The Sabah tourism brand: sense of place in a multicultural melting pot on the island of Borneo. In: 21st Asia Pacific Tourism Association (APTA) Conference 2015, 14-17 May 2015, Kuala Lumpur, Malaysia. (Unpublished) (2015)
Abstract
For tourism destinations, place is the core product on offer. Place can be a brand, and in some cases, a place name is the brand. The State of Sabah, Malaysia is located on the
island of Borneo with tourism a key pillar of its economy. For the past twenty years, the SABAH tourism brand has evolved, consolidating its presence and influence over the growth of this competitive industry. Albeit a useful framework, Sense of Place (SOP) has only recently been applied to tourism marketing. SOP explains attributes which encourage emotional attachment between people and place based on their interactions and experiences which evoke feelings for and give meaning to place. SOP could contribute to intricately understanding the essence of a destination. This framework positions local residents at the center of developing an effective destination branding strategy for Sabah and identifies attributes of SOP which could assist destination marketers in elevating the current tourism brand.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Keywords: | Tourism industry, Tourism destinations, Cultural tourism, Destination branding, Sense of place |
| Taxonomy: | By Subject > Hotel & Tourism Management > Common Areas By Subject > Hotel & Tourism Management > Tourism Management |
| Local Content Hub: | Subjects > Hotel & Tourism Management |
| Depositing User: | Asrizam Awang Aman |
| Date Deposited: | 06 Jan 2022 04:41 |
| Last Modified: | 06 Jan 2022 04:41 |
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