Hazira, Mohd Nasir; Alagas, Elangkovan Narayanan; Amin, … - In: Journal of Hospitality and Tourism Insights 5 (2021) 2, pp. 413-434
themes: event marketing, the marketing plan, the 7 Ps of the marketing mix, strength, weaknesses, opportunities and threats … Purpose: This paper aims to explore the best practices in marketing strategies for the Malaysian business event … credibility and ensure the rigour of the qualitative findings. Findings: The qualitative results revealed the following final …