The report is prepared to discuss about the contemporary tourism issues associated with the tourism destination in Malaysia. The report will present about the various tourism and hotel issues related to the destination in Malaysia and at the same time, determine the potential of tourism market in the concerned location along with the development of transport related issues too (Tourism.gov.my 2019). The assignment will also present us an idea about the development of accommodation facilities in the location and even deal with the risk and crisis management for addressing the risks and issues considered by the destination managers to make the location a great place for people to visit.
Not only all these aspects will be included, but also the impact of social media platforms and how it has influenced the marketing approaches for the destination will be illustrated here considering the fact that more tourists will be drawn towards the destination. This will allow for improving the marketing approaches’ efficiency, furthermore ensure attracting new tourists and even retain the existing tourists to make the place a popular tourist destination for people to visit consistently (Tang, Cheam and Ong 2017). The potential of the experiences of visitors will be assessed as well for ensuring that the destination is managed properly and taken care of for making it a place that the tourists can experience peacefully and this shall result in higher level of satisfaction among the tourists with ease and effectiveness.
The tourism market potential is positive and there are evidences of success within this industry, in spite of the obstacles and challenges faced along the way. It has been found that the tourism industry in Malaysia strives to accomplish the tourism goals and objectives by achieving target of more than 36 million tourists every year and even aiming to achieve the profit of more than Rm168 billion in tourist receipts at the end of the year 2020 (Tourism.gov.my 2019). To improve the tourism potential, the promotional strategies and campaigns have helped in accomplishing the business goals and at the same time, worked in partnership with both the local and global partners along with the stakeholders for gaining success all throughout, furthermore make the year 2020 as Visit Malaysia Year for the purpose of promoting the tourism services offered. This would also help in boosting the arrival of tourists and gain higher number of tourism receipts.
But, one of the major issues is the poor approach towards sustainability and not keeping the environment safe and healthy, which can harm the ecological balance in nature as well as reduce the number of visitors to the destination. This could also result in degrading the natural resources and at the same time, create difficulty in managing the supply chains, furthermore create complexities in the way the tourism destinations can be kept safe and healthy for the tourists to visit (Ng et al. 2017). Considering the good potential of the tourism market, one emerging tourist market segment could be the eco-tourism or green tourism that should suit the appropriate market for the destination. The targeted market segment include the trekkers, nature lovers, etc. who should be allowed to visit various eco-tourism destinations, especially the jungle treks, spotting wildlife, enjoying the flora, fauna and biodiversity on land and in sea as well. The eco-tourism has great potential within the Malaysian tourism market and this could not only help in making people aware of the biodiversity of the eco-tourism places, but should also preserve the natural resources and ensure keeping the environment safe and healthy too at Malaysia (Bbc.com 2019).
The development of transportation facilities plays a major role in managing international trade activities in Malaysia and can also facilitate leveraging the accessibility and connectivity by managing digital marketing techniques while optimising the up-to-date information technology systems for promoting the tourism services in Malaysia. This will also allow the tourists to make bookings of transportation online for visiting the popular destinations all over Malaysia and even suit the needs of people at a specific time, place and situation. The safety and security issues have been important considering the indispensable condition for travel and tourism and these issues are often the case of changes in the tourism sector leading to negative consequences such as crime, terrorism, etc (Bbc.com 2019). Often the natural disasters have caused transportation issues, due to which, the tourists have faced difficulties in visiting the places all over Malaysia properly. The inadequate infrastructural facilities have also affected the management of accommodation and transportation facilities in Malaysia. The public transportation facilities are too frequently often not found to be accessed by tourists to move away from the main city or town. The taxi fares are also higher, which might not be affordable for the tourists to visit the concerned destination on time. The transportation development has been possible with the development of tourism buses and the good network management is facilitated furthermore with the inclusion of trains, buses and taxis that provide great transportation facilities to the tourists (Rode et al. 2017). There are regular flights to the Malaysian airport that promotes Malaysian tourism, which has raised the awareness among people too and influenced them to visit the tourist destinations much more frequently. There is car rental system and the economy air conditioned coaches available in the trains further facilitate improved transportation from Peninsular Malaysia via Thailand and Singapore. Thus, the improvement in transportation facilities should ensure that the tourism industry in Malaysia can flourish and become one of the nation’s major supporting economic pillars too.
