Indonesian Tourists’ Perception regarding Singapore’s Tourism Television Commercial

Authors

DOI:

https://doi.org/10.21512/bbr.v11i3.6423

Keywords:

Tourists’ perception, Singapore’s tourism, television commercial

Abstract

The research aimed to highlight the impact of the television commercial (TVC) on Indonesians’ perceptions regarding tourism in Singapore and their behavioral intention to visit Singapore. The research had five variables: hospitality and comfort/security, infrastructures and superstructures, cultural and natural attractions, perceived values, and behavioral intention. It utilized a quantitative method. About 267 samples were collected using a random sampling method. Data analysis was drawn from the mean difference for each variable. The findings indicate that the TVC has positive impacts on the studied variables. The result implies that understanding tourists’ perceptions about Singapore as a travel destination will help the stakeholders to formulate appropriate marketing strategies and position it as a destination choice. However, further research needs to highlight how each variable influences tourists’ behavioral intention to revisit Singapore.

References

Ageeva, E., & Foroudi, P. (2019). Tourists’ destination image through regional tourism: From supply and demand sides perspectives. Journal of Business Research, 101(August), 334-348.

Alcocer, N. H., & Ruiz, V. R. L. (2020). The role of destination image in tourist satisfaction: The case of a heritage site. Economic Research-Ekonomska Istraživanja, 33(1), 2444-2461.

Belch, G. E., & Belch, M. A. (2014). Advertising and promotion: An integrated marketing communications perspective (10th ed.). McGraw Hill.

Chen, C. C., Lai, Y. H. R., Petrick, J. F., & Lin, Y. H. (2016). Tourism between divided nations: An examination of stereotyping on destination image. Tourism Management, 55(August), 25-36.

Gerdt, S. O., Wagner, E., & Schewe, G. (2019). The relationship between sustainability and customer satisfaction in hospitality: An explorative investigation using eWOM as a data source. Tourism Management, 74(October), 155-172.

Hallak, R., Assaker, G., & El-Haddad, R. (2018). Re-examining the relationships among perceived quality, value, satisfaction, and destination loyalty: A higher-order structural model. Journal of Vacation Marketing, 24(2), 118-135.

Henseler, J. (2017). Bridging design and behavioral research with variance-based structural equation modeling. Journal of Advertising, 46(1), 178-192.

Ho, E. L. E, Woon, C. Y., & Ramdas, K. (2013). Changing landscape of Singapore: Old tensions, new discoveries. NUS Press.

Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., & Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093.

Huang, W. J., Hung, K., & Chen, C. C. (2018). Attachment to the home country or hometown? Examining diaspora tourism across migrant generations. Tourism Management, 68(1), 52-65.

Hui, K. X., & Leow, A. (2017). Singapore’s new international brand by STB and EDB: Passion Made Possible. Retrieved from https://www.straitstimes.com/singapore/singapores-new-international-brand-by-stb-and-edb-passion-made-possible

Jabreel, M., Moreno, A., & Huertas, A. (2017). Semantic comparison of the emotional values communicated by destinations and tourists on social media. Journal of Destination Marketing & Management, 6(3), 170-183.

Jeong, Y., & Kim, S. K. (2019). The key antecedent and consequences of destination image in a mega sporting event. South African Journal of Business Management, 50(1), 1-11.

Jiang, Y., Ramkissoon, H., Mavondo, F. T., & Feng, S. (2017). Authenticity: The link between destination image and place attachment. Journal of Hospitality Marketing & Management, 26(2), 105-124.

Jin, N. P., Line, N. D., & Merkebu, J. (2016). The effects of image and price fairness : A consideration of delight and loyalty in the waterpark industry. International Journal of Contemporary Hospitality Management, 28(9), 1895-1914.

Kani, Y., Aziz, Y. A., Sambasivan, M., & Bojei, J. (2017). Antecedents and outcomes of destination image of Malaysia. Journal of Hospitality and Tourism Management, 32(September), 89-98.

Kim, D., & Perdue, R. R. (2011). The influence of image on destination attractiveness. Journal of Travel & Tourism Marketing, 28(3), 225-239.

Kirkup, N., & Sutherland, M. (2017). Exploring the relationships between motivation, attachment and loyalty within sport event tourism. Current Issues in Tourism, 20(1), 7-14.

Ku, G. C., & Mak, A. H. (2017). Exploring the discrepancies in perceived destination images from residents’ and tourists’ perspectives: A revised importance–performance analysis approach. Asia Pacific Journal of Tourism Research, 22(11), 1124-1138.

