TOURISM
MALAYSIA
PRODUCT AND
BRAND
DEVELOPMENT
Contents
INTRODUCTION
2
BACKGROUND
3
6 THINKING HATS
6
ISSUE ANALYSIS
19
RECCOMENDATION
25
REFERENCES
27
APPENDIX
32
INTRODUCTION
Tourism of Malaysia are celebrated all over the world, and together with the
acknowledgement of Malaysia as second best destination of travelling in the world, there
are some issues that need to be improvised.
Travelers around the world are demonstrated with the best tourists spot around
Malaysia which already have built-in infrastructure, facilities, and services. The problem
lies when it is other tourism attraction spot that are famous by the locals, but they are in
lack of proper facilities, and looks abundant. With this situation, locals somehow loses
their interest to travel domestically, because they have perception that they have travel
over to the unique places, and therefore there is nothing else Malaysian Tourism could
offer. Another perception is the lacking of facilities and services for the local have merely
upset them, thus they instantly choose to travel overseas for vacation.
Based on the discussion between all the hats, the issues are recognized, and
appropriate solution have been offered in order to attract more locals in travelling in the
country. Without this effort, more and more outbound revenue of the locals are being
transferred to other countries. Malaysian as general are still interested to travel locally,
but they just need a better holiday package, which fits their needs and demands.
If there is no action based on the issues highlighted, there will be vast fluctuation
in number of local travelers around the Malaysia. There is a need to tackle the locals in
choosing to travel locally, rather than to go overseas, this is because, there are many
untapped tourism spot still yet undiscovered.
BACKGROUND
One of the biggest and popular Tourism destinations in the world is Malaysia and
it has been attracted by millions of foreigners from all over the world. Traditionally it was
promoted towards international market. Why Malaysia is being one of the most popular
tourist destinations in the World? Multiculturalism has not only made Malaysia a
gastronomical paradise, it has also made Malaysia home to hundreds of colorful festivals.
It's no wonder that we love celebrating and socializing and one of Malaysia's key
attractions is its extreme contrasts. Towering skyscrapers look down upon wooden houses
built on stilts, and five-star hotels sit several meters away from ancient reefs. Cool
hideaways are found in the highlands that roll down to warm, sandy beaches and rich,
humid mangroves. For the perfect holiday full of surprises, the time is now, the place is
Malaysia (Malaysia Truly Asia, n.d.).
But the Domestic tourism in Malaysia has experienced dramatic boom after
government turns to domestic front and introduces various measures. Domestic travels
were particularly promoted after Malaysia felt the effects of the financial crisis towards
the end of the 20th century. Since then, Malaysians have been encouraged to spend their
money at home and to visit local destinations.
Malaysian Tourism Promotion Boards (MTPB) have held responsibility of
encouraging and promote international and domestic tourism to the country since 1972
(Tourism Malaysia, 2008). Larger revenue of tourism is from international tourist
accounted over 24.7 billion in 2011, with the total revenue inflow of 58.3 billion as
compared to 17.3billion in the year of 2000 (Tourism Malaysia, 2011).
Thus, the
Tourism Board of Malaysia are dedicating their goal to “increase the number of foreign
tourists to Malaysia, extend the average length of their stay and so increase Malaysia's
tourism revenue” (Tourism Malaysia, 2011).
Malaysia was voted as the 2nd Best International Tourism Destination in the
world in 2010, but in 2004, and 2006 Malaysia is the 1st Best International Tourism
Destination (Global Travel Industry News, 2010).
The table “Tourist Pattern around the World” (MITE, 2012)
From the chart above, we can see the pattern of tourist for around the world into
Malaysia, the highest goes to Singaporean, then in 6th place is India, followed by U.S.A
in 13th place, and Saudi Arabia in 18th place.
Tourism in Malaysia has become the second largest sector that contributes to the
Gross Domestic Product (GDP). Thus it is not surprisingly, tourism is the main target
industry that were given importance in the Eight Malaysian Plan (8MP) to Tenth
Malaysia Plan (10MP) (Norasmah, Suzana, & Farlizawati, 2012).
