| Semiotic knowledge toward heritage product in tourism industry： A case of Terengganu |
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| 摘 要： | In order to provide an appropriate context for the current state of the heritage product in tourism industry, semiotic knowledge become an important role to know deeply the identity, philosophy, and also the meaning of behind the actual product. Scott （2000） stresses the requirement of aesthetic and semiotic content in a creative product, instead of creativity. But, how many of retailers and salespersons in heritage product believe the semiotic as knowledge to present the product and opportunities in their selling？ According to Kotler （2000） a good personal selling will provide a detailed explanation or demonstration of the product. The message can be varied by the salesperson to fit the motivations and interests or each prospective customer. So, the purpose of this paper is to closely examine the level of awareness among retailers and salesperson toward the important of semiotic knowledge as part of strategic persuasion in a selling process. This survey study will develop a sample among retailers and salesperson in Kuala Terengganu as a respondent who give the feedback to fulfill the research questions.
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| 关 键 词： | 传统产品 符号学 知识 旅游产业 销售人员 案件 零售商 潜在客户 |
Semiotic knowledge toward heritage product in tourism industry： A case of Terengganu |
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| Authors: | Muhamad Abi Sofian Bin Abdul Halim Wan Asri Bin Wan Ab Aziz Azman Bin Che Mat |
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| Institution: | [1]Faculty of Business Management, MARA University of Technology, Terengganu 23000, Malaysia [2]Academy of Language Studies, MARA University of Technology, Terengganu 23000, Malaysia |
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| Abstract: | semiotic heritage product personal selling persuasion tourism |
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| Keywords: | semiotic heritage product personal selling persuasion tourism |
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