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RISS 인기검색어
- 검색키워드
- 저자 : Faizah Haji Abdul Rahim (검색결과 1 건)
- 무료
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- 유료
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Taman Negara (National Park) Malaysia : Perception or Reality of its Brand Equity
Faizah Haji Abdul Rahim,Faridah Hj,Hassan,Carol Teo Boon Chui,Rohiyati Haji Hashim,Rosidah Musa,Jamaliah Mohd Yusuf 세계문화관광학회 2008 Conference Proceedings Vol.9 No.0
Taman Negara (TN) of Malaysia is one of the oldest rainforest in the world. It has attracted a large number of visitors among the foreigners and also the locals because of the attraction of its rain forest. However, ever since then, the brand image that was portrayed by the visitors was never being explored by the management of the park. The stakeholders such as the hotel operators, restaurant owners and indeed the visitors themselves have their own view regarding the brand equity of the park. The consequence of this different brand equity of the park led to confusion not only among the stakeholders but also on how to promote the place of attraction not only among the foreigners but to the local Malaysians. The first phase of the research on Taman Negara has been conducted and results shows that the brand equity that comprises of brand awareness, brand loyalty and brand association of Taman Negara as an eco-tourism destination among foreigners is very positive and also a similar view is being portrayed by the locals too. Various brand association has been linked with Taman Negara. The preliminary findings showed that foreigners viewed differently from the locals. The locals viewed that Taman Negara is highly associated with river and jungles but the foreigners felt that the place is a rich heritage of tropical rain forest which they could not enjoy now in their home country. If this situation is not rectified, the whole operation of Taman Negara will lead to different alignment in order to drive the brand implementation of the park. The research was carried out during the peak season of visitor's arrival at the park. A total of 250 respondents were surveyed using a structured questionnaire and also a personal interview was conducted among the park stakeholders. This paper therefore explores the current situation of the brand equity of the park. It is imperative for Taman Negara to have their products with its own brand as a strong brand image could offer several important strategic advantages to the organization. A product that has a powerful brand identity creates a major competitive advantage that encourages repeat visitors.
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