TOURISM LANGUAGE E-PROCEEDING

ILTC 2019 PROCEEDING

RD INTERNATIONAL
LANGUAGE AND
TOURISM
CONFERENCE

THEME: Sustaining Global Development Goals
Through Languages, Education, and

Tourism

18th –19th October Kulliyyah of Languages and
2019 Management, IIUM Pagoh

PARTNERS:

TOURISM ORGANIZED BY:

KULIYYAH OF LANGUAGES AND MANAGEMENT
INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA PAGOH CAMPUS



International Language and Tourism Conference (ILTC 2019)

3rdINTERNATIONAL
LANGUAGE AND
TOURISM
CONFERENCE
2019

SUSTAINING GLOBAL DEVELOPMENT GOALS
THROUGH

LANGUAGES, EDUCATION, AND TOURISM



International Language and Tourism Conference (ILTC 2019)

PROCEEDING OF ILTC 2019
(TOURISM)

INTERNATIONAL LANGUAGE AND TOURISM CONFERENCE
2019

Sustaining Global Development Goals Through Languages,
Education, and Tourism

FIRST PUBLISHED 2019
Disclaimer: The organizer of ILTC 2016 is not responsible or liable for any
mistake and opinion presented in this proceeding and will not alter the content

of the research paper. It will be published in its original form.

ISBN:978-967-467-015-3

ORGANIZED BY:
Kulliyyah of Languages and Management,
International Islamic University Malaysia,

Pagoh Campus

PUBLISHED BY:
Kulliyyah of Languages and Management,
International Islamic University Malaysia,

Pagoh Campus

Copyright © 2019 International Language and Tourism Conference 2019 (ILTC 2019) KLM,
IIUM Pagoh Campus. All right reserved.



International Language and Tourism Conference (ILTC 2019)

CONTENT

SUB-THEME: TOURISM 1-13

1 A COMPARATIVE STUDY ON TRAVEL BROCHURES OF MULTICULTURAL
REPRESENTATION OF MALAYSIA
Ariezal Afzan Hassan | Nur Hafezah Hussein | Wan Suzanna Aafanii Adeeba Wan
Ibrahim

2 ANALYZING THE PUSH AND PULL TRAVEL MOTIVATION FACTOR OF 14-21
YOUTH TOURIST TOWARDS VISITING JOHOR BAHRU

Syamim Syauqi Mohd Erfino | Siti Salwa Md Sawari

3 AYER HITAM COMMUNITY PARTICIPATIONS IN CONSERVATION: A 22-30
CONCEPTUAL PAPER
Aina Farahin Binti Azli | Siti Aisah Abas

4 CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY AND COMPANY 31-39
IMAGE OFFERED BY AIR ASIA
Aishah Zuhairi | Mazni Saad

5 DEVELOPING ENGLISH VIDEO TUTORIALS TO ENHANCE TOURISM AND 40-49
HOSPITALITY QUALITY FOR LOCAL CULINARY IN MALANG CITY,
INDONESIA

Irene Nany Kusumawardani | Putu Dian Danayanti Degeng | Moh. Hasbullah Isnaini

6 EDUCATIONAL TOURISM: UNDERSTANDING THE INTERNATIONAL 50-67
STUDENTS' INTENTION TO PURSUE THEIR EDUCATION IN HIGHER
EDUCATION HUB PAGOH

Muhamad Irfan Bin Bustaipo

7 EFFECT OF COGNITIVE IMAGE TOWARDS TOURIST SATISFACTION IN 68-80
THEME PARKS MALAYSIA

Nur Inani Bt Muhammad Zuki | Siti Aisah Abas

8 E-TOURISM MAP: AN INTERACTIVE TOURISM WEB MAPPING SYSTEM 81-94
AND MOBILE APPS IN SELANGOR, MALAYSIA
Muhammad Nurrahim Ruslan | Abdul Rauf Abdul Rasam | Noraain Mohamed Saraf

9 EXPLORING POSSIBILITIES OF ISLAMIC TOURISM IN MALAYSIA 95-99
Nor Afifin Nadia M Noor Azman | Nur Najwa Zulkifle | Siti Salwa Md Sawari

10 FACTOR INFLUENCING INTENTION OF IIUM STUDENTS TO CHOOSE 100-106
SHARIAH COMPLIANT HOTEL
Amirul Asyraf Laila Satria | Siti Salwa Md Sawar

11 FOODHUNTER APPS: A GEOSPATIAL MOBILE AND SOCIAL MEDIA 107-120
APPLICATIONS FOR FOOD TOURISM

International Language and Tourism Conference (ILTC 2019)

Noraqila Aiman Abu | Abdul Rauf Abdul Rasam

12 IDENTIFYING MUSLIM YOUTH TRAVELERS’ PERSPECTIVES ON THE 121-131
ATTRIBUTES OF SHARIAH COMPLIANT HOTELS
Muhammad Hariz Irfan Hamdan | Siti Salwa Md Sawari

