TOURISM PELANCONGAN MGM4136
FORMS OF TOURISM RESORT TOURISM CITY TOURISM
FORMS OF TOURISM HISTORICAL TOURISM SPORTS TOURISM
FORMS OF TOURISM HEALTH TOURISM RURAL TOURISM
POSITIVE TOURISM IMPACTS TOURIST EXPENDITURE JOBS
NEGATIVE TOURISM IMPACTS POLLUTION CROWDEDNESS
TOURISM IMPACTS • ECONOMICS • SOCIAL • ENVIRONMENT
BLUE OCEAN STRATEGY - PRODUCT ECOTOURISM RESORT TOURISM MEDICAL TOURISM CITY TOURISM HALAL TOURISM
BLUE OCEAN STRATEGY -PROMOTION TAGLINE- MALAYSIA TRULY ASIA
BLUE OCEAN STRATEGY - ACCESSIBILITY • CENTRAL OF SOUTHEAST ASIA • INTERNATIONAL TRANSPORTATION – • AIR ASIA – the world best budget ailine • Malaysia Airlines- joined One World alliance • DOMESTIC - Easy accessibility and Moden transportation hubs and modes
BLUE OCEAN STRATEGY -PRICE TRAVELLING COSTS AND FOOD PRICES REASONABLY CHEAP
SITUATION ANALYSIS 2012 Source: Euromonitor International 2012
Slow economic recovery affects travel and tourism • Malaysia’s post-recession economic recovery was hit by the stock market crisis in Europe and the US in 2011. This caused many companies to use cost-cutting strategies, such as reducing the number of employees in the second half of 2011. Job instability forced some consumers to reduce unnecessary spending, such as travel. Hence, the growth in departures slowed in 2011. However, the increasing promotion of the country’s hugely diverse tourism offer, such as diving and ecotourism, by Tourism Malaysia, saw arrivals record stronger growth in 2011.
Volatile oil prices hit tourism players • Political unrest in the Middle East and Africa region, especially Libya, has caused major fluctuations in crude oil prices in the world. Various transportation players, such as airlines and car rental firms, were severely affected by rising crude oil prices. For example, the leading player in low cost carriers, AirAsiaSdnBhd, reintroduced a fuel surcharge in May 2011, to cope with rising operating costs caused by higher fuel prices. Similarly, land transportation players, such as bus/coach and chauffeur-driven car operators, were forced to raise their prices.
Higher demand for low cost travel and tourism • The global slowdown in economic recovery forced many travellers to choose low cost carriers like Airasia and cheaper accommodation in 2011. The tourists that switched to low cost travel airlines and accommodation during the recession in 2008 and 2009 are likely to stick to such options as they have become accustomed to them. People on tight budgets choose to travel with low cost airlines like Airasia and stay in budget accommodation like Tune Hotels.
Price-cut strategies enable operators to gain shares • Price-cut strategies enabled tourism operators to gain sales shares in 2011. As the stock market crisis slowed economic recovery, price cuts and promotions helped to sustain growth in travel and tourism in Malaysia. In addition, the country’s tourism offer was heavily promoted at travel fairs, such as the Malaysian Association of Tour & Travel Agents Travel Fair and Malaysian Domestic Tourism Fair.
Online bookings continue to grow in travel and tourism • Growing internet penetration in Malaysia caused many travellers to make online bookings in 2011. Air, travel accommodation and car rental remained popular products in terms of online bookings. Operators in these travel and tourism fields provide full information and booking services online. AirAsia and Expedia Inc created a partnership to tap into the potential of online travel bookings, while maximising cost efficiencies. Moreover, some operators offer promotions and discount packages only to customers booking online.