However, after years of focusing on international markets, Tourism Malaysia has
realized that they are in need to focus on domestic and local travelers. Due to other
external factors around the world such as political, economical and health issues, such as
worst inflation situation in Europe, Economy downfall in America, Tsunami, Terrorist
Attack, spread of SARS and Bird-flu diseases, campaign in promoting tourism in
Malaysia are acknowledge widely by the locals.
Cuti-Cuti Malaysia is a tagline for domestic campaign which was launched in 11
September 1999. The objective was to in calculate the travel culture and to change their
mindset in order to regard holidays as part of their life. “The campaign also aims towards
creating a planned holiday culture amongst Malaysians using tour packages. The former
themes for domestic tourism campaigns include Our Malaysia, Malaysiaku (My
Malaysia), and Malaysia Destinasiku (Malaysia My Destination)” (Baharuddin &
Yusnita, 2005).
6 THINKING HATS
WHITE HAT
The global slowdown in economic recovery forced many travelers to choose travelling
within Malaysia. A survey was conducted by Fundamental Research Grant Scheme
(FRGS) from Ministry of Education, shows analysis of local tourist expecting different
product from their tourist hotspot, and traveling differently to the destination (Mohamed,
2005).
In term of domestic travelers, it is branched out to two groups that are
excursionists and tourists. Excursionists are people who traveled from 0-50km and return
back to their origin on the same day, for example they are engaged in seminar, meetings,
or even for short breaks to other places, while tourists usually spent for at least one night
(Domestic Tourism Survey, 2011)
The chart “Number of Domestic Tourism” (Domestic Tourism Survey, 2011)
Domestic tourism in Malaysia are very influenced by seasons, for example the
celebration seasons, and school holidays season.
The chart “Domestic Visitors” (Domestic Tourism Survey, 2011)
The major holiday based on festivals such as Hari Raya Aidilfitri, Chinese New
Year and Deepavali have reflected on the multiculturalism of Malaysia. During this
season, most Malaysia adopt the ‘Balik Kampung’ culture where most residents from the
major cities will be leaving to northern and southern cities such as Kedah, Kelantan,
Terengganu, Johor and such which cause massive exodus of travelers from big city
centers, causing highway jam and long queues at the toll lines. Other races who do not
celebrate will still go back to their hometown, but then most of them will opt for short
holiday trip with families to Penang, Langkawi, or Perhentian Island, and such. Then,
another peak season is during school holiday, between the months of December to
January (Frommer, 2012).
In order to understand better the activities of domestic travelers, Domestic
Tourism Survey, 2011 have conducted survey on the trend.
The table “Domestic Tourist Trips 2011” (Domestic Tourism Survey, 2011)
From the findings, it is shown that 43% visits the family, relatives and friends,
followed by shopping 31%, and then 14% on holiday, leisure, relaxation, and getaway.
Despite the belief the Malaysian prefer to engage in balik kampong as travelling, only
small number of Malaysian consider balik kampong as travelling purposes (Domestic
Tourism Survey, 2010).
It is during these two peak season where tour agencies are providing discounted
packages on local attractions in order to attract families and their immediate families
together. In addition to that, equipped transportation facilities for example Malaysian
Airlines System and Air Asia provide lower prices to top destination as to encourage
travelling (Kang & Tan, 2004).
The Domestic Tourism Survey has summarized, the top five destinations most
visited by domestic visitors. These places are located in the states of Selangor, Sabah,
followed by Wilayah Persekutuan Kuala Lumpur, Kedah and Johor. Among the places
that are included in this are Zoo Negara, Sunway Lagoon, Pantai Tanjung Aru, KLCC,
Pantai Chenang, Langwkai Cable Car, and Danga Bay (Domestic Tourism Survery,
2011). Based on this, it is predicted that the two groups that contribute to this high
volume visitors are individuals who travels with families and other immediate families,
also another individuals who travels with or without families but stays around the
beaches.
In term of the mode of transportation, most Malaysian travels to their destination
via land transportation, then water transportation, then only air transport. Nevertheless,
the road transportation that they prefer the most is travelling with their own private
vehicle.
