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This Author published in this journals
All Journal Binus Business Review
Edward Giordan Santoso
Tourism Studies, Universitas Gadjah Mada
Economics, Econometrics & Finance

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Indonesian Tourists’ Perception regarding Singapore’s Tourism Television Commercial Mohamad Yusuf; Edward Giordan Santoso
Binus Business Review Vol. 11 No. 3 (2020): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v11i3.6423

Abstract

The research aimed to highlight the impact of the television commercial (TVC) on Indonesians’ perceptionsregarding 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, perceivedvalues, and behavioral intention. It utilized a quantitative method. About 267 samples were collected using arandom sampling method. Data analysis was drawn from the mean difference for each variable. The findingsindicate 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 marketingstrategies and position it as a destination choice. However, further research needs to highlight how each variableinfluences tourists’ behavioral intention to revisit Singapore.
Co-Authors Mohamad Yusuf