Communication Strategies and Information Choice Strategy of the Arab Tourists: The Mediating Role of Situational Characteristics

The main purpose of this study is to examine the mediating role of situational characteristics on the relationship between communication strategies and information choice strategy of the Arab tourists in Malaysia. The study adopted a cross-sectional design with a quantitative survey approach. Overal...

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Bibliographic Details
Published in:International journal of customer relationship marketing and management 2020-10, Vol.11 (4), p.36-47
Main Authors: Bilal Ahmad Ali Al-khateeb, Al-Hussein, Mohammad Abdel-Hammed Ali
Format: Article
Language:English
Subjects:
Communication
Customer relationship management
Information sources
Marketing
Media richness
Tourism
Tourist attractions
Travel
Variables
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Summary:The main purpose of this study is to examine the mediating role of situational characteristics on the relationship between communication strategies and information choice strategy of the Arab tourists in Malaysia. The study adopted a cross-sectional design with a quantitative survey approach. Overall, the study finds that situational characteristics significantly mediate the influence of information source on the information choice strategy of the Arab tourists but not on the relationship between information source and information choice. The study therefore concludes among others that situational characteristic can only explain the influence of information channels on the information choice strategy but not on the influence of information source on the information choice strategy.
ISSN:1947-9247
1947-9255
DOI:10.4018/IJCRMM.2020100103