Faculty Of Hospitality Management Tourism Essay

Faculty Of cordial reception Management tourism EssayBased on the problem argument and search questions, questionnaires result be distributed to respondents of 100 topical anesthetic holidaymakers and 100 internationa discoveric holidaymakers dynamic in the Kampung Santubong Home pose course of study employ non probability, convenience sampling method acting.Results that volition be obtained found on local and international tourers gaiety participating on the selling meld of the Kampung Santubong Homestay create mentally will be de confinesined.Homestay class was first introduced back in 1970s in Kampung Cherating Lama, Pahang. The fo on a lower floor of much(prenominal) adaptation was storiedly known as Mak ample. Types of basic adaption Mak Long has provided for the guests during those days consist both breakfast and dinner and served at plate (Amran, cc8). It is believed that in the late 1980s, the homestay political program then has been transformed into Japanese younker stay where they learned the campestral way of life of the locals (Ibrahim and Razzaq,n.d. ) . (Kalsom and Ashikin, 2006) homestay design in Malaysia was introduced in 1988 by the formerly known as Ministy of Culture, Arts and Tourism Malaysia later known as Ministry Tourism of Malaysia.Today, homestay course in Malayan circumstance is defined as the rural-ethnical- community based tourism crossroad (The Star, 2009) and is seen to have potential in providing income and employment for the rural community as a whole. Thus, as verbalize under the Ninth Malayan Plan, an hail of RM 40 million al determined to the Ministry of Tourism to upgrade infrastructures selected in the rural beas (Ibrahim and Razzaq,n.d.). (Ninth Malayan Plan, 2006-2010) the governments priority is on development of rural communities and two strategies undertaken take on minimizing the obvious gap in income betwixt the rural and urban beas. As stated by the Ministry of Tourism Mala ysia (2010) Until May 2010, a total of 227 settlements and 2984 participants registered under Ministry of Tourism Malaysia.11.1) Background of show Kampung Santubong Homestay ProgrammeIt was believed that Santubong was once noneworthy for its trade and this information is backed up by the remnants of English, Hindu and Chinese influence here. Based on the claim made by the local community of Santubong, Santubong was origin tot totallyyy known as Kampung Teluk Pasir Putih (White Sandy Bay Village) as given by the Chinese settlers trading at the time. The most bizarre feature of the legendary mount Santubong is the womanly figure lying on her side (Sarawak Museum).Santubong is considered as the largest archaeological site in Malaysia comp atomic number 18d to Lembah Bujang in peninsular Malaysia due to thousands of ceramic together with 40,000 tonnes of campaign were found in 1947 by curator, Tom Harrison (1947-1966) . This place was believed to be important bea for merchants a nd iron mine from eleventh to thirteen century.Santubong Village, a Malay fishing village strategically located at the river mouth of the Sarawak with the legendary mount Santubong as the background signal makes this village a unique one. About 40 minutes lug from the Kuching city centre to reach Santubong Village, this Santubong village is rich with famous landmarks that idler be found around the village. Popular list among tourers atomic number 18 the somber Sultan Tengah Tomb (First and the last Sarawak Sultan), the Legendary Mount Santubong surrounded by myths. Other historic landmarks that exist until today be the James Brooke Bungalow. The real famous history marked here as well where Wallace the famous scientist penned his theory on speciation and biography here, Batu Buaya (Curse crocodile stone), Teluk Sepang (Raden Merpati landed in Santubong), Bongkisam (An old iron mine), Batu Gambar (Pictorial Rock) and Pulau Kera (Monkey Island).(Source Sarawak Museum,n.d.). 21.2) Problem statementThere have been several seekes by dint of previously on the usefulnesss and positive contribution through the homestay programme. However, this study will focus on determining the effectiveness of each components of market meld much(prenominal)(prenominal) as return, price, place and promotion by Kampung Santubong Homestay Programme against phaeton joy.1.3) look for objectivesThe objective of the study is to determine the effectiveness of each components of selling conflate such as harvest-tide, price, place and promotion against tourist rapture are as follows-To determine tourist satisfaction against product in Kampung Santubong Homestay Programme.To determine tourist satisfaction against price offered by Kampung Santubong Homestay Programme.To determine tourist satisfaction against promotional strategy offered by Kampung Santubong Homestay Programme.To determine tourist satisfaction against the place in which Kampung Santubong Homestay Program me is located.31.4) Research QuestionsHow effective are the components of marketing mix use by Kampung Santubong homestay programme against tourist satisfaction. The traditional components of marketing mix in are as follows-How to determine tourist satisfaction against product in Kampung Santubong Homestay Programme?How to determine tourist satisfaction