The importance of marketing communication in improving service quality in Kuching 4-star hotel / Jenifer Ana Mon

According to Tourism and Culture Minister Datuk Seri Mohamed Nazri Abdul Aziz, by 2020 Malaysia is estimate to earn that amount from the targeted thirty-six million tourist arrival under the Malaysia Tourism Transformation Plan (MTTP), (The Borneo Post, and November 10, 2013). During visit Malaysia Year 2014, the total tourist arrivals highest especially come to Kuching Sarawak. According to data from the Ministry of Tourism Sarawak, the state recorded RM6.62 billion in total tourism receipts in 2010, RM7.91 billion in 2011 and RM8.57 billion in 2012, (The Borneo Post, and November 10, 2013). That why, for the demand 4 star hotels in Kuching also increase. In Kuching have are many choose four star hotel such as, John’s place, Aviva Gateway, Imperial Hotel, Grand Margherita Hotel, Merdeka Palace Hotel & Suites, Batik Boutique Hotel, Citadines Uplands, Damai Beach Resort, Hilton Kuching, and The Ranee Boutique Suites. Besides that, recovered by the term marketing communication that also specify one of the key areas of marketing. Additionally, “marketing communication is a conversation between a brand and its audience and it is the collective term for all the communication functions used in marketing a product or service”, (p.165) (Ibid). According to Keller, (2001), further defines “marketing communication as the means by which firms attempt to inform, persuade, incite, and remind consumers directly or indirectly about the brands they sell”. As well, can be explained in all definitions, communicating a message is the heart activity in marketing communication. According to Duncan, (2002), the marketing communication activity is to form and send a message as their communication tools to a receiver through various channels.