Lai, K., & Li, X. (2016). Tourism destination image: Conceptual problems and definitional solutions. Journal of Travel Research, 55(8), 1065-1080.

Lee, D. S., & Han, H. S. (2016). A study on the behavior intention of festival visitors by using Theory of Planned Behavior: Focusing on moderation effect of perceived risk. Tour. Res, 41, 205-225.

Lee, G., Cai, L. A., & O’Leary, J. T. (2006). www.branding.states.us: An analysis of brand-building elements in the US state tourism websites. Tourism Management, 27(5), 815-828.

Marine-Roig, E., & Clavé, S. A. (2016). A detailed method for destination image analysis using user-generated content. Information Technology & Tourism, 15(4), 341-364.

Molinillo, S., Liébana-Cabanillas, F., Anaya-Sánchez, R., & Buhalis, D. (2018). DMO online platforms: Image and intention to visit. Tourism Management, 65(April), 116-130.

Pan, S. (2011). The role of TV commercial visuals in forming memorable and impressive destination images. Journal of Travel Research, 50(2), 171-185.

Papadimitriou, D., Kaplanidou, K., & Apostolopoulou, A. (2018). Destination image components and word-of-mouth intentions in urban tourism: A multigroup approach. Journal of Hospitality & Tourism Research, 42(4), 503-527.

Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41-54.

Shani, A., Chen, P. J., Wang, Y., & Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116-133.

Singapore Tourism Board. (2017a). New brand launch. Retrieved from https://www.stb.gov.sg/content/stb/en.html

Singapore Tourism Board. (2017b). Singapore Tourism Board and Singapore Economic Development Board launch Passion Made Possible brand for Singapore. Retrieved from https://www.stb.gov.sg/content/stb/en/media-centre/media-releases/stb-and-singapore-economic-development-board-launch-passion-made-possible-brand-for-singapore.html

Singapore Tourism Board. (2018a). Singapore tourism sector performance breaks record for the second year running in 2017. Retrieved from https://www.stb.gov.sg/content/stb/en/media-centre/media-releases/sg-tourism-sector-performance-breaks-record-for-the-second-year-running-in-2017.html

Singapore Tourism Board. (2018b). Tourism sector performance: Q3 2017 report. Retrieved from https://www.stb.gov.sg/content/dam/stb/documents/statistics-marketing-insights/Quarterly-Tourism-Performance-Report/q3-2017-tourism-sector-performance-report-v2.pdf

Strzelecka, M., Boley, B. B., & Woosnam, K. M. (2017). Place attachment and empowerment: Do residents need to be attached to be empowered? Annals of Tourism Research, 66(September), 61-73.

Stylidis, D., Belhassen, Y., & Shani, A. (2017). Destination image, on-site experience and behavioural intentions: path analytic validation of a marketing model on domestic tourists. Current Issues in Tourism, 20(15), 1653-1670.

Stylidis, D., Kokho Sit, J., & Biran, A. (2018). Residents’ place image: A meaningful psychographic variable for tourism segmentation? Journal of Travel & Tourism Marketing, 35(6), 715-725.

Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53(April), 40-60.

Tan, W. K., & Wu, C. E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.

Tsai, C. F. (2015). The relationships among destination image, perceived quality, emotional place attachment, tourist satisfaction, and post-visiting behavior intentions. Marketing Review/Xing Xiao Ping Lun, 12(4), 455-479.

Valek, N. S., & Williams, R. B. (2018). One place, two perspectives: Destination image for tourists and nationals in Abu Dhabi. Tourism Management Perspectives, 27(July), 152-161.

Wu, H. C., Li, T., & Li, M. Y. (2016). A study of behavioral intentions, patient satisfaction, perceived value, patient trust and experiential quality for medical tourists. Journal of Quality Assurance in Hospitality & Tourism, 17(2), 114-150.

Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58(February), 51-65.

Xu, J., Chan, T. L., & Pratt, S. (2018). Destination Image of Taiwan from the perspective of Hong Kong residents: Revisiting structural relationships between destination image attributes and behavioral intention. International Journal of Hospitality & Tourism Administration, 19(3), 289-310.

Yusuf, M., Samsura, D. A. A., & Yuwono, P. S. H. (2018). Toward a framework for an undergraduate academic tourism curriculum in Indonesian Universities: Some perspectives from stakeholders. Journal of Hospitality, Leisure, Sport & Tourism Education, 22(June), 63-74.

Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism Management, 58(February), 15-27.

Downloads

Published

2020-11-12