13 ISLAMIC TOURISM IN SOUTH EAST ASIA: THE CONCEPT AND ITS 132-141
IMPLEMENTATION
Dr. Zubaidi Wahyono | Dr. Mohd Abbas Abdul Razak

14 INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA (IIUM) STUDENT’S 142-160
ACCEPTANCE ON VIRTUAL REALITY (VR) AS A TOURISM MARKETING
TOOL

Nuraliah Atika Binti Mohd Tukit | Nur Hidayah Abd Rahman

15 MEASURING TOURIST SATISFACTION WITH MULTIPLE MOSQUE 161-167
DESTINATION ATTRIBUTES
Nor Afira Yasmin Mohammad Roffe | Siti Salwa Md Sawari

16 MODELING AND FORECASTING: A CASE STUDY OF TOURIST ARRIVALS 168-175
IN MALAYSIA
Nur Haizum Abd Rahman | Nur Nabilah Jamal | Nur Hidayah Abd Rahman

17 MOTIVATIONS OF FIRST-TIME, REPEAT, AND SERIAL MALAYSIAN 176-190
BACKPACKERS
Nuraini binti Ismail | Samshul Amry bin Abdul Latif

18 UNDERSTANDING BATEQ ETHNIC PERSONALITY AND THEIR SUPPORT 191-205
FOR TOURISM DEVELOPMENT AT TAMAN NEGARA PAHANG
Mohd Hasrul Yushairi B. Johari | Nur Adillah Binti Khairul Azman | Nur Shahirah
Binti Suhanan | Firdaus Bin Mohd Yusof

19 PLASTIC OBSESSION AMONG MALAYSIAN TOURISTS: HOW FAR IS IT 206-219
TRUE?

Najiyah Md Zaliki | Mazni Saad

20 RESEARCH PARADIGMS IN ECOTOURISM RESEARCH: WHY AND HOW IT 220-231
SHOULD BE APPLIED?

Velan Kunjuraman

21 STREET FOOD PROFILING: A CASE STUDY OF JONKER STREET MELAKA 232-246
Siti Nurhayati Khairatun

22 THE INFLUENCE OF PRODUCT AND TOURISM EXPENDITURE ON 247-257
TOURIST PREFERENCE THROUGH THE INTEGRATION OF TOURISM
OBJECTIVE IN PADANG CITY

Hasdi Aimon | Hari Setia Putra | Nanda Alfarina

23 THE USE OF SOCIAL MEDIA FOR TRIP PLANNING PROCESS: STUDY OF 258-269
DOMESTIC TOURISTS TO PAHANG

International Language and Tourism Conference (ILTC 2019)

Fatin Shafiqa Fouzai @ Fauzi | Samshul Amry Abdul Latif

24 THERMAL COMFORT IN THE FACE OF CLIMATE CHANGE: ARE WE 270-279
REALLY COMFORTABLE IN REGION WITH INCREASE AND PROSPECT OF
VOLUNTOURISM

Elina M. Husini | Lawrence P. Moveh | Medina Chukusa | Said K. Alkali | Yakubu A.

Dodo



Proceedings of the 3rd International Language & Tourism Conference 2019
Sustaining Global Development Goals through
Language, Education and Tourism

Kulliyyah of Languages and Management, International Islamic University Malaysia,
Pagoh Edu Hub, Malaysia 18th-19th October 2019

A COMPARATIVE STUDY ON TRAVEL BROCHURES OF MULTICULTURAL
REPRESENTATION OF MALAYSIA

Ariezal Afzan Hassan
Centre for Language Studies and Generic Development

Universiti Malaysia Kelantan
[email protected]

ABSTRACT

The depictions of landscape, architecture, food and people have been extensively exploited
in travel brochures to induce exhilaration within travelers around the world. This study
embarks on the avenue of multicultural representation in two different origins of travel
brochures, which are produced by Malaysian and foreign travelling agencies. Malaysia was
chosen as the sample for this study due to its diverse racial embodiment and composition.
The population of Malaysia consists of multiracial groups in which the main ethnics are the
Malays, Chinese, and Indians. There are also other ethnics in the island of Borneo (East
Malaysia) comprising of the Ibans, Kadazan Dusun and a myriad of other sub-ethnic groups.
Representation is a cultural process through which individual and collective identities are
established, which are also governed by societal institutions and structures to control any
aspects of representation, such as the frequency and nature of portrayals of individuals or a
different group of people. The study employed content analysis to generate descriptive
information by determining the amount of coverage and the representations of Malaysian
multiculturalism in the two origins of travel brochures. In particular, photographs in the
respective brochures will be analysed in studying Malaysian multiculturalism representation.
The findings suggest that Malaysian-produced travel brochures showed more similarity to the
real population and racial composition of Malaysia while the foreign-produced travel
brochures showed a larger segment of Chinese representation in Malaysia. This is due to the
fact that foreigners especially Westerners are more familiar with Chinese culture attributing
to the diasporic disposition that is prevalent and exists in most big cities around the world.

