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RISS 인기검색어
- 검색키워드
- 저자 : Faridah Hj. Hassan (검색결과 2 건)
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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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Carol Teo Boon Chui,Faizah Abdul Rahim,Faridah Hj. Hassan,RosidahMusa,Jamaliah Md Yusof,Rohiyati Hj Hashim 세계문화관광학회 2009 Conference Proceedings Vol.10 No.0
Taman Negara (TN) Malaysia, as one of the oldest rainforest national parks in the world has attracted many tourists. Foreign tourist arrivals have declined in recent years and local visitors exceeded foreigners (DWNP Report, 2006). Travel destination selection can become a complex phenomenon because it is influenced by several factors. There is no differentiation as many leading destinations are offering excellent attractions, services and facilities. As a result, there is a need for destinations to portray a unique identity and servicescape and it is becoming more critical than ever. Tourists perceive destinations in many ways, looking for different 'signs', culture and the whole experience and adventure at a national park (Backhaus, 2003). Visits to TN are looking for authenticity with untainted, natural environment in harmony with local traditional culture. Understanding nature-based tourists through segmentation is deemed important for park management. This paper explores segmenting nature-based tourists at TN. This has significant value for nature-based segmentation strategy for TN. Few researches have embarked on environmental dimensions of servicescape in a tourist setting. There is a dearth of study on how tourists perceive servicescape in nature-based tourism. This study fills the gap by exploring tourist perceptions on the importance and satisfaction of servicescape at TN. Service quality on tourist-related and park support services is also examined. Methodology involved qualitative studies using personal interviews and focus group interviews with park stakeholders. Quantitative study entails on-site survey using questionnaire approach to 265 park visitors. Findings revealed extreme sport, leisure, fun and educational adventures as core segments of tourist activities at TN. The main tourist segments identified are hedonist, fun, leisure seekers and nature lovers. Tourists perceived servicescape as very important at TN. Overall servicescape satisfaction was fair. Visitors were dissatisfied with park cleanliness and hygiene. Service quality of transportation, hotels and restaurants, tour guide, public services were rated for reliability, quality, consistency and ease of use. Managerial implications on marketing-mix strategies formulation to park management and tourism marketers are discussed.
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