Konsep Pemasaran Tempat danKepentingannya dalam Sektor Pelancongan: KajianKes di Bandar Diraja Kuala Kangsar, Perak

Place Marketing Concept and it’s Significance in the TourismSector: A Case Study in Royal City of Kuala Kangsar, Perak

  • Fauziah Che Leh Universiti Pendidikan Sultan Idris
  • Nek Kamal Yeop Yunus Universiti Pendidikan Sultan Idris
  • Ahmad Zainal Abidin Abd Razak Universiti Pendidikan Sultan Idris
  • Baharudin Omar Universiti Pendidikan Sultan Idris
Keywords: places marketing, Royal town, entrepreneurship

Abstract

This article aims to explore the benefit of place marketing as a strategy to increase competition in the tourism sectors and the concept based on heritage and royal tourism concept in Kuala Kangsar, Perak. Place marketing strategy and the role of consumers should be integrated in the development of tourism sector to attract tourist to visit and revisit the tourism sites. The integration of the roles of place marketing and place consumerism can stimulate development of tourism sector efficiently and effectively. To get a competitive edge and stimulate growth in the tourism sector, a benchmark to the changes in trends and preferences of the consumers and the application entrepreneurship elements corresponding to the situation of the place is the most important consideration that needs to be implemented. The concept of entrepreneurship should be emphasised during development of tourism plan and should be geared towards competitive features, innovative and risky which is the essence of marketing strategies.

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Author Biographies

Fauziah Che Leh, Universiti Pendidikan Sultan Idris

Jabatan Geografi dan Alam Sekitar, Fakulti Sains Kemanusiaan

Nek Kamal Yeop Yunus, Universiti Pendidikan Sultan Idris

Jabatan Pengurusan dan Kepimpinan, Fakulti Pengurusan dan Ekonomi

Ahmad Zainal Abidin Abd Razak, Universiti Pendidikan Sultan Idris

Jabatan Pengurusan dan Kepimpinan, Fakulti Pengurusan dan Ekonomi

Baharudin Omar, Universiti Pendidikan Sultan Idris

Jabatan Perakaunan dan Kewangan, Fakulti Pengurusan dan Ekonomi

Published
2013-12-19
How to Cite
Leh, F., Yunus, N. K., Abd Razak, A. Z., & Omar, B. (2013). Konsep Pemasaran Tempat danKepentingannya dalam Sektor Pelancongan: KajianKes di Bandar Diraja Kuala Kangsar, Perak. Perspektif Jurnal Sains Sosial Dan Kemanusiaan, 5(3), 68 - 79. Retrieved from https://ejournal.upsi.edu.my/index.php/PERS/article/view/1647