Keywords: Travel Brochures; Multiculturalism; Malaysia

*Legend: MTB= Malaysian made Travel Brochures
NMTB = Non-MTB

1

1.0 INTRODUCTION

“A picture is worth a thousand words” has never been truer than it has been nowadays in the
tourism industry as pictures serve a powerful tool for tourism marketing. Pictures of
landscapes, architecture, foods, and people have been utilized in travel brochures
(henceforth TB) to induce excitement to travelers around the world. Producers of TB however
only depict positive images that they think their target market could associate with and what
their customers expect to find in TB (Edelheim, 2006).

This study embarks on the avenue of multicultural representation in two different origins of
travel brochures, namely Malaysian and Australian produced travel brochures about Malaysia
as a holiday destination. Previous research on TB studies has been done mostly on the effects
of TB, a close reading of the discourse and context of TB using Systemic Functional Grammar
(SFL) and CDA but none had been done on comparing two different origins or types of TB like
this research pursues. This research also hopes to help add to more literature on an in-depth
understanding of representation in TB and provide a better understanding of Malaysia,
especially in Australia since these two countries have a potentially strong future partnership.

Malaysia was selected to be studied because of its diverse embodiment and composition of
races. Malaysia has become a mosaic of culture with many different ethnic groups living in
the country. These include three main ethnic groups which are the Malays, Chinese, and
Indians and other minority groups in the country such as indigenous people and Eurasians.
Further discussion will be done in the Literature Review section.

At the end of this section, the crux of the whole research will be mapped out which is the
research question and hypothesis. Since this study is not a complex quantitative study, the
hypothesis will not be proven using any statistical analysis as it was formed for the sake of a
clearer focus and direction of the research.

Research Question: How do photographs in Malaysian and non-Malaysian made TB
represent multiculturalism of Malaysia?

2

2.0 LITERATURE REVIEW

Since this is a multidisciplinary study of cross-cultural communication, sociology,
marketing, and media, no common theoretical framework can be simply provided to deal
with the widely distinctive understanding of the subject matter. It is of paramount
importance to give a background understanding of Malaysia since it is the main focus of
this research.

2.1 Malaysia Truly Asia

Malaysia is located in the center of Southeast Asia and consists of two regions, Peninsular
Malaysia and East Malaysia. These two regions are separated by the South China Sea. East
Malaysia is on the island of Borneo, which contains the two eastern Malaysian states of
Sabah and Sarawak. West Malaysia, divided into a total of eleven states, is on the southern
half of the Malay Peninsula and forms part of the Southeast Asia mainland.

Malaysia is a multi-ethnic, multi-religious, and multi-lingual country. Its population,
estimated at 25.5 million, is a composition of 54% Malays, 26% Chinese, 12% indigenous,
and 8% Indians (Department of Statistics Malaysia, 2009). In Malaysia, religion is highly
correlated with ethnicity. Islam is the religion of the Federation accorded by the Malaysian
Constitution, but freedom of worship is guaranteed in the Constitution. In terms of
language, there are 4 major languages spoken by the three distinct ethnic groups which
are Malay, Mandarin, Tamil, and English.

2.2 The Ethnic groups in Malaysia

Malay ethnic group is the largest ethnic group in Malaysia. According to the Malaysian
Constitution, a Malay is defined as a person who professes the religion of Islam, habitually
speaks Malay, conforms to Malay customs, and is a Malaysian citizen (Harding, 1996). The
Malays are constitutionally and legally considered the natives of Malaysia, and along with

3

other indigenous people they form a group called “Bumiputera”, a word derived from
Sanskrit meaning “sons of the soil.”

The second-largest ethnic group is Chinese. Most of them are descendants of Chinese
immigrants who began settling in Malaysia in the 19 centuries. The British colonial
enterprise encouraged such immigration to provide the large and cheap labor force for
the tin mining industries. Many of them subsequently settled down and made Malaysia
their permanent home. The majority of the Chinese migrants were from Guangdong,
Fujian, Hainan, and Guangxi Provinces of southeast China (Andaya & Andaya, 2001). A
majority of the Chinese claims to be Buddhist while others are followers of Taoism,
Confucianism, and Christianity (Gomes, 1999).

The other group that migrated to Malaya in significant numbers was the Indians who form
the third largest ethnic group in Malaysia. In the early 20 century, the great influx of
Indians, like the Chinese, was encouraged by the British colonial administration to meet
the labor requirements in the coffee and rubber plantations, public works, civic services,
and road and railway constructions (Andaya & Andaya, 2001).

The indigenous people of Malaysia consist of the “Orang Asli” (means Original People) or
the aborigines of Peninsular Malaysia and the indigenous groups in the Borneo. The
“Orang Asli” is the oldest inhabitants of the Malay Peninsula and is divided into three main
tribal groups; Negrito, Senoi, and Proto-Malay. Each tribal group has its language, custom
and traditional religious belief (Gomes, 1999). In Sabah, the indigenous population
consists of over 30 different groups speaking over 50 different indigenous languages. The
indigenous people of Sarawak are a composition of 27 distinct ethnic groups with 45
different languages and dialects. Most of the “Orang Asli” and the indigenous people of
Sabah and Sarawak adhere to animistic beliefs, although many of them have embraced
Islam and Christianity.

