Page 75 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING THE NEW SERVICE POSITIONING IN TOUR AND

TRAVEL COMPANY

Syakirah binti Md Yusoff, Dr. Zuraidah binti Sulaiman

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: syakirah1999@graduate.utm.my, zuraidahs@utm.my

Abstract

Tourism is a recurrent phenomenon in human life. It has been a large industry that has aided in economic
and social progress. Thus, tourism also has expanded at an astonishing rate all throughout the world.

Tourism is the largest industry in the world with over 600 million people visiting each year and the income
earning over half a trillion dollars each year. Tour and travel sector is one of the most significant industries

that make sure the stabilization of the economy can be obtained. Tourism sector was one of industry that
produce a decent money until the globe was surprised by the discovery of the unusual virus, COVID-19.

This pandemic really creates a big damage to the world economy and all the activities need to be stopped

immediately. It is affected all the firms over the world and they need to come out with the new marketing
idea in order to meet the new norm nowadays. Furthermore, to introduce new service or product,

positioning need to be done to prevent loss during this epidemic era. Therefore, positioning towards new

service in the tour and travel company is important for increasing the interest of the potential customers
to the company. Thus, this study aims to discover whether service innovation, reliability and brand

endorsement influenced new service positioning in tour and tourism company. Data collection on this
study was done through distribution of questionnaire through Google form and multiple regression was

used to determine the ability of the construct on new service positioning in tour and travel company. The
quantitative sampling method is being use in this study with a total of 120 respondents. Service innovation,

reliability and brand endorsement were found to influence the new service positioning in tour and travel

company.

Keywords: Tourism industry, Positioning strategy, Brand endorsement, Innovation

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