Analysing Penang Destination Image from Online Tourism Domain


Penang,which is rich in cultural heritage and golden sandy beaches, is one of the major tourist destinations in Malaysia. From the marketing perspective, destination image is one of the important factors that influences tourists’ destination selection.  Nevertheless, studies on investigating the online tourism image of Penang, in particular, are limited. Hence, the purpose of this study was to explore the image formation of Penang on the Internet by examining the contents of several selected websites from Online Tourism Domain (OTD). This study used a qualitative approach that combined QDA Miner 4.0 and Word Stat 7.1 software, which were used to analyse 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 websites. The finding of the study suggested 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 indicated Penang as a location rather than a destination. However, a few images that were also listed subtly suggested that Georgetown, the capital of Penang is a part of the World Heritage sites. This research could create awareness among local tourism marketers, by assisting them to improve Penang’s image projection. Several major attractions and activities in Penang that were not related to heritage and food seemed to be less discussed on the studied websites. Such information should not be disregarded as it creates a competitive advantage and is vital to gain tourists’ satisfaction. 

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18 December 2019

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Future Academy



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1st Edition




Business, management, behavioural management, macroeconomics, behavioural science, behavioural sales, behavioural marketing

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Azmi*, A., Ahmad, M. A., Zulkeflli, A. E., & Khalifah, Z. (2019). Analysing Penang Destination Image from Online Tourism Domain. In Z. Bekirogullari, M. Y. Minas, & R. X. Thambusamy (Eds.), Business & Economics - BE-ci 2017, vol 1. European Proceedings of Multidisciplinary Sciences (pp. 7-14). Future Academy.