There are numerous ethnic minorities known officially as the “Others” in the census which
include Thais, Arabs, Europeans, Eurasians and more (Department of Statistics Malaysia,

4

2009). The Eurasians are the descendants of the intermarriages between Europeans and
Asians, usually of mixed Portuguese or Dutch descent. This group of people typically uses
English as their first language (Omar, 1982).

2.3 Cultural Representation in Photographs

Representations are the cultural process through which individual and collective identities
are established. Woodward (1997) defines representation as to the signifying practices
and symbolic systems through which meanings and subject positions are produced.
Societal institutions and structures may control many aspects of representation, such as
the frequency and nature of portrayals of individuals or a different group of people. For
example, the choice to include what “objects and elements” in TB can make it
recognizable and appealing to some audiences more than others. Woodward (1997) also
asserts that power plays a significant role in the interpolation of identities and processes
of cultural representation. Part of this is the power to define who is included in or
excluded from specific representations; some representations constrain or limit the range
of choices open to marginalized members of society. Thus, the analysis of representations
often addresses issues of agency.

According to Barnes and Duncan (1992), photographs are a form of ‘text’ used to
‘represent’ the world. This “text”, which normally constitutes of pictures, maps, paintings,
and photographs serves more flexibility to readers on how to interpret them as they are
not ‘fixed’ and very subjective. The post-modern literature is largely based on the idea of
representation is not the ‘real’ reality of what the world is like out there.

3.0 METHODOLOGY

This section will discuss the instruments undertaken for data collection and how it was
interpreted according to the appropriate framework. All of the TBs were collected around
the shopping complex, tourism premises and Malaysian Tourism Department in Sydn ey.

5

3.1 Content / Extrinsic Analysis
Commonly, content analysis is a research method used to evaluate the information
presented in journalism and mass communication (Stempel, 2003). Quantitative content
analysis was chosen for this study for the purpose of generating descriptive information
and to answer the research question by determining the amount of coverage and the
representations of Malaysian multiculturalism in the two types of TB. Most of the analysis
will be inserted in the findings section.
Due to the length and required depth of this paper, I have narrowed down to having only
two categories namely “People” and “Architecture” from various travel brochures
gathered. This is because these two were the most prevalent and ever-present throughout
the gathered TB. In total, there were 124 photographs counted for this study. However,
only 62 specific photographs of people and architecture were selected from the two
origin/types of TB (Malaysian & Non-Malaysian).
3.2 Critical / Intrinsic Analysis
Once the first layer of analysis was uncovered, it was then converted to a second set of
data. The second set of data was analyzed using the same feature as the CDA since it still
revolves around the discourse of the TB. This part of the analysis will be included in the
discussion section.

4.0 Representation of Malaysian vs. Non-Malaysian Travel Brochures

6

Figure 1: Ethnics Representation
Figure 1 shows that the Malaysian TB portrays more representativeness of the racial
composition with large attention given to Malay as compared to other ethnic groups.
Non-Malaysian TB, however, focuses largely on Chinese in their campaign. Malay and
Indigenous groups received almost similar attention, while the least attention is given to
Indians. These findings are in accordance with the racial composition suggested in section

Figure 2: Ethnics representation in TB in comparison to Malaysian population
Figure 2 gives more shreds of evidence to the aforementioned findings of Malaysian TB
serves more similarity to the actual racial composition of Malaysia whereby the highest
composition is Malay followed by Chinese, Indigenous, and Indian. This finding is also

7

proving that Non-Malaysian TB portrays Chinese ethnic as compared to other ethnic
groups in Malaysia.

Figure 3: Ethnics representation in MTB

Figure 4: Ethnics representation in NMTB
Figures 3 and 4 depict that Non-Malaysian TB shows more architecture photographs
compared to showing photographs of people. But surprisingly, the Non-Malaysian TB strongly
showcases pictures of Indigenous people of Malaysia as compared to other ethnic groups.
Malaysian TB also noticeably shows a significant amount of multiple ethnicities but none can
be found in Non-Malaysian TB. Multiple ethnicities herein are pictures of tourist like
Caucasian and Arabs being associated with the locals.

8

4.1 Representation of Non-Malaysian Travel Brochures

Figure 5: Ethnics representation in NMTB according to category
Figure 5 shows that Non-Malaysian TB has a different take on the representation of ethnic groups
in terms of people and architecture categories. In the people category, Non-Malaysian TB depicts
more Indigenous people in their campaign as compared to the other three main ethnics in
Malaysia. This is probably due to the fascination of tourists from other parts of the world to the
foreign culture (Martinez-Gugerli, 2019), and therefore representing Indigenous people is much
more attractive as this group is considered to be unique or exotic. With regards to the
'architecture's category, the finding shows that the Non-Malaysian TB depicts more on the
architecture related to the three major ethnics in Malaysia with slight attention given to the
architecture of the Indigenous group. This could due to these three major ethnics having different
religious beliefs and cultures, and all these are represented in their design and construction of
places of worship or sacred space such as mosques, temples, as well as houses. Hence, these may
result in providing more attractive details for the campaign.