The chart “Percentage of Domestic Visitors by Mode of Transport” (Domestic Tourism Survey, 2011)
From the research done, most Malaysian travels by driving their own because the
lack of transportation facilities that they might face on the destination, or because the
high charges of taxi when there is demands, and lastly because it is very economical if
they travel with families. In addition, most young Malaysians own cars, and our petrol
prices are some of the cheapest in the region (Jacob, 2010).
The chart “Types of accommodation used by domestic tourists 2011” (Domestic Tourism Survey, 2011)
On the other side, types of accommodation used by domestic tourists are noted
highest for staying by friends and relatives houses, followed by Hotels, and very small
percentages for other accommodation choices. Malaysians are less willing to take a
chance and risks of not having accommodation at the destinations, but most of them
prefer staying in friend’s or relative houses thus they do not make any prior arrangement
with hotels (Baharuddin, 2003).
“Malaysians are seen to be more practical in traveling nowadays, valuing the
privacy of both themselves and the hosts and opting for hotels or resorts nearby. This also
reflects a greater affordability among them” (Baharuddin & Yusnita, 2005). Thus, more
campaigns are in need to inculcate the travel culture, and spending culture amongst
Malaysians, and also to created ideal holiday package amongst Malaysians.
Malaysian pattern of domestic travelers have changed, more women are starting
to travel, comparing to the men. In 2011, the proportion of male domestic visitors was
49.0 per cent and female domestic visitors was 51.0 per cent. While in 2011, it is noted to
the same volume.
The chart “Percentage Distribution of Domestic Visitors by Gender 2010 and 2011” (Domestic Tourism Survey,
2011)
“Nowadays, a large number of Malaysian female either single or married travels.
The change of mindset on traditional believe that female should stay at home has made
ways for female to enjoy traveling as much as male counterpart. This also perhaps
reflects the high level of safety, convenience, and affordability among Malaysian females
to travel alone” (Baharuddin & Yusnita, 2005). This is perhaps an increasing promotion
on spa retreat and shopping bliss in most tourism attraction spot offers example
Langkawi where it is an island with vibrant beach, international hotels, and duty-free port
(Hamimah, 2008).
Whereas in term of ethic distribution, Bumiputera has the highest percentage of
distribution, ranging as 67%, followed by Chinese 22%, then Indians 7.0%. While in
terms of household income, most domestic travelers are between RM 1,0001 to RM
3,001. Whereas occupation wise, most visitors are from others, followed by sales person,
then students, then professionals, and small percentage of managerial and administration.
The chart “Percentage Distribution of Domestic Visitors by Ethnic Group 2011” (Domestic Tourism Survey, 2011)
The chart “Percentage Distribution of Domestic Visitors Household Income Class, 2010 and 2011” (Domestic
Tourism Survey, 2011)
The chart “Percentage Distributions of Domestic Visitors by Occupation 2011” (Domestic Tourism Survey, 2011)
Most Malaysian travelers are referred to as ‘comfort discovers’, ‘explorer’ and
‘passive explorer’ as it could be seen from their pattern of travelling, which prefers local
host to use standard language, buy common souvenirs, travel in big groups, and prefer to
stay at proper accommodation with full services and facilities. However, at the very same
time, the members of this group are rather active, seek adventurous activities like scuba
diving, and rock climbing, jungle trekking and so on. They enjoy discovering new places,
enjoy meeting people and look for native crafts, as they did not travel much during their
childhood (Norzalita, 2009).
Black Hat:
1.
Inadequate Infrastructure
Malaysia has a quite number of tourism spot, but due to the inadequacy of infrastructure;
transportation mainly, the local tourist has to change transportation mostly to reach their
destination.
2.
Cleanliness Issue
Cleanliness here in Malaysia is still an issue in some tourism spot resulting Malaysians
prefer to spend their holiday overseas. The government must be aware of small things
such as sufficient dust bin around the tourism spots.
3.
The Taxi Issue
Some of the taxi driver in Malaysia will charge with ridiculous price when they know
that the passengers are tourist or unfamiliar with the area. This is a serious issue that
needs government intervention.
