收集國內外文獻而研擬出 20 個旅遊訊息來源問項，經研究結果顯示「口碑 (Word-of-mouth)」最為強烈影響計畫不久的將來國際旅行及打算到臺灣旅行，
其次為「觀光組織網站(Tourist organizations’ websites)」及「旅遊服務中心(Tourist information center)」等，前者係為旅遊體驗後的口耳相傳，屬於整體硬體設施 及軟體服務；後二者臺灣中央及各縣市政府皆已有建置，建請再強化或健全其 服務功能即可。至於「旅遊手冊(Brochures)」、「雜誌(Magazines)」、「收音 機(Radio)」、「臉書(Facebook)」、「網際網路(Internet)」皆為依變數遊訊息來 源強烈影響自變數行為意圖，即影響馬來西亞人出國或到臺灣旅遊意願；因此，
未來在採買廣告時，宜著重在平面廣告–旅遊手冊(Brochures)、雜誌(Magazines)，
電子廣告–收音機(Radio)，網路行銷–臉書(Facebook)、網際網路(Internet)，將 使行銷廣告成本效益最大化，達到真正吸引更多馬來西亞旅客到臺灣旅遊。
6.4 行銷對象以團體旅客及自由行併行之推廣模式
馬來西亞來臺灣團體旅客已趨穩定，但仍需持續經營此一成熟區塊。近年來因 航空公司陸續增加臺灣與馬來西亞之間的航線，便宜機位增多，降低旅遊成本，
且華語能通，在無語言障礙下，吸引自主性高的年輕族群，使得來臺灣自由行 詢問度不斷增加，建議縣市政府、農場、民宿、遊樂區及航空公司等單位，配 合提供優惠結合吃喝玩樂、交通、購物、住宿及其他相關資訊，編製成優惠手 冊，讓自由行旅客便利暢遊臺灣。
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