Langkawi, such an amazing island, attracted a lot of people from all over the world. Unbalanced regional development, domestic and foreign tourism competition make Langkawi cannot get a development very well, that is the reason why Langkawi cannot be the world-wild attraction. A right marketing plan can make Langkawi give full play to its advantages and make up for weakness, and then get a good development of marketing. Setting marketing objectives, confirm target markets, use marketing strategies to develop a marketing plan for Langkawi is the focal point of this article. Introduction
Langkawi, “The Island of Legend” is located 108 kilometers northwest of Peninsular Malaysia, the border of Malaysia and Thailand. Comprising a group of 104 islands, the biggest one is Langkawi, it is a place for those seeking tranquility and refuge from the hustle and bustle of city life. The area is about 526 square kilometers. The main island spans about 25 kilometers from north to south. Two-thirds of island covered forests, hills and natural vegetation. It’s a biggest cluster island in Malaysia, constitute of 99 limestone islands. Langkawi Island is richly blessed with a heritage of fabulous myths and legends. As a natural paradise, this island perhaps is incomparable anywhere else in Southeast Asia. The country beauty of the island makes itself a compelling attraction. Langkawi, a drooping part of Malaysia, attracted no tourists until 1987. In 1997, there are 1.7million tourists visited Langkawi and the number reached 2.38million in 2009. Most of the development is in the main town of Kuah and in isolated beach resorts around the coast. The airport is located on this island as well hotel resorts, restaurants and shops. The two main beaches, Pantai Cenang and Pantai Kok, are on the island's western coast, with Pantai Cenang being the most popular as the place for hotels and restaurants. Dotted along the northern coast are the more luxurious resorts. With the only intention to promote tourism, the island was granted a tax-free status. Government has come up with special developments to promote the tourism industry in Langkawi. Tourists are also requested not to bring any cars or other vehicles to go to this island, so it can save this city far from pollution and then make it as a green tourist destination. The Northern Corridor Economic Region development program is a Malaysia Government initiative to promote the economic growth in the north of Peninsular Malaysia .In order to improve the Langkawi’s position as a world-class tourist destination, the Northern Corridor Economic Region is trying hard to attract further world-class hotels and holiday resorts to this island. In the folk custom aspects, the entertainment service development in Langkawi is not a patch on Phuket Island, the rich of history and culture is not as good as Bali Island, but it has abundant natural and geological beauty, simplicity and peaceful country life, leisurely and comfortable tourism atmosphere, it can be developed as an ecological, geological and leisure tourism island. That makes Langkawi not only have a unique style with neighboring famous islands, but also an intellectual tourism trend for satisfy tourists yearning at present. Langkawi is surrounded with many legends that could be used in the marketing of the island. In addition to the natural and social resources, Langkawi has many other resources that could be developed into visitor attractions such as rubber fields, factories, fishing villages and the Hindu temples. The change of the future is expected to the attentive planning and decision by Lembaga Pembangunan Langkawi (LADA). Marketing objectives
Langkawi is a potential island for coastal tourism. Coastal tourism has been the world's largest tourism hot spots and important pillar. With the development of the economy and coastal tourism in the context of the global is developing quickly, coastal tourism...
Please join StudyMode to read the full document