Visitors perception: a case study of MARDI’S 50 year celebration programme

Ahmad, Aimi Athirah and Mohd Amir, Hairuddin and Pono, Zawiyah (2020) Visitors perception: a case study of MARDI’S 50 year celebration programme. [Journal / Magazine]

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Abstract

A special event such as MARDI’s 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 MARDI’s 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 visitor’s perception was predetermined by three factors namely, MARDI’s role and contribution, the content of the M50CP and MARDI’s 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 MARDI’s success stories and significant achievements in the past 50 years.

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