4.
Overseas are better mentality & Ignorant Mind-Set
The mind-set of Malaysians that think that they know everything about what Malaysia
has to offer itself. Therefore, they go overseas more than visiting interesting tourist places
in Malaysia.
5.
‘Balik Kampung’
Malaysians tends to go back to their hometown in the weekends or a short to long
holidays. Rather than spending money on accommodations in a hotel or resorts, they
prefer to stay at their family houses which won’t bring any income to tourism.
6.
Expensive Prices
The domestic tour package sometimes could be even more expensive than the overseas
tour, this will lead to the threat of domestic tourists will prefer to go abroad to spend their
holiday.
Yellow Hat:
1.
Boosting up Revenue
Malaysia has a quite number of tourism spot, if the locals and in this case is Malaysians
in general should promote the tourism in Malaysia and spend their money for a vacation
in Malaysia itself rather than going overseas that can help to boost the local economy.
2.
Broaden Malaysian’s horizon
If domestic tourism are marketed well and achieves their target, then automatically it will
broaden the knowledge of Malaysians about what their country has to offer in terms of
tourism.
3.
Increase awareness of cultural differences
Visiting local tourism spot in different places around Malaysia will teach Malaysians of
their unique difference and the cultural differences among themselves, Peninsular
Malaysia and Eastern Malaysia for example.
4.
Increase Employment
The on-going domestic tourism activity will results in new job fields that will affect
directly and indirectly the economy of the place therefore it will increase the number of
employment in the region
5.
The Spread of Locals
Domestic tourism will disperse travellers across and allow them to go deeper into their
destination, thus leads to the stretch of tourism beyond the main city centres. They can
start to explore other places beyond that.
6. Encourage visitors from other areas
With this high level of patriotism, Malaysians can inspire foreign tourist to get to know
their traditions. Exotic culture seems attractive for abroad visitors, what would also
positively influence on economy of the country for the reason that tourist dollar
contributes better to tourism in Malaysia.
Red Hat:
1.
Cultural Participation
We need to increase cultural participation in the Domestic Tourism; this will increase
patriotism among the locals.
2.
Malaysians are very proud of their Culture
There are some local cultural programs that are rarely being practiced, but people would
love to participate in such cultural events, organizing cultural events will also encourage
traveling more.
3.
Tourism Malaysia to Focus on Eco friendly Tourism
There is huge amount of travelers in Domestic tourism who loves to enjoy greener
environment. Therefore, we propose Eco-friendly tourism Instead of cutting down the
trees, building concrete hotels and damaging the environment we can focus to come up
with environment friendly designs.
For example: to have more water villas or allow having hotels with maximum 2-3 stories
low raise beach hotels.
4.
Discover History of Malaysia
Since Malaysia has a vast history before the independence and after the independence,
people would love to discover and find about it. For example; how Malaysian got
Independence from Portuguese and increase awareness on over all Malaysian history.
Such as; Hindu Kingdom, Islam and the golden age of Malakka etc.
5.
Improve Transportation during the Seasons
Domestic Tourism is mainly seasonal, some travels to meet family and friends during the
festive seasons and the rest is traveling on leisure, relaxation and on holidays. Therefore
it is highly required to provide a better and comfortable transportation, especially during
the festive seasons.
6.
Negative Image on Domestic Tourism
The intuition on Domestic Tourism was perceived negatively by the society because of
the drug and other social problems. There has been increasing of female travelers and
single travelers in domestic tourism, it is important to focus on new security methods and
keep the destinations a safer place
7.
Improve facilities
It is crucial to introduce new facilities and improve the existing facilities. Such as parking
lot space for the handicapped travelers, prayer rooms and tailor-made toilet been built to
assist Muslim travelers. These facilities need to be provided in order to equipped the local
travelers with the necessity, and thus make them feel comfortable.
Green Hat:
1. Develop & Maintain Infrastructure
The Tourism Malaysia supposed to supervise the management of the tourism places to
check, maintain & developing some innovation for the infrastructure frequently. A
frequent inspection should be conducted to check whether the transportation is wellarranged so the visitor has easier access to the tourism spot.
