The Effectiveness Of Marketing Tools Usage In Promoting Malaysia Tourism Product Towards Young Adults

Abstract

Through this empirical research, we have gained knowledge of using various marketing tools. The objective of this study is to investigate the effectiveness of using different marketing tools on tourism products toward young adults in Malaysia. Thus, a survey has been conducted and actual data has been collected from 278 respondents who aged between 18 to 26 years old. Descriptive, frequency and regression analysis has been used to analyse the data collected and obtain the result. The result of the study has shown the relationship between different types of marketing tools and its effectiveness toward young adults in Malaysia. At the end of this report, limitations of the study, implications, recommendations and also conclusion have been included. We hope that this research may be able to bring benefits for the destination marketers, travel agents, and others by providing the result of the effectiveness toward various marketing tools for tourism marketing purposes.