9

4.2 Representation of Malaysian Travel Brochures

Figure 6: Ethnics representation in MTB
In Figure 6, it can be identified that Malaysian TB focuses more on the Indigenous people in
representing the people category. The reason for this may be similar to that of Non-
Malaysian TB in which the fascination to a foreign culture is the selling point in the campaign
for these brochures. It can also be seen that nearly half of the three major ethnics are also
represented in the people category in Malaysian TB. This could be a way for the Malaysian
TB to promote Malaysian hospitality and beauty by using people images that could connect
with people who will be picking up the brochures. In regards to architecture, it is very
apparent that Malaysian TB does not show any representation of architecture for the
indigenous people. It can be identified that half of the Malaysian TB campaign using the
architecture's category is focusing on the representation of Malay, Chinese and India. The
reason could be similar to the findings in Figure 5 in which the architecture of these 3 major
ethnics’ houses or places of worship have the promotional values for the campaign in MTB

10

4.3 Overall Representation of Both Travel Brochures

Figure 7: Overall ethnic representation in both TB based on category
The findings in Figure 7 indicate that Non-Malaysian TB prefers to show more on the
indigenous elements in their campaign as compared to other ethnics. Meanwhile, the
Malaysian TB shows their preference in representing the three major ethnic groups with a
minor attention given to the indigenous group.

5.0 CONCLUSION
This section will discuss the four key findings of this research. The first finding that is imperative
to be discussed is that MTB shows more similarity to the real population and racial composition
of Malaysia as shown in Figure 2. This may be because MTBs were produced by the Malaysian
Ministry of Tourism; therefore, they serve better and accurate data in representing Malaysia
multiracial groups. While NMTB shows a bigger portion of Chinese representation in Malaysia.
This could be due to the fact that foreigners are more familiar to Chinese people compared to
Malays or Indians because the Chinese Diaspora Community are prevalent and exist almost
everywhere in most big cities all over the world. As Woodward (1997) mentions in section 2.0,
the societal institution of the governing body will tend to represent something they think which
is friendlier to the target market. And thus, this might be the case with NMTB.

Secondly, MTB clearly shows a significant number of foreigners or tourists residing in Malaysia
as indicated by the multiple ethnicities in Figures 1 and 3. This could be possibly highlighted by
the Malaysian government to portray that Malaysia is a friendly country that embraces all kinds
of people all around the world. Most of the pictures in the campaign that associated local with

11

foreigners showed Caucasians and Arabs because they are among the groups that the Malaysian
government wants to attract to visit the country for the sake of the economic growth entailed by
the currency exchange.

Thirdly, the NMTB does not represent the whole racial composition in Malaysia as it is only
representing three main races in Malaysia namely the Malays, Chinese and Indians. As seen in
Figure 5, only a small fraction of people in the people category was shown in NMTB as compared
to architecture. From my point of view, although architecture does play a role in the identification
of a culture, however, the faces of people of the culture should play a more significant role in
representing the culture rather than buildings images. In this case, it can be inferred that the
NMTB tries to attract foreigners to visit Malaysia due to its unique architecture as that is what
most tourists are looking for when travelling to another country.

Lastly, it can be seen that NMTB over-represents the indigenous people throughout the pictures
that were chosen to be analyzed in this study. This is due to the fact that indigenous people have
more exotic elements and attraction to foreign tourists and the indigenous people are usually
associated with nature escapades. This is what most of the foreign tourist are looking for when
they are travelling which is to have a serene and green getaway.

To conclude, both TB does not represent the true ‘reality’ as both try to persuade and narrate
the representation according to what they think would attract and entice the target market by
showing familiarity with them. But, in general sense, the MTB serves better representation of
Malaysian multiculturalism as the government itself tries to portray Malaysia as a multicultural
country, just like how the slogan goes, “Malaysia Truly Asia”. Therefore, the hypothesis is proven
true.

REFERENCES
Andaya, B. W., & Andaya, L. Y. (2001). A History of Malaysia (2 Ed.). Honolulu: University of

Hawaii Press.
Barnes, T. J. & Duncan, J. S. (1992). Writing Worlds: Discourse, Text and Metaphor in the

Representation of Landscape. London: Routledge.
Edelheim, J. (2007). “Hidden Messages – A Polysemic Reading of Tourist Brochures”, Journal

12

of Vacation Marketing, Vol. 13, No.1, pp. 5-17.
Explore Holidays. (2010-11). Singapore & Malaysia. Sydney, Australia
Gomes, A. (1999). Peoples and Cultures. In A. Kaur & I. Metcalfe (Eds.), The shaping of

Malaysia (pp. 78-98). New York: St. Martin’s Press, Inc.
Harding, A. (1996). Law, Government and the Constitution in Malaysia. London, United

Kingdom: Kluwer Law International.
Infinity Holidays. (2010:11). Malaysia & Singapore: exotic and exciting. Australia.
Omar, A. H. (1982). Language and Society in Malaysia. Kuala Lumpur, Malaysia: Dewan