2. Clean the tourism spot
Tourism Malaysia needs to make sure that the management care about the tourism spot
cleanliness.
3. Introduce New Spot
Provide information about new tourism spot in Malaysia, domestic tourism that the
locals never know before. Tell them that many destinations can be found and observed
in Malaysia.
4. Arrange the Public Transportation & Cooperate with Taxi Management
Arrange the public transportation access to be more accessible to all the tourism spot.
The government itself has to be involved in battling against bad taxi driver; and a deal
should be made between Tourism Malaysia and taxi management to lower the price.
5. Offers Packaging & Provide More Information
Change their mindset that holiday is not all about going back hometown but more to
visit & explore other interesting place in Malaysia. The same solution as mentioned
above to provide more information to the locals.
6. Offer Cheaper Travel Package
Offer cheaper price for the domestic tourism in Malaysia. The Tourism Malaysia should
cooperate with the local tour and travel to make a better offer of cheaper tour package
for the locals.
ISSUE ANALYSIS
Tourism Malaysia has to promote their domestic tourism to the local residents to
boost up the local tourism industry in Malaysia but somehow, there were various factors
that will impact them during the promotion time. So, our team has a task to observing
what kind of issues that arises and affect the domestic tourism in Malaysia. We are going
to identify all those issues and after that we also giving the solution to Tourism Malaysia
to solve it. Based on our research, we found out that there are 6 issues about the domestic
tourism in Malaysia, those issues already mentioned in the black hat. We already found
the solution like what the green hat says above too. So, in this part we are going to
analyze the issues one by one and relate it with the solution that we have for the Tourism
Malaysia.
1.
Inadequate Infrastructure
The first issue that arise is about the infrastructure in the tourism spot is
inadequate. It is a major problem in some of tourism spot. This can happen because lack
of maintenance from the tourism management itself and the visitor is doing irresponsible
behavior and action that damage the infrastructure. Moreover, in some tourism spot, they
never maintain the infrastructure since a long time ago so the infrastructure become
inadequate and need to change it as soon as possible.
Tourism Malaysia can maximize on the infrastructure development part by
supervised the tourism management to change the inadequate infrastructure. This is the
right approach and only way to boost infrastructure. An innovative infrastructure also
needed to makes the tourism spot more attractive to the local visitor like adding some
modern element without change the originality of the tourism spot identity.
Beside that Tourism Malaysia should supervise the management to check the
infrastructure, maintain and improve the infrastructure frequently. So the visitor can visit
the tourism spot comfortably and safely. The Tourism Malaysia also can ask the
management to sets the strict regulation to avoid the visitor spoiling the infrastructure
2.
Cleanliness Issue
The Tourism Malaysia should take a look how is the cleanliness rate at all the
tourism spot. Because cleanliness is a sensitive issues that arise. Mostly people are
complaints about their unsatisfactory level of cleanliness at food outlets, markets, toilets
and hilly parks, including national parks. The Tourism Malaysia can cooperate with the
management to increase the cleanliness rate from each tourism spot. Provide more
recycle bin, clean it frequently. Especially the toilet, this is the main problem that can be
found. A public toilet at the tourism spot supposed to clean especially during holiday
week when there is a lot of visitor come to the tourism spot. Many toilets are smelly,
dirty and without running water. So, the authorities must improve cleanliness at all cost,
before it is too late.
According to My SinChew.Com (2011) tourist thinks that Malaysia tourism spot
is nice but "the nose will guide me to the toilets" they say, said Tourism Minister Datuk
Seri Dr Ng Yen Yen at the Langkawi Tourism Industry Awards 2010/2011 ceremony.
She also said “The government had launched numerous campaigns, including the Clean
Malaysia, Beautiful Malaysia Campaign (Malaysia Bersih, Malaysia Indah), but the
problem of cleanliness had not been fully solved” (CJ.My, 2011).
Malaysia. Com (2011) states that some tourism spot like in Port Dickson has dirty
water that used to make drinks, food and clean dishes while the toilets and sinks were
filthy.
