Marketing Mix and Destination Image, Case Study: Batu Caves as a Religious Destination

Tamil Arasi Paniandi; Ahmad R. Albattat; Maryam Bijami; Alfieyounna Alexander; Vinod Balekrisnan

doi:10.6092/issn.2036-5195/7246

Authors

Tamil Arasi Paniandi Management and Science University
Ahmad R. Albattat Management and Science University http://orcid.org/0000-0002-3127-4405
- Ass. Professor
- Visiting Professor, Medan Academy of Tourism, Medan, Indonesia
- Senior Lecturer, Research Coordinator, School of Hospitality and Creative Arts, Management and Science University, Selangor, 40100, Malaysia
- Deputy Manager, Front Office Manager, Jordanian Holiday Center Hotel Apartments, Amman, Jordan 1995-2012
- Ph.D. in Hospitality Management, Sustainable Tourism Research Cluster, School of Housing, Building and Planning, University Sains Malaysia, Malaysia (2016)
- Master in Tourism, Faculty of Tourism and Hotel Management, Yarmouk University, Jordan (2011)
- B.Sc. in Hotel Management, Jordan Applied University College of Hospitality and Tourism Education, Jordan (2008)
- Higher Diploma in Hotel Accommodation Management, Ammon Training College, AlBalqa’ Applied University, Jordan (1994)
Maryam Bijami Senior lecturer, school of management, 11800 Universiti Sains Malaysia, Pulau Penang, Malaysia.

Dr. Maryam Bijami got her PhD in the field of Applied Linguistics. She has a 10 year experience working at the higher education institutes as a lecturer and three years as a dean of English language department. Recently she has published a book titled " English for the Students of Economics". She has a very strong interest in pursuing a teaching career and conducting research in interdisciplinary fields ( e. g. IT, Leadership, Management, Gender, Ethnic, Economics, Sociolinguiatics, Education and Learning).
Alfieyounna Alexander Management and Science University
Vinod Balekrisnan Management and Science University

DOI:

https://doi.org/10.6092/issn.2036-5195/7246

Keywords:

Tourism Malaysia, Marketing, Marketing Mix, Destination Image, Batu Caves

Abstract

Batu Caves become famous only after the limestone hills were recorded by colonial authorities in 1878. It was promoted as a place of worship and religious attraction. This study aims to find out the visitor satisfaction towards marketing mix (4P’s) and the destination image of Batu Caves. The data were derived from self–administered questionnaire consisted of structured questions related to the listed attributes. The survey was distributed during November 2016. The statistical package for social science (SPSS20) was used to analyze the data. Results showed that most of the respondents were satisfied with the Batu Caves marketing 4Ps, and had a favorable overall destination image and their visit was valuable. However, some of the tourists mentioned their negative feeling about the destination due to the maintenance activities and covering the lord Murugan Statue. Recommendations were made to increase the awareness and marketing campaign to attract more tourists, especially during the holy Thaipusam celebration.

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Marketing Mix and Destination Image, Case Study: Batu Caves as a Religious Destination

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