Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah

Place branding has been applied over the past decades as a marketing, in order to promote awareness among the locals. Malaysia has been promoting the place branding with the slogan “Malaysia Truly Asia” in an effort to attract foreign tourists. This study examines the involvement and role of reside...

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Main Author: Nor Hidayah, Kamarudin
Format: Thesis
Language:eng
eng
eng
Published: 2019
Subjects:
Online Access:https://etd.uum.edu.my/8630/1/s819253_01.pdf
https://etd.uum.edu.my/8630/2/s819253_02.pdf
https://etd.uum.edu.my/8630/3/s819253_references.docx
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spelling my-uum-etd.86302022-05-09T07:21:00Z Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah 2019 Nor Hidayah, Kamarudin Rashid, Sabrina Aziz, Fakrul Anuar Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HF5549-5549.5 Personnel Management. Employment Place branding has been applied over the past decades as a marketing, in order to promote awareness among the locals. Malaysia has been promoting the place branding with the slogan “Malaysia Truly Asia” in an effort to attract foreign tourists. This study examines the involvement and role of residents and the use of social media in the branding process. Therefore, disclosure of “Naturally Langkawi” branding should be clearly communicated to the locals. So, they can engage themselves and play a role’s in place branding. Since, place branding is impossible without the participation of the locals in all stages. Therefore, place branding efforts have to integrate the locals in the island. This sudy used the Media Richness Theory. This study is conducted in Pulau Langkawi and it involved ten local residents, two officers from Langkawi Authority Development (LADA) and Community Cooperation of Kampung Kilim. The researcher utilised semi structure interview, visual methodology and online observation to explore the place branding. The data were analysis using thematic analysis. The results show that locals are still confused and less exposed to the “Naturally Langkawi” slogan. The results show that locals are still confused and less exposed to the “Naturally Langkawi” slogan. In addition, although locals play a role in the place branding process, their involvement is still minimal. Stakeholders such as tourists and people migrating to Pulau Langkawi are more involved in the branding process of the island. However, place branding is impossible without the participation of the locals in all stages. The aim of the development Pulau Langkawi is education tourism and Geopark tourism. So, locals involvement are not only for internal communication agents but also to educate tourists. Therefore, place branding efforts have to integrate the locals. 2019 Thesis https://etd.uum.edu.my/8630/ https://etd.uum.edu.my/8630/1/s819253_01.pdf text eng public https://etd.uum.edu.my/8630/2/s819253_02.pdf text eng public https://etd.uum.edu.my/8630/3/s819253_references.docx text eng public other masters Universiti Utara Malaysia
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
eng
advisor Rashid, Sabrina
Aziz, Fakrul Anuar
topic HF5549-5549.5 Personnel Management
Employment
spellingShingle HF5549-5549.5 Personnel Management
Employment
Nor Hidayah, Kamarudin
Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
description Place branding has been applied over the past decades as a marketing, in order to promote awareness among the locals. Malaysia has been promoting the place branding with the slogan “Malaysia Truly Asia” in an effort to attract foreign tourists. This study examines the involvement and role of residents and the use of social media in the branding process. Therefore, disclosure of “Naturally Langkawi” branding should be clearly communicated to the locals. So, they can engage themselves and play a role’s in place branding. Since, place branding is impossible without the participation of the locals in all stages. Therefore, place branding efforts have to integrate the locals in the island. This sudy used the Media Richness Theory. This study is conducted in Pulau Langkawi and it involved ten local residents, two officers from Langkawi Authority Development (LADA) and Community Cooperation of Kampung Kilim. The researcher utilised semi structure interview, visual methodology and online observation to explore the place branding. The data were analysis using thematic analysis. The results show that locals are still confused and less exposed to the “Naturally Langkawi” slogan. The results show that locals are still confused and less exposed to the “Naturally Langkawi” slogan. In addition, although locals play a role in the place branding process, their involvement is still minimal. Stakeholders such as tourists and people migrating to Pulau Langkawi are more involved in the branding process of the island. However, place branding is impossible without the participation of the locals in all stages. The aim of the development Pulau Langkawi is education tourism and Geopark tourism. So, locals involvement are not only for internal communication agents but also to educate tourists. Therefore, place branding efforts have to integrate the locals.
format Thesis
qualification_name other
qualification_level Master's degree
author Nor Hidayah, Kamarudin
author_facet Nor Hidayah, Kamarudin
author_sort Nor Hidayah, Kamarudin
title Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
title_short Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
title_full Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
title_fullStr Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
title_full_unstemmed Penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di Pulau Langkawi, Kedah
title_sort penglibatan dan peranan penduduk tempatan dalam penjenamaan tempat di pulau langkawi, kedah
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2019
url https://etd.uum.edu.my/8630/1/s819253_01.pdf
https://etd.uum.edu.my/8630/2/s819253_02.pdf
https://etd.uum.edu.my/8630/3/s819253_references.docx
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