Strategi penjenamaan semula Lata Tembakah sebagai destinasi pelancongan (The rebranding strategy for Lata Tembakah as tourist attraction destination)
Abstract
Hutan lipur Malaysia berperanan penting menarik kedatangan pengunjung. Kepelbagaian biodiversiti flora dan fauna merupakan kunci utama kedatangan pengunjung. Ia mampu memberikan kepuasan kepada pengunjung. Walaubagaimanapun, destinasi tersebut haruslah mempunyai frasarana yang baik dan memuaskan. Pengurusan yang baik mampu menjamin kedatangan pengunjung secara berterusan. Semua kerosakan frasarana awam seperti kemudahan papan tanda yang, tandas awam, dan ruang persalinan pakaian menjadi kunci utama kepada kunjungan kali kedua dan seterusnya. Kajian ini merupakan kajian kuantitatif dengan instrument borang soal selidik terhadap 130 pengunjung yang pernah datang ke Lata Tembakah. Fokus kajian ialah terhadap faktor keunikan, mengkaji kemerosoton jumlah pengunjung dan mencadangkan langkah pengurusan strategik bagi pemulihan kedatangan pengunjung ke hutan lipur Lata Tembakah. Kepentingan kajian pelbagai merangkumi pelbagai pihak sama ada pemegang taruh, pengunjung dan penduduk tempatan yang tinggal berhampiran. Kajian ini secara keseluruhan berjaya menjelaskan pelbagai Tindakan pengurusan strategik yang dijangka mampu memulihkan ekonomi pelancongan di destinasi kajian pada masa hadapan.
Kata kunci: ekopelancongan, hutan lipur, pelancongan, pengunjung, rekreasi
Malaysia's recreational forest plays an important role in attracting visitors. The biodiversity of flora and fauna is the main key to attract the visitors. It can provide satisfaction to visitors. However, the destination must have good and satisfactory facilities. Good management can ensure the constant arrival of visitors. All damage to public facilities such as signage facilities, public toilets, and locker rooms is key to second and subsequent visits. This study is a quantitative study with a questionnaire instrument from 130 visitors who have come to Lata Tembakah. The focus of the study is on the uniqueness factor, studying the decline in the number of visitors and proposing strategic management measures for the recovery of visitors to Lata Tembakah recreational forest. The importance of a multidisciplinary study covers various parties whether stakeholders, visitors and locals living nearby. This study successfully explains the various strategic management actions that are expected to be able to revive the tourism economy at future study destinations.
Keyword: ecotourism, recreational forest, tourism, visitors, recreation
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