Highland Tourism Study in Malaysia

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UNIVERSITI PUTRA MALAYSIA TOURISM IMAGES OF HIGHLAND DESTINATIONS IN PAHANG, MALAYSIA

                   

NURUL AMIRAH BINTI ZAINOL T FH 2009 2
 

TOURISM IMAGES OF HIGHLAND DESTINATIONS IN PAHANG, MALAYSIA

By

NURUL AMIRAH BINTI ZAINOL

Thesis Submitted to the School of Graduate Studies, Universiti Putra Malaysia, in Fulfilment of the Requirements for the Degree of Master of Science January 2009

i Abstract of thesis presented to the Senate of Universiti Putra Malaysia in fulfilment of the requirement for the degree of Master of Science TOURISM IMAGES OF HIGHLAND DESTINATIONS IN PAHANG, MALAYSIA By NURUL AMIRAH BINTI ZAINOL January 2009

Chair: Azlizam bin Aziz, PhD Faculty: Forestry

The highland is one of the tourism destinations for people to travel to, other than the beach, wilderness, historical site, lake, city and others. Each of these

destinations has their own images that differentiate them from other destinations. The value of understanding the images people have of a

destination is important since it affects the individual’s subjective perception and subsequent behaviour and destination choice. In order to investigate the image of highland destinations, a self-administered survey was used to collect data from 1200 respondents both from local and international tourists visiting Cameron Highlands, Fraser’s Hill and Genting Highlands during November and December 2007.

ii Based on the findings, six factors of the tourism image for these highlands as perceived by the tourists were identified namely; 1) “service and infrastructure”, 2) “local attractions and facilities”, 3) “general mood and vacation atmosphere”, 4) “leisure and recreational activities”, 5) “natural surroundings”, and 6) “nature and family-oriented”. All those factors were significantly different among the

three highlands except for one factor, namely “services and infrastructures”. Genting Highlands strong points are “services and infrastructures” and “leisure and recreational activities” factors. Meanwhile, Fraser’s Hill came out strongly in terms of “general mood and vacation atmosphere”, “natural surroundings”, and “nature and family-oriented”. Cameron Highlands, on the other hand, had a

strong point of “local attractions and facilities” factor. Moreover, the results of the study found significant relationship between tourists’ destination choice and the five image factors which were; 1) “local attractions and facilities”, 2) “general mood and vacation atmosphere”, 3) “leisure and recreational activities”, 4) “natural surroundings” and 5) “nature and family-oriented”.

The findings of the study provided theoretical and practical implications for the tourism authorities of Malaysia specifically in the highland area in order to guide them in formulating more precise future marketing strategies.

iii Abstrak tesis yang dikemukakan kepada Senat Universiti Putra Malaysia sebagai memenuhi keperluan untuk ijazah Master Sains IMEJ PELANCONGAN DESTINASI TANAH TINGGI PAHANG, MALAYSIA Oleh NURUL AMIRAH BINTI ZAINOL Januari 2009

Pengerusi: Azlizam bin Aziz, PhD Fakulti: Perhutanan

Tanah tinggi merupakan salah satu daripada destinasi pelancongan bagi seseorang individu untuk dilawati selain daripada pantai, hutan lipur, tempat bersejarah, tasik, bandar dan lain-lain. Setiap destinasi ini memiliki imejnya yang tersendiri yang membezakan ia daripada destinasi-destinasi yang lain.

Kepentingan memahami imej yang dimiliki oleh individu terhadap sesebuah destinasi adalah bernilai kerana ia mempengaruhi pandangan, tingkahlaku serta destinasi pilhan mereka. Bagi mengkaji imej destinasi tanah tinggi, satu kaji

selidik telah dijalankan bagi mengumpul data daripada pelancong-pelancong tempatan dan luar negara yang mengunjungi Cameron Highlands, Fraser’s Hill dan Genting Highlands sepanjang bulan November dan Disember 2007.

iv Berdasarkan hasil kajian, enam faktor imej pelancongan bagi tanah tinggi...
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