Trend Kedatangan Pelancong dan Implikasi terhadap Strategi Pemasaran di Bandar Diraja Kuala Kangsar, Perak

Tourist Arrival Trends and Implications on Marketing Strategy at the Royal Town of Kuala Kangsar, Perak

Abstract

Artikel ini bertujuan meneliti trend kedatangan pelancong tempatan ke Bandar Diraja Kuala Kangsar dan mengaitkannya dengan implikasi terhadap strategi pemasaran sedia ada. Dengan mengedarkan 100 borang soal selidik kepada pelancong tempatan yang ditemui di lokasi pelancongan di pusat bandar Kuala Kangsar didapati Kuala Kangsar mempunyai kekuatannya sendiri sebagai pusat pelancongan berdasarkan tarikan konsep Bandar Diraja. Namun, tarikan ini perlu melalui proses penambahbaikan di samping memperkenalkan faktor lain sebagai tarikan baharu. Kajian menunjukkan status Kuala Kangsar sebagai Bandar Diraja yang pertama di Malaysia masih belum cukup kuat menjadikan Kuala Kangsar dikenali sepenuhnya dalam kalangan masyarakat Malaysia apatah lagi di peringkat antarabangsa.

The aim of the article is to examine the trends of local tourists in the royal town of Kuala Kangsar and its implications for marketing strategies that is already exist. By distributing 100 questionnaires to local tourists in the study area of the city center in Kuala Kangsar, it is found that Kuala Kangsar has own strengths especially the existing concept of the royal town that attracted to the tourists. However, this attraction has to go through via process improvement and the introduction of the other factors as a new attraction. The findings of the article showed that the status of royal town of Kuala Kangsar as the first place of Malaysia was not strong enough to become well known to locally and internationally.