Marketing Strategies of Sabah's Tourism Board

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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 figures3
Chapter 1: Introduction4
1.1 Background information4
1.2 Rationale5
1.3 Aim and Objectives5
Chapter 2: Literature Review7
2.1 The Definition of Destination Marketing7
2.1.1 Destination Marketing8
2.1.2 Destination Image9
2.1.3 Eco-Tourism10
2.2 Review of existing research11
2.3 The Marketing Strategy of Malaysian Tourism11
Chapter 3: Methodology13
Research Aims & Objectives13
Approach13
Sampling and Data Collection13
Credibility and Confirmability14
Dependability and Transferability14
Ethical Issues15
Limitations15
Chapter 4: Conclusion and Recommendation16
Conclusion16
Recommendations16
References17

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...
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