The knowledge and awareness of travel agency’s staff in Malaysia on marketing strategies

Arbein, Nur Syahirah (2024) The knowledge and awareness of travel agency’s staff in Malaysia on marketing strategies. [Project Paper] (Submitted)

Text FPAS 2024 70.pdf Download (1MB)

Abstract

There are four thousand, six hundred and sixty-two travel agencies in Malaysia. The objectives of the study are to evaluate the knowledge of travel agency staff on the effectiveness of marketing strategies to promote services, to assess the skills of travel agency staff in marketing strategies for promoting services, and to assess differences in knowledge and skills in marketing between different management levels. This study addresses the objectives using a quantitative approach by employing a questionnaire as the data collection technique. Two hundred and fifty respondents from travel agency staff participated in this study. This study obtained the overall mean score for the knowledge and skills of travel agency staff in marketing strategies. This study also obtained the overall mean score for the staff's knowledge of the importance of marketing strategies. One-way ANOVA analysis found significant differences for all categories of knowledge between different management levels, except for knowledge on the target audience. Similarly, there are significant differences in all skills categories between different management levels, except for the skills related to reaching the target audience. The recommendation for improvement is that responsible authorities or individuals in charge of travel agencies should act proactively to overcome the issues. This could involve setting up training workshops and acquiring management tools. The informational findings of this study assisted staff in becoming knowledgeable about marketing strategies and contribute to further knowledge in the field.

Item Type:	Project Paper
Faculty:	Fakulti Perhutanan dan Alam Sekitar
Depositing User:	Ms. ROHANA ALIAS
Date Deposited:	06 Jun 2024 23:26
Last Modified:	06 Aug 2024 01:42
URI:	http://psaspb.upm.edu.my/id/eprint/1906

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