Dasar Pelancongan di Malaysia: Ke Arah Destinasi Mesra Pelancong ( Tourism Policy in Malaysia: Towards Tourist Friendly Destination)

Abstract

Tourist-friendly destination is a destination where spaces, activities and products are able to give maximum satisfaction to tourists. It can be executed at all levels of destination, ranging from small premises, a region, and to a larger site at the national level of the country. This article aims to evaluate to what extent the tourism policy and strategies at the national level planned and implement a tourist-friendly destination. The study reveals that although tourist-friendly concept is not explicitly mentioned in the existing tourism policies and strategies, it has been implicitly implemented through an amalgamation of tourism activities, products and spaces. These components are being implemented at the state level as tourism develops. This article concludes that tourist friendly destination needs to be clearly conceptualized and implemented as it ensures all tourist segments, international and domestic, likes to experience the real Malaysian hospitality.

Keywords: Tourist friendly destination; tourism policy and strategy; tourism product; hospitality; tourist segmentation 

ABSTRAK

Destinasi mesra pelancong merupakan sebuah destinasi di mana ruang, aktiviti dan produk yang ditawarkan dapat memberikan kepuasan maksimum kepada pelancong, sama ada di premis-premis bersaiz kecil sehinggalah ke skala wilayah, negeri mahupun negara.  Artikel ini bertujuan menilai sejauh mana dasar dan strategi pelancongan di peringkat nasional dirancang dan dilaksanakan ke arah pembangunan sebuah destinasi mesra pelancong. Hasil kajian mendapati walaupun peletakan destinasi mesra pelancong di peringkat nasional tidak dinyatakan secara tersurat dalam dasar-dasar yang sedia ada, namun secara tersiratnya konsep tersebut telah dilaksanakan secara kombinasi dalam komponen-komponen dimensi aktiviti, produk serta ruang. Malah, komponen-komponen tersebut telah diimplementasikan dalam pembangunan pelancongan di peringkat negeri di Malaysia. Artikel ini merumuskan bahawa konsep destinasi mesra pelancong perlu diperjelaskan, agar perlaksanaannya dapat memenuhi harapan pelancong sama ada pelancong antarabangsa atau pelancong domestik yang menginginkan pengalaman sebenar hospitaliti di Malaysia.

Kata kunci: Destinasi mesra pelancong; dasar dan strategi pelancongan; produk pelancongan; hospitality; segmentasi pelancong