against price offered against promotional strategy offered by Kampung Santubong Homestay Programme?How to determine tourist satisfaction against the promotional strategy offered by Kampung Santubong Homestay Programme?How to determine tourist satisfaction against the place in which Kampung Santubong Homestay Programme located?1.5) Scope of getThis interrogation is undertaken to determine the effectiveness of each components of marketing mix such as product, price, place and promotion by the Kampung Santubong Homestay Programme against tourist satisfaction. This research of study will importantly focus at the Kampung Santubong Home stay Programme located at Santubong, Kuching Sarawak.41.6) Limitation of Research1.6.1)Insufficient resourcesInsufficient resources due to leave out of relevant previous researches through with(p) through online scholarly journals. Most online journals are on even offment basis and single few free articles or journals available online.1.6.2) Time constraintLimited time to conduct research since distribution of questionnaires in targeted area falls during the calendar month of Ramadhan, the fasting month for the Muslims and also on the festive month, Hari Raya. Some of the local community participated in the Santubong Homestay Programme whitethorn not have time to entertain guests.1.6.3) holidaymaker tourers club response to the questionnaires distributed may vary. Some tourists may be volition to participate in this research and well-nigh may not.1.6.4) Seasonal chemical elementDue to the reputation of product of homestay programme, during low season, number of tourists pa rticipating in the homestay programme may be run intoed.51.7) Significance of StudyThis study help in contributing valuable information to all homestay operators in Kuching on the influence of tourist satisfaction against the marketing mix adopt by homestay programmes in high society to enhance homestay programmes in the future. In fact, using tourists satisfaction as a tool to determine on the elements of the marketing mix such as the product, price, promotion and place can benefit homestay operators on providing the best homestay product/ answer by differentiating themselves from each early(a), hence, the sentience of uniqueness to attract more tourists in participating in the homestay programme especially in throughout Kuching.6Chapter 2 Literature check over2.1) Definition of terms2.1.1) Homestay ProgrammeThe term homestay programmes are varied in different parts of the world thus, according to Barke (2004) In defining the term homestay programme, there is no single accep ted definition in the external studies. Lane (1994) stated homestay as a rural community based tourism product, hence falls under rural tourism category.2.1.2) Tourist satisfactionTourist satisfaction is defined as (Klaus,1985,pg 21) the accumulated know of a guests purchase and experiences2.1.3) merchandise mix(Perreault, Jr.and McCarthy, 2004, pg38) marketing multivariates are apart(p) into product, price, promotion and price leads to an easy formulation of marketing strategy.72.2) Homestay Programme(Akbar, Bael, Hassan Baguley, 2003) homestay programme in Australia is the type of accommodation for international students to reside in and is believed to help them with refining adaptation. Homestay is comparable to bed and breakfasts and more affordable compared to lease type accommodation (Akbar, Bael, Hassan, Baguley, 2003). In Malaysia context of homestay programme natural setting, some(prenominal) (Kalsom, 2009 and Tourism Government, 2008) mentioned homestay programme t akes place in a kampung or village setting where guests have the opportunity to live together in the alike house with their adopted families and learn the traditional way of lives of the host family. (Kalsom, 2009) added Malaysia homestay programme differed from other type of homestay programme where host-tourists participation is emphasized through thing in local activities.(Tourism Government, 2008) homestay programme in Malaysia is owned by homestay operators that are granted with a license to participate in the homestay programme. Meaning to say, not all home owners have the privilege to take part in this homestay unless they abide to a list of criteria established by the Ministry of Tourism for all participating homestay operators. The list of criterions pertaining to hygiene, criminal record, clean toilet, adequate number of accommodation in terms of separate bedrooms, accessibility to primary(prenominal) road and no communicable disease are highly regarded. Generally, home stay development policy in Malaysia is aimed to fully utilized natural resources at kampung level, conservation of the socio cultural and elegant customs of the village as well as its uniqueness.However, there are several evidence clearly shows that there are similarities in some elements of the homestay programme. For example, the homestay programmes in countries like Australia, Malaysia, and Kwam Emakana community in southerly Africa stated that the culture exchange between the host and the guests does exist through accommodation provided by the host family.8This cultural exchange is emphasizing through host-guest participation on local activities, local food and customs. Similar to the Malaysian