http://ir.uitm.edu.my/id/eprint/19488/
http://ir.uitm.edu.my/id/eprint/19488/7/AJ_MAS%20AZIANNA%20ABDUL%20RAZAK%20JTHCA%20B%2017.pdf
id uitm-19488
recordtype eprints
spelling uitm-194882018-03-09T03:35:38Z http://ir.uitm.edu.my/id/eprint/19488/ Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar Abdul Razak, Mas Azianna Anuar, Faiz Izwan Methods. Outdoor advertising. Billboards. Posters Despite extensive research on advertising and its consequences, there is still a lack of research investigating modern and creative advertising strategy in shaping destination image. To fill the research gap, this quantitative approach study assesses the impact of tourism photo stimuli attributes on tourists’ attitude and brand recognition of outdoor advertisement. The findings revealed that photographic subject was the most influential factor for brand recognition and the lightbox billboard was rated the most attractive in advertising medium. However, there was no significant relationship detected between attitudes towards outdoor advertisement and brand recognition. Future research is needed to look into to other platform or medium of advertising and how they can influence tourists’ attitude and brand recognition. Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus 2017-09 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/19488/7/AJ_MAS%20AZIANNA%20ABDUL%20RAZAK%20JTHCA%20B%2017.pdf Abdul Razak, Mas Azianna and Anuar, Faiz Izwan (2017) Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 9 (2). pp. 1-12. ISSN 2590-3837 http://www.jthca.org
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Methods. Outdoor advertising. Billboards. Posters
spellingShingle Methods. Outdoor advertising. Billboards. Posters
Abdul Razak, Mas Azianna
Anuar, Faiz Izwan
Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
description Despite extensive research on advertising and its consequences, there is still a lack of research investigating modern and creative advertising strategy in shaping destination image. To fill the research gap, this quantitative approach study assesses the impact of tourism photo stimuli attributes on tourists’ attitude and brand recognition of outdoor advertisement. The findings revealed that photographic subject was the most influential factor for brand recognition and the lightbox billboard was rated the most attractive in advertising medium. However, there was no significant relationship detected between attitudes towards outdoor advertisement and brand recognition. Future research is needed to look into to other platform or medium of advertising and how they can influence tourists’ attitude and brand recognition.
format Article
author Abdul Razak, Mas Azianna
Anuar, Faiz Izwan
author_facet Abdul Razak, Mas Azianna
Anuar, Faiz Izwan
author_sort Abdul Razak, Mas Azianna
title Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
title_short Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
title_full Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
title_fullStr Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
title_full_unstemmed Role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / Mas Azianna Abdul Razak and Faiz Izwan Anuar
title_sort role of photo stimuli on tourists’ attitudes and brand recognition of out-door advertisement / mas azianna abdul razak and faiz izwan anuar
publisher Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/19488/
http://ir.uitm.edu.my/id/eprint/19488/
http://ir.uitm.edu.my/id/eprint/19488/7/AJ_MAS%20AZIANNA%20ABDUL%20RAZAK%20JTHCA%20B%2017.pdf
first_indexed 2023-09-18T23:02:41Z
last_indexed 2023-09-18T23:02:41Z
_version_ 1777418277982568448

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