All of these are only few examples for the Tourism Malaysia to pay more
attention about the Tourism cleanliness. Tourism Malaysia can set regulation for tourism
management who did not take special care with the cleanliness of the tourism spot should
be fined. This new regulation and law should affect the visitors also, and this will be
carried by the management.
Example: Tourists throw the rubbish anywhere but the trash can itself. Then, the
management saw that, they can fine them. Because if the management already trying to
clean the tourism spot but the visitors themselves do not keep the place clean, so, what to
do, Tourism management should set the regulation and penalty for them if they break the
rules.
3.
The Taxi Issue
This issue also arises in Malaysia where some of the taxi drivers are like to charge
the passengers with ridiculous price when they know that the passengers are tourist
whether they are local or international as long they were unfamiliar with the area. This is
a serious issue that needs government intervention.
According to Biscoe (2009), unchallenged by government, taxi drivers in
Malaysia are free to demand whatever fare they feel like charging and often simply shut
off their meters. For example: A tourists who were arriving at airports will not always
have a suitable alternative when they want to go to specific locations. So, they are going
to use taxi to reach the destination and we can see that the driver sets an expensive price
for them.
This issue also makes people prefer to use their personal transportation rather than
use the public transportation when visiting the tourism spot. So, we find a solution for
this issue, the Tourism Malaysia should arrange the public transportation access to be
more accessible to all the tourism spot. It can connect from one spot to another spot. As
we all know, the public transportation system in Malaysia comprises of bus, railway and
taxi services. There are many choices for people to choose, if they only want to use the
taxi, so the Tourism Malaysia and the government itself has to be involved in battling
against bad taxi driver; and a deal should be made between Tourism Malaysia and taxi
management to lower the price.
4.
Lack of Information
The next issues are about the mind-set of Malaysians they were lack of tourism
information so it caused some negative thinking like: 1st, they think that they know
everything about what Malaysia Tourism has to offer itself so they feel that no more
place can be observed. It caused the 2nd think that the overseas offers more interesting
tourist places rather in Malaysia. Actually they do not know that there were a lot of more
tourism spot in Malaysia. Most people think that visit the tourism spot, the only activity
they can do only shopping. They are lack of tourism information. So, the Tourism
Malaysia has a big task here.
The Tourism Malaysia should tell Malaysians that there are a lot of tourism spot
that can be visited. They should find more new tourism spot. Inform them that there were
lots of activities that they can do when they visit those tourism spot. All kind of tourism
in Malaysia is not all about shop tourism although the most famous tourism in Malaysia
is this kind, such as the Carnival Mega sale & End Year sale whereas actually, there is
more interesting tourism in Malaysia such as ecotourism, city life, spa & wellness,
historical tourism, heritage, nature, such as the river tourism.
For example the river tourism:
•
Kilim River Cruise in Langkawi provides visitors with a nature park marine
ecosystem, eagle-feeding and bird-watching activities in September and March.
•
Melaka River Cruise provides visitors with a historical lesson about Malacca
since this place has a lot of cultural and historical values.
•
Kinabatangan River Cruise; located in Sandakan, Sabah. The river sustains one of
the world’s richest ecosystems. The home of Borneo indigenous Orang-utans, Proboscis
monkey, and other 10 species of primates. Visitors can enjoy the cruise with a package
with an optional tour with cultural activities such as farming (Sabah Tourism Official
Board Website & Tourism Malaysia Corporate Website, n.d.).
Offer & promote more tourism spot that is less attractive so the local tourist
knows that there are lots of tourism spots that they never know before. It also can change
their mindset about going and visit tourism spot overseas. If the local tourists go for
domestic holidays rather than overseas holiday, they will spend their money local and
that will contribute a lot to the income from tourism. Not only that, it will also help to
raise the awareness among Malaysians about what Malaysia has to offer. Tourism
Malaysia also can make new tourism campaign beside the Cuti-Cuti 1 Malaysia & Zoom
Malaysia, try to create a memorable campaign name and huge promotion to attract the
local tourist so they want to visit the Malaysia domestic tourism. Then they also can do
more event like tourism fair such as Matta Fair to promote those campaign.
