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Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?

Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study...

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Main Authors: Zakariah, Zulaika, Kasim, Azilah, Abdul Razak, Norhanim
Format: Article
Language:English
Published: UUM Press 2024
Subjects:
HV Social pathology. Social and public welfare
Online Access:https://repo.uum.edu.my/id/eprint/32096/1/JETH%2004%202024%20127-149.pdf
https://repo.uum.edu.my/id/eprint/32096/
https://e-journal.uum.edu.my/index.php/jeth/
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spelling my.uum.repo.320962025-02-23T09:54:17Z https://repo.uum.edu.my/id/eprint/32096/ Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists? Zakariah, Zulaika Kasim, Azilah Abdul Razak, Norhanim HV Social pathology. Social and public welfare Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage UUM Press 2024-07 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/32096/1/JETH%2004%202024%20127-149.pdf Zakariah, Zulaika and Kasim, Azilah and Abdul Razak, Norhanim (2024) Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists? Journal of Event, Tourism and Hospitality Studies (JETH), 4. pp. 127-149. ISSN eISSN 2805-4423 https://e-journal.uum.edu.my/index.php/jeth/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HV Social pathology. Social and public welfare
spellingShingle HV Social pathology. Social and public welfare
Zakariah, Zulaika
Kasim, Azilah
Abdul Razak, Norhanim
Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
description Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage
format Article
author Zakariah, Zulaika
Kasim, Azilah
Abdul Razak, Norhanim
author_facet Zakariah, Zulaika
Kasim, Azilah
Abdul Razak, Norhanim
author_sort Zakariah, Zulaika
title Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
title_short Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
title_full Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
title_fullStr Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
title_full_unstemmed Sustaining the Malaysian Monarchy’s Heritage: How Should it be Positioned to International Tourists?
title_sort sustaining the malaysian monarchy’s heritage: how should it be positioned to international tourists?
publisher UUM Press
publishDate 2024
url https://repo.uum.edu.my/id/eprint/32096/1/JETH%2004%202024%20127-149.pdf
https://repo.uum.edu.my/id/eprint/32096/
https://e-journal.uum.edu.my/index.php/jeth/
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score 13.239859

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