Imej dan Strategi Peletakan Pulau Langkawi dalam Pasaran Pelancongan Domestik

Norzalita Abd. Aziz, Ahmad Azmi Mohd Ariffin

Abstract


Kajian ini bertujuan untuk mengenalpasti imej Pulau Langkawi dan seterusnya mencadangkan tema strategi peletakan yang sesuai untuk pulau tersebut. Kajian ini menggunakan kaedah Echtner dan Ritchie (1991) untuk mengukur imej manakala tema strategi peletakan pula berpandukan kepada Crompton, Fakeye dan Lue (1992). Analisis Faktor merupakan teknik analisis statistik utama yang digunakan dalam kajian ini. Hasil kajian menunjukkan bahawa tema strategi yang sesuai untuk Pulau Langkawi ialah "Percutian Seisi Keluarga". Tema ini dipilih setelah mengambilkira imej
pulau tersebut berdasarkan data persepsi sampel pelancong tempatan dari kawasan Lembah Kelang. Tema ini menunjukkan kesepadanan antara daya tarikan Pulau Langkawi (sejarah, keindahan alam semulajadi, pusat membeli-belah dan rekreasi) dengan motif melancong pelancong tempatan yang bermotifkan kerehatan dan berekreasi.

ABSTRACT

This study attempts to determine the image of Pulau Langkawi and subsequently suggest a strategic positioning theme for the island. This study applies the method used by Echtner and Ritchie (1991) to measure image while the strategic position theme is determined based on Crompton, Fakeye and Lue (1992). Factor analysis is the main statistical technique employed in this study. Results of the study show that the ideal strategic theme for Pulau Langkawi is "Family Get-Away". This theme was chosen after taking into consideration the island's image based on perceptual data obtained from a sample of domestic tourists residing in the Kelang Valley area. This theme shows a match between the island's attracting factors (historical, natural beauty, shopping and recreational activities) and motives of domestic tourists which include relaxation and recreational activities


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