The lack of proper management of infrastructure is one of the major issues that have affected some of the accommodation facilities related to the tourism in Malaysia. The tourism in Malaysia is confident of the tourism industry and considers that it has great potential in the upcoming years with the evolvement achieved through development of new infrastructures, tourist attractions, implementing new organisational and tourism policies and incentives too (Mosbah and Al Khuja 2014). To resolve the issues related to the inadequate tourism infrastructural facilities that have affected the accommodation development, the tourism industry has focused on the management of hotels consisting of effective technologies to create convenience for the tech savvy travellers and some individuals who are comfortable with the use of mobile apps and websites. Wi-Fi support has been enabled at hotels for fostering growth and development in the accommodation facilities while increased emphasis on the sustainability management has been one of the recent trends within the industry as well. The development of eco-tourism is facilitated with the introduction of eco-huts and eco-lodges to deal with the ecological issues and at the same time, promote awareness of conservation of natural resources and protection of environment too (Bbc.com 2019). These are the recent trends that support the development of accommodation facilities in the tourism sector of Malaysia and should also help in promoting the sustainable tourism within the Malaysian tourism sector with much convenience.
One of the major crisis situations is related to the lack of managing an appropriate risk management framework by the tourism companies. This has created confusions among the tourism companies to identify the issues properly and this has further affected the business functioning by not being able to identify the needs and preferences of clients with ease. There have been increase in crime rates and the tourists have often been victims of theft and robbery, which hindered the security and safety of tourists too at Malaysia (Bhuiyan, Siwar and Ismail 2013). There were language barriers and poor communication skills along with poor management of tourism activities, which further hindered the successful management of tourism activities all over, furthermore deteriorating the business performance and profit level achieved by the tourism industry in Malaysia as well. The lack of hospitality training and educational facilities along with lack of empowerment of workers further contributed to more issues and risks, which deteriorated the quality of services and created labour shortages too within the tourism industry. The technological problems were associated with the lack of interactive reservation systems and poor innovation, which further deteriorated the yield management and affected the management of sustainable tourism activities in Malaysia (Amin et al. 2013). The managers of the destination must consider all these issues to make sure that these could be overcome and the tourists are taken care of properly for managing the tourism activities and at the same time, facilitate the creation of awareness among people regarding the tourism services provided by the Malaysian tourism sector.
Social media has revolutionized the business practices of tourism industry. Adopting direct and indirect marketing strategies have enabled the Malaysia tourism industry personnel to reach to large number of customers. As a matter of specification, social media acts assistance in terms of promoting the current trends in tourism services. Trials and experiments for the proposed plans and strategies helps Malaysia tourism industry to assess the behavioural approach of the customers towards the proposed offers, schemes and discounts (Hvass and Munar 2012). Uploading the information of the schemes, discounts and offers, planned for the eco-tourism packages is one of the effective options for conveying the essential information to the clients and the customers.
Incorporation of marketing mix helps Malaysia tourism industry personnel to examine the impact of social media marketing on the promotion of the marketing strategies. Hiring Malaysia Airlines for sponsoring the promotional advertisements, acts as an agent in terms of enhancing the supply chain network. Within this, levying the information of the rental cars, which provides services to the hotels within the jungles. This is in terms of catering to the difficulties, which persists in reaching to the hotels situated amidst the wilderness. Along with this, sending direct mails to the clients and the customers, about the tourism packages regarding fusion foods and free passes for the cultural shows in the Eco huts, is an initiative of Malaysia tourism industry personnel to improvise on the servings to the tourists, who are nature lovers (Rode et al. 2017). Uploading the blogs of the customers and the clients on the websites acts as a word-of-mouth advertising for the eco-tourism services. Strategic approach in promoting the advertisements enhance the brand image.