context of homestay, the Kwam Emakana community also takes part in the community based tourism homestay where it takes place in a rural / village setting. However, not all homestay accommodation of the Kwam Emakana exists in the rural setting since they also provide townsfolk accommoda tion with private homes (Kwam Emakana Community Based Homestay Initiative in South Africa, 2010 pg 152). jibe to the World Tourism Organization projections cites in (African Business, 2010), homestay programme gains its popularity may drive by the take to find cheaper accommodation and involving holidays from the travellers part. In order to have a direct experience of the host culture, guests expected the homestay accommodation including the food and local activities as it is. (Solomon Mburu, African Business, 2010).2.3) Tourist satisfactionIn tourism, satisfaction is evaluated based on the characteristics of tourism offers and respondents are typically evaluated through satisfaction scale (Kozak, 2001). (Fuchs Weiermair (2003) close attributes are correlated to a variable measuring total customer (tourists) satisfaction resulting in more well-grounded managerial implications. According to (Zeithaml et al . . .) cited by (Pawitra and Tan, 2003) tourism in temperament is differ ent from other area of profits, thus there is a consume for tourism industry to used SERVQUAL to measure tourist satisfaction for a polish.9(Kozak and Rimmington, 2000) tourist satisfaction are greatly affected by the tourist motivation to purchasing, consumption and run related to tourism offers. In addition, tourist satisfaction considered as an effective tool in homestay tourism and helped traffickers in tourism product positioning (Seubsamarn and Cho, 2009).There was research being done on the relationship between quality, satisfaction, previous experience and loyalty (Baker and Crompton, 2000 Bignee et al., 2001Pritchard, 2003. Petrick, 2004b Yoon and Uysal, 2005 Um et al., 2006). sensed quality leads to consumer satisfaction, thus enhance promotion of the coating through say of mouth and adopt purchase (Brady and Robertson, 2001). This statement agreed also by (Bignee et al. (2001) destinations effigy is a major key related to quality, satisfaction, and tourists moti vation repeat purchase. (Yoon and Uysal, 2005) shows the difference tourists motivation that needs to be applied in multiplex dimensions via integrated approaches and the complex disposition of satisfaction as well as the theories of measuring satisfaction.2.4) Elements of the Marketing Mix (4Ps)The traditional definition of marketing mix which consists of 4Ps was proposed by E. Jerome McCarthy (1960). Its elements namely the product, price, promotion and place have been used extensively by marketers all over the world (Wikipedia.org, 2012). Kannan and Srinivasan (2009) implied the marketing mix for each service industry unremarkably comprises of 8ps, where four adopted from the traditional marketing mix and the later are transit, physical evidence, people, and productivity.The first element of marketing mix is the product. In a homestay programme context, what drives tourists to flock to any destination as stated by Maimunah and Abdul Rahim (2009) cited in (Ibrahim and Razzaq, n.d. ) The motivation factor of the tourists to overthrow a particular destination is generally for the product or attractions.10The products mentioned referred to the supplementary attractions such as the natural resources like nature and habitat of the village setting has to offer, vernacular architecture, traditional delicacies and beverages, arts and crafts, music and cultural activities, historical significance, agricultural activities and special phenomena. Hence, tourism product / service usually have direct impact on tourist satisfaction. In a service context, a need satisfying only emerged gradually for the customer throughout the consumption process. Meaning to say, a service is seen as a process that leads to an outcome during partly simultaneous occupation and consumption processes (Gronroos, 2001).In the context of tourism product which usually related with the service, Ferrell (2005) product is the burden of the marketing mix strategy and thus, stockholders involve d in the making and production of the tourism product can easily manipulate those products and come up with more unique features in the lather to point out themselves from competitors. Same goes to the homestay programme packages offered by stockholders involved such homestay operators of Kampung Santubong with the help of tour operators that bringing in the tourists to the village and active promotion and grants by the Malaysia Tourism Ministry (Ministry of Tourism Malaysia, 2011).In contrary, this has not always been the case. According to Seaton and Bennett (1996) and Butler and Hall (1998), one of the main issues that are faced by most tourism destinations is the difficulty to distinguish themselves from each other. Technically, most of the tourism product / serve offered by these tourism destination operators are similar which by all means they aptitude have lost their sense of uniqueness especially in the eye of the tourists, their target market (Garrod,Wornell,Youell,Garr od et al. , 2006).11Referring back to the product, since tourism