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"Destination Sabah" (Malaysia) : the Public and Private Stakeholders' Perspectives on Branding

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Edith Cowan University Research Online Theses : Honours Theses 2007 "Destination Sabah" (Malaysia) : The public and private stakeholders' perspectives on branding Justine L. Nagorski Edith Cowan University Follow this and additional works at: https://ro.ecu.edu.au/theses_hons Part of the Public Relations and Advertising Commons, and the Tourism and Travel Commons Recommended Citation Nagorski, J. L. (2007). "Destination Sabah" (Malaysia) : The public and private stakeholders' perspectives on branding. https://ro.ecu.edu.au/theses_hons/1137 This Thesis is posted at Research Online. https://ro.ecu.edu.au/theses_hons/1137 Edith Cowan University Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorize you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. You are reminded of the following: Copyright owners are entitled to take legal action against persons who infringe their copyright. A reproduction of material that is protected by copyright may be a copyright infringement. Where the reproduction of such material is done without attribution of authorship, with false attribution of authorship or the authorship is treated in a derogatory manner, this may be a breach of the author’s moral rights contained in Part IX of the Copyright Act 1968 (Cth). Courts have the power to impose a wide range of civil and criminal sanctions for infringement of copyright, infringement of moral rights and other offences under the Copyright Act 1968 (Cth). Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. "DESTINATION SABAH" (MALAYSIA): THE PUBLIC AND PRIVATE STAKEHOLDERS' PERSPECTIVES ON BRANDING This thesis is presented in partial fulfilment of the award of an Honours Degree JUSTINE L. NAGORSKI School of Marketing, Tourism and Leisure Faculty of Business and Law EDITH COWAN UNIVERSITY WESTERN AUSTRALIA August2007 USE OF THESIS The Use of Thesis statement is not included in this version of the thesis. EDITH COWAN UNIVERSITY USE OF THESIS This copy is the property of Edith Cowan University. However the literary rights of the author must also be respected. If any passage from this thesis is quoted or closely paraphrased in a paper or written work prepared by the user, the source of the passage must be acknowledged in the work. If the user desires to publish a paper or written work containing passages copied or closely paraphrased from this thesis, which passages would in total constitute an infringing copy for the purpose of the Copyright Act, he or she must first obtain the written permission of the author to do so. Jus tine Nagorski "Destination Sabah" (Malaysia) i ABSTRACT The development of a destination brand for Sabah has been dominated by numerous reports that emphasise the need to develop global awareness of Sabah, but the objectives set to achieve this goal are often idealistic in nature and offer no real solution to problems identified. The challenge, here, is to unify key messages into a consistent, clear and realistic brand and to ensure content in promotional tools accentuates the activities, experiences and key benefits of visiting "Destination Sabah". This study will begin to address these challenges by undertaking the processes that underpin destination branding through comparison to a relational network devised by Hankinson (2004). The public and private sector agencies inform this study, and were chosen because they significantly influence both the political and economic environments of the destination; they also have a large impact on the tourism industry at the global, national and local level. This study focuses on the public and private sectors' as stakeholders of the tourism industry, and as part of a relational network. To inform this study, information of a qualitative nature was considered the most appropriate for understanding the "consumer relationships" identified by Hankinson. In consideration of the need to build on an initial idea, and effectively gather information and opinions on building a strong destination brand, an inductive approach and exploratory research design was used to uncover the purpose of this study (Jennings, 2001). The results, which are study specific, of interviews conducted with 37 public and private sector representatives' of Sabah's tourism industry, emphasised the alignment and misalignment in perceptions conveyed. This led to a range of opinions on how to best brand the tourism product, and gave insight into the challenges faced by key stakeholders in their effort to create a unified branding vision for "Destination Sabah". Overall, there is a good understanding of branding theory in Sabah, however, branding is poorly applied in practice. There is no clear future brand and, at the same time, considerable potential for breaking brand promise and causing customer dissatisfaction. Jus tine Nagorski "Destination Sabah" (Malaysia) 11 The gaps identified between an ideal branding scenario (Hankinson's model) and "Destination Sabah" specifically were; conflict in identifying a preferred target market (Ecotourism versus Nature-based tourism), lack of integrated destination management (pollution and development in conflict with a Nature-based product), lack of community involvement and controlling, rather than, an involving style of management from the top. It is recommended that "Destination Sabah" re-assess its direction against its tourism resources, to identify those assets which appeal to clearly defined, well researched, target markets. Furthermore, that key tourism industry stakeholders should help develop and nurture community tourism education in order to achieve a sustainable tourism industry. All stakeholder meetings should be adequately facilitated to manage responsibility and ensure that each stakeholder group is represented. Finally, "Destination Sabah" has to be well-managed (not controlled) and all efforts must be tied in with professional marketing expertise based on extensive market research. Jus tine Nagorski "Destination Sabah" (Malaysia) iii DECLARATION I certify that this thesis does not, to the best of my knowledge and belief: (i) incorporate without acknowledgment any material previously submitted for a degree or diploma in any institution of higher education. (ii) ·contain any material previously published or written by another person except where due reference is made in the text; or (iii) contain any defamatory material. I also grant permission for the Library at Edith Cowan University to make duplicate copies of my thesis as required. Signature: ...... Date: ................. /.. 4.~ .... N.9.V£t1.\?.'~K ... ~~.:t......... Jus tine Nagorski "Destination Sabah" (Malaysia) iv ACKNOWLEDGEMENTS There are many people to whom I am indebted for their help and support in producing this thesis. I would particularly like to thank Mr Albert Teo, for agreeing to be part of this project, facilitating introduction to crucial members of the Sabah tourism industry, and providing much needed support throughout. Albert also provided partial accommodation and full access to office facilities during my time in Sabah. I would also like to express gratitude towards my supervisors. Firstly, my principal supervisor Professor Ross Dowling for showing continual interest in this project, as well as Sabah being a destination close to his heart. If it was not for Ross's fieldtrip which took third year tourism students to Borneo in 2006, of which I was apart, this project may have never materialised. Secondly, my co-supervisor Dr. Lynnaire Sheridan, whose thorough editing and constructive criticism were invaluable during the project. Lynnaire's encouragement and guidance has contributed significantly to this research, and for this I am extremely grateful. I am indebted to many individuals of Sabah's tourism industry who gave their time to assist with the request for interviews and information. I also would like to ·thank researchers and students from the School of Marketing, Tourism and Leisure at Edith Cowan University, for providing ideas, opinions and support. Acknowledgement must also go to Datuk Monica Chia of the Ministry of Tourism, Culture and Environment, who authorised the undertaking of this fieldwork within Sabah. I also thank Borneo Ecotours staff for their support and guidance during the fieldwork. Finally, special thanks go to my father George Nagorski, whose understanding and support helped me get through this process. Jus tine Nagorski "Destination Sabah" (Malaysia) v TABLE OF CONTENTS Use of thesis .............................................................................................................. I Abstract ••••••••e•••••••••••••••••••••••a••••••••••••••••••••••••••••••••••••··~····•••••••••••••••••••••••••••••••••••••••• II Declaration ............................................................................................................... IV Acknowledgements .................................................................................................. V CHAPTER ONE - INTRODUCTION .................................................................. 1 1.1 Background to the Study Site ........................................................................ 1 1.2 Sabah Study Site ........................................................................................... 3 1.3 Significance
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