|29th IBIMA Conference
3 - 4 May 2017
Analyzing Penang Destination Image from Online Tourism Domain
Azila Azmi ,Muhammad Amin Ahmad and Zainab Khalifah
The purpose of this study is to explore the image formation of Penang on the internet by examining the contents of several selected websites from Online Tourism Domain (OTD). Penang is one of the major destinations in Malaysia. It’s rich cultural heritage and golden sandy beaches are amongst the quality of Penang as a destination. Nevertheless, limited study was conducted investigating online tourism image of Penang in particular. Therefore, this study was conducted. This study used qualitative approach that combined QDA Miner 4.0 and Word Stat 7.1 software, which were used to analyze the textual content from 25 different OTD. The websites were classified under five sub-categories; Government tourism portal, news and media websites, travel agency websites, travel guide websites, and travelogue website. The finding suggests that each sub-category is unique to itself, and has its own focus and possibly target market. ‘Malaysia’, the top projected image generated from the study indicates Penang as a location rather than a destination. However, a few images that are also listed might suggest Georgetown, the capital of Penang is the World Heritage site. This research could bring awareness to local tourism marketers, by assisting them to improve Penang image projection. Several Penang major attractions and activities that are not related to heritage and food seem to be less discussed on the studied websites. Such information should not be ignored as it creates competitive advantage as well as vital to gain tourists satisfaction.