According to Connell (2013), security cookies and policies aids Malaysia tourism industry personnel to preserve the security, privacy and confidentiality within the responses provided by the clients and the customers. Reference can be cited of Data Protection Act (1998), which proves effective in terms of preserving the confidentiality with the organizational data. Market research regarding adoption of the software with latest and modern features is an approach towards ensuring the wellbeing of the customers (AlBattat and Som 2013). Apart from this, partnerships with the website developers supports the Malaysian tourism industry personnel beautify the services for promoting the services.
Activities like pay per click advertising helps Malaysian tourism industry personnel to assess the number of visitors. Tracking the number of visitors into the website is assistance towards assessing the feasibility, appropriateness and feasibility of the plans and strategies (Express.co.uk 2019). Along with this, this promotional activity is assistance in terms of attaining financial flexibility. Surveys and feedbacks exposes the approach of the customers towards the levied tourism packages (Hassan 2014).
According to the visitor’s experience, theme parks have attained transformations in the recent times. However, the proper marketing in terms of sustainable tourism is meagre, which deprives the children from fulfilling their entertainment needs. Proper safety and security measures have added to the choice of the site as the preferred destination. This can be supported with the data revealing 75.3% of the tourists travelling for the purpose of leisure. However, limited number of rides can deprive the children getting the required entertainment. Introduction of more rides would be the prime responsibility of the park operators in terms of attracting the tourists travelling with their families (Jamal, Aminudin and Rahman 2017). Within this, testing of the rides would be a wise approach towards ensuring the security of the children. Along with this, introducing accidental policies for the customers would be effective for gaining trust, dependence and loyalty (Lovelock and Lovelock 2013).
One of the other areas of visitors’ experience can be food. The visitors point out to the diversity, which exists in the cuisines. Fusion foods have adversely affected the appetite cravings of the customers. Hygiene is one of the aspects, which lack effectiveness in the hotels within the forests. Hygienic presentation of foods would be crucial for catering to the health issues of the guests. This type of presentation would be beneficial, especially for the tourists travelling with the families (Saarinen and Rogerson 2014). Usually, it would add to the surprise of the tourists regarding the availability of such foods in wilderness. For this, the restaurant owners need to be adopt frequent quality control examinations for the produced food items. Maintaining frequency in these tests would be effective for upgrading the standards and quality of the food and beverage management (Hartmann 2014).
Conclusion
Vacation provides the much needed relaxation to the people from the drab monotony of life. In order to enjoy to the fullest, people search for prospective sources, which would help them in getting the required enjoyment. According to the recent tourism trends, there has been an increase in the tourists, preferring to spend vacation in the lapses of Nature. Through these issues, the report exposes the different customer behaviours related to the levied tourism services.
Eco-tourism is one of the emergent trends in the tourism sector, which gains importance through the report. Within this, mention can be made of the rental cars and bus services plying from the Malaysia airports, addressing the concerns of the visitors regarding reaching to the hotels within the forests, safely. Eco-huts suffices the need for gaining a wild experiences within the lapses of Nature. Cultural shows in these huts acts assistance for the Malaysian hotels regarding attracting tourists across the world. However, inadequate infrastructural facilities deprive the nature lovers regarding the cravings related to enjoying the vacations in the calm and serene ambience of nature. Along with this, crisis and risks like terrorist attacks influence the purchasing power and decisions regarding availing the services of ecotourism. Visitors experiences regarding the lack of enough rides in the theme parks and improper hygiene facilities adds to the complexities regarding achieving customer satisfaction.
Social media marketing gains an important position in the report. Uploading the information about the special discounts, schemes and offers on the websites is a means for increasing the trafficking of the audience towards the brand image. Within this, the report focuses on the aspect of pay per click advertisements, which assists Malaysia tourism industry personnel to assess the number of visitors. One of an important issue in this direction, which the report focuses on, is security cookies and policies, which caters to the privacy, confidentiality and security within the personal data of the clients and the customers. Moreover, the report highlights social media as one of the effective platforms for improving the stability in the relationship with the customers. Surveys and feedbacks assist in gaining an insight into the specific tastes and preferences of the tourists.
References
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