product / service are categorized as services marketing, there is a need to differentiate tourism marketing when compared to other services (Lovelock). In this sense, The differences between tourism marketing and other type of services include the nature of the tourism product itself where it emphasizes on providing recreational experience and hospitality to tourists, tourists moldiness travel in order to consume the tourism product/ service thus making the elements of time and money spent to travel affect tourists travel decisions (Kannan and Srinivasan, 2009). This similar approach also agreed by Seaton and Bennett (1996) whereby tourism product does not permitted the target market which is the tourist to try the tourism product / service before purchasing. In addition to the issue pertaining to the nature of tourism product / service, as implied by Parasuraman et al. (1985) and Schiffman and Kanuk (2000), the natur e of tourism product also may influence the perspective of the consumer,the tourists on the service quality. furtherance is defined as all the methods of communications used by the marketer in order to transfer information about certain product or a service. The methods are sales promotion, advertising, personal selling and commonplaceplace relations (Wikipedia.org, 2012). These methods of promotion are comparatively different from each other. publicizing is different compared to public relations because an individual or an foot need to pay for their stories to be advertised is it in the internet, newspaper or television. worldly concern relations are commonly used as a spiritualist for promotional strategy. Such example of PR was the launching of Misompuru Homestay parcels with MASWings by the federal formalized Tourism Minister, Dato Eng Yen Yen (Daily Ex bring up, 2012). It is up to the stakeholders involved on how to erect the destination image in which the homestay prog ramme setting lies. Tourism Malaysia (2010b) is endlessly promoting the homestay programme various local activities happening in different homestay programme operators throughout Malaysia (Jamaludin, Othman and Awang, 2010).12According to Ministry of Tourism Malaysia (2011), Homestay Programme is an experience where tourists stay with selected families, interact and experience, the daily life of these families as well as experiencing Malaysian culture.Thus, potential tourists that are keen to participate in the Malaysian chance variable of a homestay programme can easily browse through the official Malaysia Homestay Website www.go2homestay.com . Information on sales promotion of homestay packages is available there as well (Ministry of Tourism Malaysia, 2011). Other example of the la trial run promotion effort by the Tourism Malaysia with is the Homestay Rail, as stated by the director of the chest of drawers from capital of Singapore, Zalizam Zakaria (News Straight Times, 2012). This Homestay Rail will attract mainly students and senior citizens from Singapore to participate in the homestays located along the journey between Johor Bharu and the eastern coast (News Straight Times, 2012).When it comes to promoting the tourism product such as homestay programme, the destination image plays an important role in promoting the tourism product / services in this case, the homestay programme. The definition of destination image are agreed by both Buhalis (2000) Baloglu and McCleary (1999) in which perceptions of any destination held in the minds of tourists. According to Chon (1992) Baloglou and Bringmerg (1997) cited in Buhalis (2000) Before people go to a destination they develop the image and a set of expectations based on previous experience, word of mouth, press reports, advertising and common beliefs (JobTrust Incorporated, 2007-2012). However, this will not always seem to be the case, Weirmair and Fuchs (1999) mentioned Destinations could change their a dvertising strategies. Advertisement could either emphasise the service process characteristics of its tourism and related cultures by focussing on tourists experiences within the destination (Munar, n.d.).13Price refers to the amount a customer is willing to pay for the product or service in relation to tourism services context. The price offered for the product / service must complements other elements of marketing mix in order since it will determine whether the profits are favorable which is important for the business survival (Wikipedia.org, 2012). According to Ministry Tourism of Malaysia (2011), the basic approach of spending on homestay packages range from Ringgit Malaysia 150 250 inclusive of meals, accommodation, and activities, depending on the activities offered in various homestay programme operators throughout Malaysia. In addition, all cost related information to homestay packages offered from various homestay operators are accessible through the official Malaysian Homestay website, www.go2homestay.com. manoeuvre is where the product / service is provided by individual or institution to the customer and the place must be accessible and convenient to the customers. Place is also commonly referred to distribution (Wikipedia.org, 2012). According to Uysal, Chen and Williams (2000) to build a positive destination image in the minds of tourists was not an easy hire out and