Papers by Zainab Khalifah
Communication of information from various environmental stimuli affects the consumers’ perception... more Communication of information from various environmental stimuli affects the consumers’ perception of tourism destinations. Such an interaction results in the creation of images of destination held by the potential consumers. Word of mouth and social media have been previously found to be among the prevailing non-marketer dominated sources of influence on consumer behaviour. However despite the recognition of the significant impact of visual stimuli on the consumer behaviour - specifically on the temptation-relevant stimuli - the majority of previous research on the impact of eWoM on consumer behaviour has been exclusively concerned with the verbal and textual communication. This paper presents a research framework to investigate the impact of exposure of consumers to the food-related user generated visual stimuli on their perception of Malaysia as a tourism destination within their pre-consumption, consumption and post-consumption phases. A mixed method approach is proposed to enable the researchers to achieve the above purpose.
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Papers by Zainab Khalifah