Bahasa dan Pustaka.
Martinez-Gugerli, K (2019, April 15). How Ethnotourism Exoticizes Latin America's Indigenous

Peoples. Panoramas Scholarly Platform. Retrieved online Wednesday, August 7, 2019 at
https://www.panoramas.pitt.edu/health-and-society/how-ethnotourism-exoticizes-
latin-americas-indigenous-peoples.
Qantas Holidays Limited. (2010-2011). Singapore & Malaysia. Mascot, Australia
Stempel, G. H., III. (2003). Content Analysis. In G. H. Stempel III, D. H. Weaver, & G. C. Wilhoit
(Eds.), Mass communication research and theory (pp. 209-219). Boston, MA: Allyn &
Bacon.
Tourism Malaysia. (2009, September). Dine. Shop. Chill Out. Live it up! Kuala Lumpur:
Malaysia.
Tourism Malaysia. (2009, September). History. Heritage. Recreation. Feel the thrill! Kuala
Lumpur, Malaysia.
Tourism Malaysia. (2009, September). Nature. Adventure. Culture. Gear up for non-stop
action! Kuala Lumpur, Malaysia.
Tourism Malaysia. (2009, September). Traditions. Beaches. Highlands. Make your dream
come true! Kuala Lumpur, Malaysia.
Woodward, K. (1999). Identity and Difference: Culture, Media and Identities. London, UK:
Sage Publications

13

Proceedings of the 3rd International Language & Tourism Conference 2019
Sustaining Global Development Goals through
Language, Education and Tourism

Kulliyyah of Languages and Management, International Islamic University Malaysia,
Pagoh Edu Hub, Malaysia 18th-19th October 2019

ANALYZING THE PUSH AND PULL TRAVEL MOTIVATION FACTOR OF YOUTH
TOURIST TOWARDS VISITING JOHOR BAHRU

Syamim Syauqi Mohd Erfino*1, and Siti Salwa Md Sawari2

1, 2 Department of Tourism, Kulliyyah of Languages and Management, International
Islamic University Malaysia, Johor, MALAYSIA.

(E-mail: *[email protected], [email protected])

ABSTRACT
Youth travellers are becoming an increasingly important market for tourism industry
players. The trend of youth tourism is expected to rise up to 300 million travellers by
2020 and dominate one sixth of the global tourists’ market. The study has also
identified that majority (70 percent) of young people travel for specific purpose. The
purpose of this study is to identify the major push and pull factor that influence the
youth tourist by analyzing decision making process. The study adopted a
questionnaire survey that determine their source of motivation to travel and involved
youth travellers (mainly students from universities and other institutes) within the
age of 15 to 30 years. The data will be analyzed using SPSS software by employing
descriptive analysis and standard multiple regression. The findings of this study
indicate that there are multiple major factors for young people when choosing their
motivation to travel to a city in Malaysia. Further analysis shows that there are
significant differences among several motivation factors when it comes to local and
international youth traveler. The contribution of this study is its indication towards
which factors influence city destination choice among youth which will further
enable Malaysian cities to develop and promote more appropriate and satisfactory
tourism products and services for their young visitors.
Keywords: Tourism; Motivation; Youth; Behavior.

14

1. INTRODUCTION

According to United Nation World Tourism Organization (UNWTO) (2010), tourism refers
to “the activities of people traveling and staying at the places outside of their normal
environment for not more than one consecutive year for leisure, business, or any other
purposes”. In every destination around the world, each destination has its own perks
which makes tourists creates their own decision to travel. There are many types of tourism
like culture tourism, education tourism, community - based tourism, adventure tourism,
ecotourism, coastal tourism, urban tourism, gastronomy and more.

As a tourist, he or she can pick the travel destination by their own. They will choose the
destination based on their own interests. However, their decision making can be
influenced by other factors such as just following the current trend or selecting a place that
is closer to their home due to security reasons. Today, Malaysia is one of the preferred
tourism destinations by the tourists globally. Some of them travel due to several purposes
such as business purposes, to experience other cultures and nature, enjoy shopping,
knowledge seeking, as well as for the purpose of furthering their study journey. As
mentioned earlier, the tourists will select or choose their destination based on their
preferences. This are really related with the tourist behaviour as it is an important factor in
analysing the decision-making process in choosing travel destination.

Youth travellers are becoming an increasingly important market for tourism industry
players. The trend of youth tourism is expected to rise up to 300 million travellers by 2020
and dominate one sixth of the global tourists’ market (Moisa, 2010). The study has also
identified that majority (70 percent) of young people travel for specific purpose. They
travel in terms of learning new languages, volunteer, work or study. This sort of tourism
could be considered as a definitive positive since became more tolerant and respectful
towards other cultures after visit. Overall majority of authority develop attractions to lure
this market segments. People of different ages can be called as a tourist because they have
their own interests and characteristics. Thus, the factors that influenced them to select the
travel destination are different from another tourist preference.

From this study, the researcher chooses to focus on urban tourism destinations that are
offered in Malaysia. There are several destinations which are known as urban tourism area
such as Kuala Lumpur, Bandar Melaka, Georgetown, Johor Bahru, Kota Kinabalu, and more.
Urban tourism is one of the best areas to embark the journey together with the families,
friends, and also for the mass tourists.

