Awareness of Kuala Lumpur as a Cultural Destination -Influence of Information Source on Awareness and Behavioural Loyalty of Locals and Domestic Tourists (original) (raw)

Cities around the world have been very competitive in branding themselves with many identities in order to target a wider market of tourists. Kuala Lumpur is an example of a city that has created awareness as a shopping, MICE, and leisure destination but not much has been said relating to the cultural diversity of its offering. Tourists may not be aware that Kuala Lumpur can be recognized as a cultural destination because other cities in Malaysia like Melaka has a higher global status as a cultural heritage destination compared to Kuala Lumpur. However, there are plenty cultural offerings in Kuala Lumpur that can be marketed and yet the awareness for these places is low even among the locals. Therefore, this paper aims to explore the awareness of Kuala Lumpur as a cultural destination amongst the locals and domestic tourists and to determine if information sources such as promotional materials and marketing campaigns by the cultural places play a role in contributing to the awarenes...