5.
Change the tradition “ Balik Kampung”
This issue is about the local mindset, the “balik kampong” tradition. Actually
Balik kampung is a great tradition. It helps renew people ties and relationship with other
members of their parent's family and relatives. And if they really come from the
kampungs, it would remind them of their past, their bucolic antecedents and the simple
life that they lead. But the problem is the Malaysians always tend to go back to their
hometown in the weekends or at short holiday then when they have long holiday, they are
prefer to going overseas because most of them already save their money before the long
holiday came and they already planned it.
Rather than spending money on accommodations in a hotel or resorts, local tourist
are prefer to stay at their family houses which won’t bring any income to tourism. This
lifestyle occurred due to Malaysia have a quite number of holidays let it be public or state
holiday. So, the Tourism Malaysia supposed to provide more information to the local
tourist that if they have any holiday, they can ask their family to going on a short trip
visiting any tourism spot in other country rather than “balik kampung” every time they
have holiday. They can go back to their hometown but they should try to stay at some
hotel at their hometown and visit their hometown tourist spot. A tour package is needed
to make Malaysians spend their domestic holiday and spend their money on a hotels or
resorts so it’ll contribute to the income.
6.
Expensive Prices
The domestic tour package sometimes could be even more expensive than the
overseas tour. Now this could result in a very bad way since Malaysians will feel that
“why do I need to spend more money domestically while I can spend less if I go
overseas?”What Tourism Malaysia will face next is the drop of the domestic tourist’s
number and the increase on how many Malaysians going overseas for holiday. They can
cooperate with the local tour & travel agent to create a tour package with cheaper or
lower price is crucial in this part of tourism to reduce more tourists from going overseas.
With a cheaper tour package, followed by the facilities that follow the tastes of the
tourists, this issue could be solved.
RECOMMENDATION
Tourism in Malaysia has become the second largest sector that contributes to the
Gross Domestic Product (GDP) and the Malaysian economy. The Domestic tourism in
Malaysia has amazingly boomed after government turns to focus local travelers and
introduces various events and activities that may grab the local travelers.
Domestic travels were particularly promoted and being concentrated after
Malaysia felt the effects of the financial crisis towards the end of the 20th century. Since
then, Malaysians have been encouraged to spend their money at home and to visit local
destinations. According to the surveys conducted and the six hats we have come across
results that Tourism Malaysia still needs to improve and change the mind set and the
traveling style within Malaysia.
There are several issues have been identified through six hats, for an example;
from white hat and black hat we understand that due to the World’s economic down fall
the government have concentrated to the domestic tourism, and Government still need to
improve and enhance the services provided at the destinations. Such as Inadequate
Infrastructure, Cleanliness Issue, The Taxi Issue, less awareness about the tourism spot
etc. based on the survey the majority of travelers are female and families.
Therefore, providing a proper security in the destinations is highly required and
also to improve the facilities. And also we found out that majority travelers are not on
leisure or vacation, but visiting to their families and friends.
Therefore, we recommend Tourism Malaysia to introduce new products and
services along with proper facilities under a new theme ‘This is Malaysia’. Purpose of
introducing such slogan is to increase domestic travelers, their participation and increase
awareness about the beautiful tourist destinations and its history. Which means no any
other country can offer what Malaysia cant in terms of Beauty, environment, beaches,
facilities, comfort accommodation, privacy and security.
So there will be no reason for Malaysians to travel abroad for holidaying. ‘This is
Malaysia’ will bring new colors to domestic tourism with special amenities such as
security guaranty for travelers and the location, introducing environment friendly (ecotourism) tourism; Such as water spots in river, parking space for the handicapped
travelers, prayer rooms and tailor-made toilets been built to assist Muslim travelers,
introducing mosque in tourist locations. ‘This is Malaysia’ will be a broad theme that will
connect the International market as well, meaning that to portray tourist locations and
places in Malaysia is not for foreigners only but any Malaysian can travel at their
convenience and experience the beauty and fun.
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APPENDIX