Thus, in order to analyse the best practice of urban tourism in Malaysia, the researcher
must identify the major factors that influence the youth tourist in their process of decision
making in selecting the travel destination.

2. LITERATURE REVIEW

Various of researchers agreed that youth tourism is the future of tourism. In order to plan

15

the future trend in tourism, tourism planners might want to look at the youth tourism
pattern today. Currently, youth tourism is an important and booming of tourism market
whom will be the global tourists in the future. According to Moisa (2010), youth tourism
will keep on blooming and is expected to dominate one-sixth of the global tourists’ market
whereby in the year 2020, it will increase to 300 million travels. To foresee the future
performance of the tourism industry, youth tourism is the key elements as their
behaviours and attitudes towards tourism will affect the future of tourism.

In terms of Youth tourism market, it is regarded as one of the vital tourism markets ever
since youth travellers are in their first stage of their travel career that may potentially
affect their future travel behaviour (Eusebio & Carneiro, 2015). Even though, youth tourism
market has considerately potential to boost travel and tourism demand which was giving
less attention towards the market segment (Boukas & Souroukhlis, 2015).

It is imperative to have a study on youth tourists as youth tourists are considered as unique
and has their own preferences in doing things. Youth tourists are very dynamic who likely to
follow the current trends and will keep on changing from time to time. Many studies have
found that youth tourists are worth exploring as their motivation always to be varied.
Moisa (2010) categorized the motivation of youth tourists as shown in Figure 1:

Figure 1: Categories of Youth Tourism

Therefore, it is an interesting theme to look at as it is important for the local authorities
and tourism planners to develop the destination that can appeal more towards youth
travellers to visit. This study will be focusing on urban tourism as all form of youth travel
can be found in urban tourism. The description and the classification of youth tourists are
differed with a few overlays among countries. According to UNESCO (2013), youth are
persons between the age of 15 and 24 years old. However, according to the Ministry of
Youth and Sports Malaysia (2006), youth in Malaysia are those who are in the range of age
between 15 and 40 years. There are no exact range for the age of the youth agreed
globally. Thus, researcher will follow the Ministry of Youth and Sports Malaysia as it is a
study of youth in Malaysia.

2.2 CROMPTON’S PUSH AND PULL MOTIVATION THEORIES

In general, the motivation of travellers emerges as the increasing factor of quality of life

16

experience (Dolmicar et al., 2012). In line with (Ellis, 2005), there are two major motives
that influence tourists to travel. The motives are, push motives and the other one is pull
motives (Crompton, 1979). It is vital to recognize the model as it will be implemented to
this study. Therefore, marketers should understand what motivates youth to select and
travel to a destination.

However, this study used rest-relaxation, knowledge seeking, novelty, and ego
enhancement for push motives whereas accessibility and good value, historical/cultural
attraction, natural/ecological heritage and service delivery as the pull motives.

Table 1: Definition of Pull & Push Items

Motivation Item Definitions
Pull Accessibility and Visitors opinion on the convenience time
Motives good value travelling and the value for cost.
Historical/Cultural Whether the tourists attracted by the history
attraction and culture at the destination.
Natural/Ecological The extent to which the tourists motivated by
heritage the environment and beauty of the nature.

Service delivery Reflects the destination features in terms of
the service provided.
Push Rest-relaxation Refers to the inner feeling of the respondents
Motives to de-stress, have break, have fun and
relaxing.
Knowledge Seeking It portrays the mean of the guests visiting the
destination to learn and know more about
Push Novelty the destination.
Motives Ego- enhancement
A persons’ desire in experiencing
something unfamiliar and something

fresh.

Reflect the psychological factors that lead the
individual to visit places they can tell others.

17

3. METHODOLOGY

In this study, the research is a quantitative study and will be using the descriptive
method of analysis where the researcher will be describing all of the data gathered
through a survey. The researcher start the research by stating the problem statements
and then being put into the research objectives which will be easier for the researcher to
make it clear on the topic before pursuing with the literature review. The literature
review is to ensure that the idea of this research become clearer and understandable.
Next is the researcher designing the questionnaires related to the research theme and
deploy the survey to the target respondents. The being analysed using the IBM SPSS
software version 25.

3.1 TARGET POPULATION

The target population are mainly focus on students from International Islamic University
Malaysia Pagoh Campus (IIUM Pagoh). They are considered youth tourist whom had
been to Johor Bahru or have not yet visited any attractions around Johor Bahru. Plus, in
order to identify youth tourist will be based on their age group, (E.g. 15 till 40 years old).
This is because, youth tourism is expected to dominate the global tourists’ market and
the key in predicting the future performance of the industry. Moreover, the respondents
are also not limited towards degree level only, but covers all range of level of education
such as Primary and Secondary school, Master and also PHD studies. Overall, there are
total of 974 IIUM Pagoh students currently in IIUM Pagoh,Johor. Therefore, the sample
size will be n=100 (s=278) by referring to the Sample size by Morgan & Krejcie (1970).