served as marketing challenges for stockholders involved.142.5) Theoretical FrameworkTourists SatisfactionMarketing mix (4Ps)ProductPricePromotionPlace15CHAPTER 3 Research Design and Methodology3.1) Definition of research design(Micheal. S.Carriger, 2000) stated research design can be seen as as common sense and clear thinking for the management of research to come up with effective strategy in conducting a reaserch.3.2) tasteResearch try on is a group of people chosen from the sampling spew by representing the whole population of study (goodresearch.eu, 2012). According to Uma Sekaran (2000), a sample distribution size is a subset of a population being studied and only some elements of the population are treated as the sample.3.2.1) PopulationAccording to Uma Sekaran (2000), Population is defined as the entire group of people, events, or things of interest that the researcher wishes to investigate. As also stated by Joan Joseph Castillo (2009) Research population is generally a large collection of individuals or objects that is the main focus of a scientific query. The target population for this research is local and international tourists visiting Kuching, Sarawak.3.2.2) Sample figA sample frame is referred to the list consisting of the units of the population (MBA Official, 2010). Also stated in (Wikipedia.org, 2012) sample frame may include the individuals, households or institutions which related the population. The sample frame of research is of local and international tourists who are participating in the Kampung Santubong Homestay Programme. 163.2.3) Sampling designNon probability, convenience sampling method will be used for this research. Convenience sampling involved collecting information from members of the population who are conveniently available provide to it (Sekaran, 2000). Thus, both the local and international tourists who are most available or most conveniently selected will be asked through questionnaires.3.2.4) Sample sizeA sample size of 200 respondents of both local and international tourists from a convenience sampling method is to be selected on the basis of this research.3.3) Instrument for the researchThese questionnaires are carve up into three sections Section A List of personal information questions on demographic of tourist will be asked as closed finish questions with using ordinal scale. Section B Pertaining to the marketing mix of Kampung Santubong Homestay Programme against tourist satisfaction. Using Likert scale closed ended questions consists of Strongly disagree, indifferent (eithe r agree or disagree), agree, strongly agree. Section C Open-ended questions mainly on recommendations or improvements of the Kampung Santubong Homestay marketing mix will be asked.173.4) Data Collection MethodQuestionnaire as referred to Wikipedia.org (2012) a research instrumental role represents by sets of questions for the purpose of gathering the data relevant to the study of research. Questionnaires are to be distributed in a form of survey form to local and international tourists who participating in the Kampung Santubong Homestay Programme, According to BusinessDictionary.com ( ) questionnaires are a list of a research or survey questions asked to respondents and designed to extract particular proposition information. Questionnaires are to be distributed to the local and international tourists who are participating and had participated in the Kampung Santubong Homestay Programme and local community of Kampung SantubongBoth primary and substitute(prenominal) data are used in conducting this study. Primary data as mentioned by Karuna (2012) are referred to raw and original materials collected by the investigator which relatively expensive and time consuming as compared to second-string data. Karuna (2012) stated secondary data on the other hand lacks of originality (Preserve articles.com, 2012). Primary data is data collected by the researcher to collect quantitative methods while secondary data referred to as data obtained from sources which are already available such as literature, industry surveys, compilations . . . (socialscience.stow.ac.uk, 2000).Analysis of Data3.5.1) SpssThe first version of SPSS (Statistical Package For Social Science) was released in 1968 and was developed by (Norman H, Nie and C. Hadlai Hull (Wikipedia.org, 2012). It is used by every organisation such as government, marketing establishements.183.5.2) pilot burner testPilot study will be conducted earlier to test the reliability and validity of the questionnaires. According to Julie Stachowiak (2008) pilot study is defined as a smaller version of a large study that is conducted to sterilise for that study. It is also used as a tool to test an report or hypothesis.3.5.3) Reliability testReliability of a measure indicates the bound to which the measure is without bias and offers consistent measurement across time and other items related in the intruement.(Sekaran, 2001)3.5.4) Hypothesis statementH1 Tourists are satisfied with the product of Kampung Santubong Homestay Programme.H2 Tourists are satisfied with the price of Kampung Santubong Homestay Programme.H3 Tourists are satisfied with the promotion of Kampung Santubong Homestay Programme.H4 Tourists are satisfied with the place of Kampung Santubong Homestay Programme.19