Taman Negara (National Park) Malaysia

• 발행기관: 세계문화관광학회
• 저자명: Faizah Haji Abdul Rahim Faridah Hj. Hassan Carol Teo Boon Chui Rohiyati Haji Hashim Rosidah Musa Jamaliah Mohd Yusuf
• 간행물 정보: 『Conference Proceedings』9th International Joint World Cultural Tourism Conference 2008, 506~513쪽, 전체 8쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.11.30

영문 초록

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.

목차

ABSTRACT

Background of Taman Negara (National Park)

Problem Statement

Objectives of the Study

Scope of the Study

Significance of the Study

Methodology

Findings

Conclusion

References

키워드

Brand Equity Brand Image Destination Marketing Brand Identity