Marketing mix of ecotourism product in Kuching, Sarawak, Malaysia

Ah Choy Er, Sherly Simon

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Entrepreneurship and formation of new businesses are important in creating and maintaining a competitive economy. The main purpose of this research is to examine the demographic and business profile of the ecotourism operators and identify the relationship that takes place between the 4P marketing strategy (product, prices, promotion and places) with market competitiveness in terms of cost control, competitive challenges, quality of service, tourist arrival statistics and agency's role. This research will identify the aspects in the 4P marketing strategy that will have impact on the competitiveness of the market. This study was carried out in Kuching, Sarawak; however, only 4 areas of ecotourism around Kuching were selected which are Waterfront Kuching, Sarawak Cultural Village, Bukit Santubong, and Damai Beach Resort. The respondents for this study were ecotourism operators, and a total of 86 operators were involved in this research. The processed data were analysed using Spearman correlation analysis and cross tab. Results of the study showed that the majority of the ecotourism operators are women and the type of business conducted is service oriented. The aspects of promotion, product, price and place marketing have influenced the competitiveness of the ecotourism market in Kuching, Sarawak.

Original languageEnglish
Pages (from-to)39-47
Number of pages9
JournalMediterranean Journal of Social Sciences
Volume6
Issue number4S3
DOIs
Publication statusPublished - 1 Aug 2015

Fingerprint

competitiveness
Malaysia
marketing
market
promotion
type of enterprise
entrepreneurship
tourist
village
statistics
economy
costs
Sarawak
Marketing
Ecotourism
Marketing mix
Operator
Competitiveness
Marketing Strategy
Marketing strategy

Keywords

  • Ecotourism operators
  • Entrepreneurship
  • Formation of businesses
  • Marketing strategy

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)
  • Economics, Econometrics and Finance(all)

Cite this

Marketing mix of ecotourism product in Kuching, Sarawak, Malaysia. / Er, Ah Choy; Simon, Sherly.

In: Mediterranean Journal of Social Sciences, Vol. 6, No. 4S3, 01.08.2015, p. 39-47.

Research output: Contribution to journalArticle

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