The Potentials of Ecotourism in Malaysia among European Tourists: A Review

Mahadzirah, Mohamad and Nor Azman, Mat Ali @ Salim (2014) The Potentials of Ecotourism in Malaysia among European Tourists: A Review. In: University of Phayao, Phayao Thailand, 17-19 September 2014, University of Phayao, Phayao Thailand.

Text FH03-FESP-15-02926.pdf Restricted to Registered users only Download (320kB)

Abstract

Globally, the tourism industry is one of the fastest-growing sectors and it is becoming very competitive with different market players entering the industry each offering almost similar services and travel experiences making distinguishing tourists' experiences of a destination from other destinations challenging. The main aim of this paper is to review the destination image of Malaysia and propose a befitting destination image to attract European tourists. Malaysia has used several tag lines to promote Malaysia as a travel destination appealing to the different tourist segments: “To Know Malaysia is to Love Malaysia” (nature based), “A Shopping Paradise” (value for money) and “Malaysia is Truly Asia” (culture based). However, it has been argued that Malaysia's image as a travel destination is neither clear nor consistent. Thus, the image branding of Malaysia to date requires re-examination in the context of attracting tourists from European countries. A study was conducted among European tourists to ascertain their perceptions of Malaysia as a travel destination. The findings of the study suggest that Malaysia has great potential to be promoted as providing nature-based tourism or ecotourism to entice European tourists into visiting Malaysia.

Actions (login required)

View Item