Destination Image from

Perception of Orang Kampung

Keywords:
Rural tourism
Destination image
Residents
 Video
• https://www.youtube.com/watch?
v=gERFvvhQ3Kg
 Focus of Research
1

• Rural tourism in Sarawak

• Destination image
• Orang kampung (villagers/rural residents)
• Tourism marketing
 What We Are Going to
2 Learn?

Rural residents’
perspective is
important in
destination image Total destination
formation image is a
combination of
cognitive and
affective
components
 Specific Takeaways You’ll
3 Get

Insight

Awarenes
s
 Contents
4

Overview of tourism

Rural tourism in Sarawak

Relevant theory

Problems/Gaps

Solution
 Sarawak Tourism Overview
5
• 37% of total Sarawak economy is dominated by Tourism-Service
industry (Ministry of Tourism Sarawak, 2014)
• Sarawak visitor arrivals increased by 5.3% in 2014 as compare to 2013
(Ministry of Tourism Sarawak, 2014)

1,862,012
Total Domestic Arrivals (West Malaysia & Sabah)
1,707,066

2,995,855
Total Foreign Arrivals 2014
2,664,682
2013

4,857,867
Total Sarawak Visitor Arrivals
4,371,748

0 5000000 10000000
 Types of Tourism in Sarawak
6

Culture
tourism

“Rural tourism – tourism

Adventure Beach/Natur
tourism e Tourism that enable the visitors
to visit rural areas or
Types of rural attraction while
tourism experiencing the culture
and heritage of
Medical Rural
Tourism tourism Malaysia”

Agricultural
tourism
 What is Rural Tourism?
7

Tourism (both domestic and international) that occurs in rural environments

and involves rural experience. 

A tourism activity developed in rural or natural areas. 

Any form of tourism that showcases the rural life, art, culture and heritage

at rural locations, thereby benefiting the local community economically
and socially as well as enabling interaction between the tourists and the
locals for a more enriching tourism experience can be termed as rural
tourism.
 Rural Tourism
8
• Rural tourism plays crucial roles in Sarawak economy
• Rural communities (orang kampung) rely and view rural tourism as
opportunities to;

Benefit
Generate
from rural
source of
developmen
income
t

Preserve Increase
culture and standard of
tradition living
 Kampung Buntal, Sarawak
9

 Malay traditional village

established 300 years ago
 Located at Sarawak Borneo
 Situated at the mouth of
Sarawak River
 27km from northeast of Kuching
City
 Why Kampung Buntal??
1
0 To Damai & Santubong

Often overpasses by
the visitors

Slow economic
development

‘Small fishing village’

Lack of clear
destination image

To Kuching
Source: (Google Map, 2016)
 Destination Image
(Fundamental Concept for Tourism Success)
1
1
“Destination image is the sum of beliefs, ideas, feelings and impressions
that a person or group has of a destination” – Crompton (1979)

●
Enable rural communities to effectively position their kampung (village)

Villagers (Orang Kampung)

 Image Formation Models
1
2

Demand & Supply Push & Pull Factors PATH Model

Factors Model Model Baloglu &
Stabler (1988) Chon (1989) McCleary
(1999)
1
3
But, what’s the concern?
 Literature Gaps
1
4

Gap 1
●
Most image researchers have disregarded the importance of combining cognitive and
affective components in destination image formation (Nghiem-Phu, 2014; Tasci et al., 2007)

Gap 2
●
Residents’ perspectives remain understudied in destination
image formation studies (Stylidis et al., 2014)
1
5
 Objectives
1
6
To provide insights for development of an effective total
destination image model

Major
arguments

Cognitive + affective
= Total destination
image

Residents’
perspectives
 Why
Residen
1 ts?
7

Marketing
agent

Their place is
more than They know
just a tourism better
centre
1
8

Why
Cognitive/
Affective?
 Proposed Framework
(Stages of Destination Image
1 Formation)
9
Villagers/Residents
Internal Assessment

Initial
formation
Cognitive Affective phase

Image Building

Image Communication

Image Acceptance
 Definition of Stages
1
9
●
A process to discover cognitive and
Internal Assessment affective images that hold the Villagers/Residents
perceptions of orang kampung (villagers) Internal Assessment

Initial
forma
Cognitive Affective tion
phase
●
Establishment of specific
Image Building
images of a kampung (village) Image Building

Image ●
A process to select and use the right Image
image vehicles and promotional tools Communication
Communication

Image Acceptance

●
A phase to conform the built
Image Acceptance destination image from the
perspectives of visitors
 Conclusion
2
0

Destination image should

comprises of cognitive and
affective image components

Residents’perspectives
should be the first level of
destination image formation
 “Who else will know
about our place of
origin if not ourselves”
-Tan Sri Datuk Patinggi Haji Adenan Satem-
Chief Minister of Sarawak

“Sapa gik tauk pasal tempat

asal kita mun sik dirik kita
Thank You
 References
Baloglu, S., & McCleary, K. (1999). A model of destination image formation. Annals of Tourism Research, 24(4), 868-
897.

Chon, K. (1989). Understanding recreational traveler's motivation, attitude and satisfaction. The Tourist Review, 1, 3-7.

Crompton, J. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.

Ministry of Tourism Sarawak. (2014). Sarawak Quick Facts 2014. Retrieved from Ministry of Tourism Sarawak:
http://www.mot.sarawak.gov.my/modules/web/pages.php?mod=download&sub=download_show&id=69

Nghiem-Phu, B. (2014). A review of destination image studies from 2008 to 2012. European Journal of Tourism
Research, 8, 35-65.

Stabler, M. (1988). The image of destination regions: Theoretical and empirical aspects. In B. Goodall, & G. Ashworth,
Marketing in Tourism Industry: The promotion of destination regions (pp. 133-161). London: Routledge.

Stylidis, D., Sit, J., & Biran, A. (2014). An exploratory study of residents' perception of place image: The case of Kavala.
Journal of Travel Research, 1-16.

Tasci, A., Gartner, W., & Cavusgil, S. (2007). Conceptualization and operationalization of destination image. Journal of
Hospitality & Tourism Research, 31(2), 194-223.