Visitors perception: a case study of MARDIS 50 year celebration programme

Hairuddin Mohd Amir, . and Aimi Athirah Ahmad, . and Zawiyah Pono, . Visitors perception: a case study of MARDIS 50 year celebration programme. pp. 69-80. ISSN 1823-8149

A special event such as MARDIs 50th anniversary is a relevant experiential product that relies on its ability to produce ranges of sensations imaginative responses emotions and involvement within its target consumers. Hence this study analysed and explored the nature and scope of the visitor perception within the context of MARDIs 50 Year Celebration Programme (M50CP). Survey data were collected during the event and were analysed using descriptive statistics factor analysis and binary logistics. The results found that Facebook and Whatsapp were the most effective tools in promoting the programme. While visitors perception was predetermined by three factors namely MARDIs role and contribution the content of the M50CP and MARDIs visibility or presence. From the logistic regression analysis several factors influenced the visitors to attend this programme. The major one was the contents of the programme itself which were mostly deliberations on MARDIs success stories and significant achievements in the past 50 years.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.15(202...

Abstract

A special event such as MARDIs 50th anniversary is a relevant experiential product that relies on its ability to produce ranges of sensations imaginative responses emotions and involvement within its target consumers. Hence this study analysed and explored the nature and scope of the visitor perception within the context of MARDIs 50 Year Celebration Programme (M50CP). Survey data were collected during the event and were analysed using descriptive statistics factor analysis and binary logistics. The results found that Facebook and Whatsapp were the most effective tools in promoting the programme. While visitors perception was predetermined by three factors namely MARDIs role and contribution the content of the M50CP and MARDIs visibility or presence. From the logistic regression analysis several factors influenced the visitors to attend this programme. The major one was the contents of the programme itself which were mostly deliberations on MARDIs success stories and significant achievements in the past 50 years.

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Item Type:	Article
AGROVOC Term:	Public perception
AGROVOC Term:	Tourism
AGROVOC Term:	programmes
AGROVOC Term:	Agro-industry
AGROVOC Term:	Agrotourism
AGROVOC Term:	Factor analysis
AGROVOC Term:	Market promotion
AGROVOC Term:	Cooperative activities
AGROVOC Term:	Extension activities
AGROVOC Term:	Agricultural extension
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9569

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