Marketing Strategies of Sabah's Tourism Board
The Destination Marketing Strategies that Sabah Tourism has adopted in order to Promote Eco-Tourism in Sabah
By:
Nigel Koh Jia Nam
Higher Diploma in International Hotel and Tourism
Management
Table of Contents
List of figures 3
Chapter 1: Introduction 4
1.1 Background information 4
1.2 Rationale 5
1.3 Aim and Objectives 5
Chapter 2: Literature Review 7
2.1 The Definition of Destination Marketing 7
2.1.1 Destination Marketing 8
2.1.2 Destination Image 9
2.1.3 Eco-Tourism 10
2.2 Review of existing research 11
2.3 The Marketing Strategy of Malaysian Tourism 11
Chapter 3: Methodology 13
Research Aims & Objectives 13
Approach 13
Sampling and Data Collection 13
Credibility and Confirmability 14
Dependability and Transferability 14
Ethical Issues 15
Limitations 15
Chapter 4: Conclusion and Recommendation 16
Conclusion 16
Recommendations 16
References 17
Chapter 1: Introduction
Background information:
Malaysia is a developing country filled with hardworking, life-enjoying, food minded and simple people. Even after having said that, Malaysia is still retains its traditional mind set but is surely and slowly breaking out of this mind set and style. Moving on, Malaysia consists of two main lands which are the Western and Eastern parts. The Western part is commonly known as the Peninsular consists of Johor, Kedah, Kelantan, Melaka, Negeri Sembilan, Pahang, Perak, Perlis, Pulau Pinang, Selangor, Terengganu, Wilayah Persekutuan. While the Eastern part, known as Borneo, consists of only Sabah and Sarawak.
Founded right in the middle of monsoon disposed provinces in the south of the Philippines, Sabah, or advertised as the “Land Below the Wind”, is the second biggest state following behind Sarawak (Sabah 1992). Although named the “Land Below the Wind”, Sabah is seldom
By:
Nigel Koh Jia Nam
Higher Diploma in International Hotel and Tourism
Management
Table of Contents
List of figures 3
Chapter 1: Introduction 4
1.1 Background information 4
1.2 Rationale 5
1.3 Aim and Objectives 5
Chapter 2: Literature Review 7
2.1 The Definition of Destination Marketing 7
2.1.1 Destination Marketing 8
2.1.2 Destination Image 9
2.1.3 Eco-Tourism 10
2.2 Review of existing research 11
2.3 The Marketing Strategy of Malaysian Tourism 11
Chapter 3: Methodology 13
Research Aims & Objectives 13
Approach 13
Sampling and Data Collection 13
Credibility and Confirmability 14
Dependability and Transferability 14
Ethical Issues 15
Limitations 15
Chapter 4: Conclusion and Recommendation 16
Conclusion 16
Recommendations 16
References 17
Chapter 1: Introduction
Background information:
Malaysia is a developing country filled with hardworking, life-enjoying, food minded and simple people. Even after having said that, Malaysia is still retains its traditional mind set but is surely and slowly breaking out of this mind set and style. Moving on, Malaysia consists of two main lands which are the Western and Eastern parts. The Western part is commonly known as the Peninsular consists of Johor, Kedah, Kelantan, Melaka, Negeri Sembilan, Pahang, Perak, Perlis, Pulau Pinang, Selangor, Terengganu, Wilayah Persekutuan. While the Eastern part, known as Borneo, consists of only Sabah and Sarawak.
Founded right in the middle of monsoon disposed provinces in the south of the Philippines, Sabah, or advertised as the “Land Below the Wind”, is the second biggest state following behind Sarawak (Sabah 1992). Although named the “Land Below the Wind”, Sabah is seldom