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Rachmat Kriyantono
Universitas Brawijaya Malang
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Journal : Asia-Pacific Management and Business Application

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Strategic Communication of Superordinate Identity in International Marketing: Evidence from Malaysia Madani to Reduce Indonesian Tourism Avoidance Nirwana, Maya Diah; Kriyantono, Rachmat; Mashuri , Ali; Hakim , Muhammad Lukman
APMBA (Asia Pacific Management and Business Application) Vol. 14 No. 1 (2025)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2025.014.01.3

Abstract

Cross-border tourism in Southeast Asia is often hindered by identity-based biases and intergroup animosity, particularly towards immigrant communities. Grounded in Social Identity Theory, this study investigates whether the strategic communication of a superordinate identity framed through Malaysia’s inclusive Malaysia Madani campaign can reduce Indonesian tourism avoidance among Malaysian youth. A one-way between-subjects experimental design was implemented with 92 university students (aged 18–24), randomly assigned to either a treatment group exposed to Malaysia Madani narratives or a control group completing a neutral activity. Participants assessed immigrant population threat, immigrant animosity, cultural openness, perceived authenticity communication, and tourism avoidance using validated 7-point Likert scales. Findings revealed that superordinate identity exerted statistically significant but theoretically inconsistent effects on tourism avoidance via threat or animosity. However, cultural openness significantly moderated the relationship between identity and tourism avoidance, whereas authenticity communication did not. These results underscore the pivotal role of cultural openness in international marketing communication strategies aimed at reducing tourism resistance. Theoretically, the study advances identity-based marketing discourse; practically, it suggests that professionals in marketing and tourism should design campaigns that strengthen inclusive identity and foster openness to re-engage reluctant travellers and revitalise regional tourism.
Co-Authors Agus Riani, Yuyun Airlangga, Muhammad Hafidz Daros Alfira, Nisa Ali Mashuri Ameliyah, Arini Amrullah, Muhammad Adil An Toni Anang Sujoko Angela Ervina Ari, Dessanti Putri Sekti Arianti, Devi Arini Ameliyah Atma Amanda Putri Avicenna, Fitria Azahar Kasim Azhary, Syaiful Azizun Kurnia Illahi Bambang Dwi Prasetyo Bayu Indra Pratama Budiantari, I Dewa Ayu Diah Chandra Sari, Rohmah Nia Choiria Anggraini Daros Airlangga, Muhammad Hafidz Darsono Wisadirana Deka, Feiza Salsabila Desi Dwi Prianti Destrity, Nia Asthon Dwi Anisa Febrianti Dyan Rahmiati Ermadela, Benedicta Ika Ervina, Angela Estu Widiyowati Farikha Rachmawati Farouq, Mgs. Muhammad Febiola, Intri Febrianti, Dwi Anisa Fiaji, Noveria Anggraeni Fitri Avicenna Fitria Ayuningtyas Hairudin Hairudin Hakim , Muhammad Lukman Halimatus Sa’diyah Handayani, Sri Hanindita Basmatulhana Imon Dwi Budi Ajianto Imon Dwi Budi Ajianto, Imon Dwi Budi Intan Septiana Tanjung Kasim, Azahar Kuswanto Kuswanto Laturrakhmi, Yun Fitrahyati Lisda Veronika Majid, Abdul Maulina Pia Wulandari Maya Diah Nirwana Mgs. Muhammad Farouq Mohammad Annur Tri Putra Monica Trivena Nainggolan Muhammad Hafidz Daros Airlangga Muhammad Lukman Hakim Muhammad Lukman Hakim, Muhammad Lukman Muhammad Syukron Anshori Murbinami, Raswitha Nainggolan, Monica Trivena Nanang Krisdinanto Ningraty Natasya Picasso Ninik Tri Wahyuvi Nisa Alfira Nisrin Husna Noor Aziah Abdullah Normahfuzah Ahmad Noveria Anggraeni Fiaji Novita Anggraini Nugraha, Lalu Muhammad Rifqi Oktaviani, Fitri Hariana Prabowo, Ayudita Farrahsasti Kusuma Putri Prantama, Muhammad Barqah Putra, Mohammad Annur Tri Putri, Atma Amanda Reza Nugraha, Reza Reza Safitri Reza Safitri Riza Nur Rizqiyah Rizky Ika Safitri Rohmah Nia Chandra Sari Rohmah Nia Chandra Sari Sa’diyah, Halimatus Safitri, Rizky Ika Sahiruddin Sahiruddin, S Said, Moch Fauzie Saleh, Ahmad Muwafik Sanggar Kanto Sari, Rohmania Chandra Sheehan, Aurezza Bryna Sinta Swastikawara Sri Wahyunie Sudarsono, Meryana Deasy Karina Sujoko, Anang Susanto, Amin Heri Syahirul Alim Syaiful Azhary Syaiful Azhary Tamitiadini, Dian Tanjung, Intan Septiana Tantri Dwi Rahmawati Wahyuni, Silvia Santi Widiyowati, Estu Wijanarko, Wisnu Wisnu Widjanarko Yun Fitrahyati Laturrakhmi Yuyun Agus Riani Yuyun Agus Riani Zulkarnaen