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Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures

The primary aim of this study is to explore how native mythological tales have been portrayed in tourism marketing. As part of the assessment this research examines the values ingrained in the native myths and the parts of the traditional stories which have been selected for inclusion and commoditis...

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Main Authors: Abdul Razak, Norhanim, Romle, Abd Rahim
Format: Article
Language:English
Published: MAXWELL Science Publication 2016
Subjects:
GV Recreation Leisure
Online Access:http://repo.uum.edu.my/22097/1/RJAS%2011%2011%202016%201379-1383.pdf
http://repo.uum.edu.my/22097/
https://www.medwelljournals.com/abstract/?doi=rjasci.2016.1379.1383
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spelling my.uum.repo.220972017-05-29T07:58:53Z http://repo.uum.edu.my/22097/ Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures Abdul Razak, Norhanim Romle, Abd Rahim GV Recreation Leisure The primary aim of this study is to explore how native mythological tales have been portrayed in tourism marketing. As part of the assessment this research examines the values ingrained in the native myths and the parts of the traditional stories which have been selected for inclusion and commoditisation in tourism brochures. Content analysis of the representation of myths associated with Mount Kinabalu and the legendary warrior named Monsopiad was carried out. Findings show that Mount Kinabalu’s myth has been included in the brochures published from 1969-2015 while the legend associated with Monsopiad has been represented in the brochures published from 2007-2015. Traditional worldviews and values linked to Kadazan Dusun have been projected in the tourism brochures. The analysis of the stories uncovered specific elements associated with Kadazan Dusun people such as the beliefs in the afterlife and presence of spirits, nature as the source of supernatural occurrences and the notion of bravery consisting of physical strength and spiritual power.It was reflected via the projection of two tales that the Kadazan Dusuns are intimately linked to nature, their ancestors and supernatural worlds.Lastly, the findings of this study contribute to understanding of the representation tourism and mythology by demonstrating that in addition to cultural heritage sites, myths and legends have also been included in the promotion of natural sites and natural resources. Besides, the parts of the mythological tales which have been commoditised in the brochures are the ones that showcase the uniqueness of particular ethnic groups and places. MAXWELL Science Publication 2016 Article PeerReviewed application/pdf en http://repo.uum.edu.my/22097/1/RJAS%2011%2011%202016%201379-1383.pdf Abdul Razak, Norhanim and Romle, Abd Rahim (2016) Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures. Research Journal of Applied Sciences, Engineering and Technology, 11 (11). pp. 1379-1383. ISSN 2040-7459 https://www.medwelljournals.com/abstract/?doi=rjasci.2016.1379.1383
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic GV Recreation Leisure
spellingShingle GV Recreation Leisure
Abdul Razak, Norhanim
Romle, Abd Rahim
Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
description The primary aim of this study is to explore how native mythological tales have been portrayed in tourism marketing. As part of the assessment this research examines the values ingrained in the native myths and the parts of the traditional stories which have been selected for inclusion and commoditisation in tourism brochures. Content analysis of the representation of myths associated with Mount Kinabalu and the legendary warrior named Monsopiad was carried out. Findings show that Mount Kinabalu’s myth has been included in the brochures published from 1969-2015 while the legend associated with Monsopiad has been represented in the brochures published from 2007-2015. Traditional worldviews and values linked to Kadazan Dusun have been projected in the tourism brochures. The analysis of the stories uncovered specific elements associated with Kadazan Dusun people such as the beliefs in the afterlife and presence of spirits, nature as the source of supernatural occurrences and the notion of bravery consisting of physical strength and spiritual power.It was reflected via the projection of two tales that the Kadazan Dusuns are intimately linked to nature, their ancestors and supernatural worlds.Lastly, the findings of this study contribute to understanding of the representation tourism and mythology by demonstrating that in addition to cultural heritage sites, myths and legends have also been included in the promotion of natural sites and natural resources. Besides, the parts of the mythological tales which have been commoditised in the brochures are the ones that showcase the uniqueness of particular ethnic groups and places.
format Article
author Abdul Razak, Norhanim
Romle, Abd Rahim
author_facet Abdul Razak, Norhanim
Romle, Abd Rahim
author_sort Abdul Razak, Norhanim
title Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
title_short Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
title_full Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
title_fullStr Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
title_full_unstemmed Representation of native myths and legends and cultural values in the Malaysian tourism promotional brochures
title_sort representation of native myths and legends and cultural values in the malaysian tourism promotional brochures
publisher MAXWELL Science Publication
publishDate 2016
url http://repo.uum.edu.my/22097/1/RJAS%2011%2011%202016%201379-1383.pdf
http://repo.uum.edu.my/22097/
https://www.medwelljournals.com/abstract/?doi=rjasci.2016.1379.1383
_version_ 1644283423528845312
score 13.211869

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