3.2 SAMPLING DESIGN

Sampling techniques is an act of making conclusion for the whole population by choosing a
group of people or any small number of units of larger population to conduct a study. On
the other hand, Sample is the subset units of a larger groups or population. This sample
will represent the target population. For this study, the sample is representing the youth
tourists who will visit and had visited Johor Bahru as a whole. According to Salant &
Dillman (1994), if the data is appropriately selected, a population of people can be
represented by a sample of approximately 278 individuals. Therefore, the researcher
managed to collect 247 respondents. The sampling technique for this study based on
Morgan & Krejcie (1970). According to them, they constantly expand the interest for
research which has come to a prerequisite for productive technique for deciding the
example measure should have been illustrative of a given populace. Thus, sampling is
very vital as selection of unsuitable subject may affect the validity and reliability of a
research.

4.0 RESULT OF SURVEY

Previously, the researcher was mentioned that overall there are total of 255 respondents
responded in the survey. As a result, not all of the data collected cannot be utilized due to
the fact that from the Chapter 2, the youth age group started from 15 to 45 which consider

18

as youth tourist. During the process, the researcher had to remove several respondents out
of 255 respondents and left with only 247 respondents because, the invalid data is not
relevant to the case study. The suitable way to analyse the quantitative data will be
descriptive analysis technique. The data collected from the survey

4.1 DEMOGRAPHIC PROFILE

Gender
Table 2 shows the total respondents that were able to collect throughout the IIUM Pagoh
campus. As the table shows that out of 247 respondents, majority of the respondents are
female with a total of 66.4% and 164 female respondents while male is 33.6% with total of
83 respondents.

Table 2: Demographic Profile based on Gender

Variable Type Frequency Percentage
Gender
Male 83 33.6

Female 164 66.4

Total 247 100

The Figure 2 shows majority of the respondents are people aged from 23 years old 21.5%
(n=53) until 24 years old 16.6% (n=41). Followed by (third highest) is 22 years old with a
sum of 15% (n=37). It can be shown that the group of 22 till 24 years old are constantly
engage with traveling to Johor Bahru since the research survey was deployed primarily in
the youth tourist platform.

Table 3: Age Group

Frequency Percent

18 2 .8

19 6 2.4

20 25 10.1

21 30 12.1

22 37 15.0

23 53 21.5

24 41 16.6

25 30 12.1

26 11 4.5

27 8 3.2

28 1 .4

29 1 .4

30 1 .4

36 1 .4

Total 247 100.0

19

4.3 Pull Motivation

Pull Motivation Result
The most significant factors that influencing youth tourist to visit to Johor Bahru is the
Natural/Ecological destinations. Based on Table 8, this can be proved that the highest mean
value is (4.096, SD=0.766) among all five pull motives. With the mean value of 3.973
(SD=0.820), the accessibility and good value is the second pulled motives that fascinate
youth tourist to visit Johor Bahru. The two lowest mean score is the service delivery with
the mean score of 3.968 (SD=0.876) and the lowest mean score is the motivations to visit
historical/cultural attraction with only 3.771 mean value with 0.827 of standard deviation.

Table 4: Overall Pull Motivation Result

Pull Motivation Mean Std.Deviation Rank
3.973 .820 2
Accessibility & Good Value 3.771 .827 4

Historical and Cultural 4.096 .766 1
Attractions 3.968 .876 3

Natural and Ecological Heritage
Service Delivery

Table 5: Overall Push Motivation Result

Push Motivation Mean Std.Deviation Rank

Rest-Relaxation 4.303 .723 1
Knowledge Seeking 3.880 .874 4
Novelty 4.096 .766 2
Ego-Enhancement 4.088 .660 3

5.0 CONCLUSION

Though, the findings from this study showed that, the vital push-pull factors that attract
domestic youth tourists to Johor Bahru were natural/ecological heritage and rest-
relaxation. Based on findings, it is shown that, regardless of the hectic city as well as many
other attractions, youth tourists visited Johor Bahru because they had been pulled by the
desire to experience natural/ecological attractions by enjoying the beauty of the sites and
pushed by the rest - relaxation motives which makes them wanted to have fun around the
city. Moreover, the pull factors are also supported based on the highest mean value in
tourist’s satisfaction which agreed that they had enjoyed the culture (local food, music, arts
& crafts) at the destination

20

REFERENCES

Boukas, N. (2013). Youth Visitors’ Satisfaction in Greek Cultural Heritage Destinations: The

Case of Delphi, Tourism Planning & Development, 10(3): 285-306.

Ellis, D. (2005). Motivations for modeling. Retrieved Nov 1, 2018 from

http://www.ee.columbia.edu/~dpwe/e6820/

Ministry of Youth and Sports Malaysia (2006), “Youth mapping and youth development

index”,Institute for Research on Malaysia Youth Development, Aras 10, Menara KBS, No. 27

Persiaran Perdana, Persint 4, Pusat Pentadbiran Kerajaan Persekutuan, Putrajaya,

availableat: www.mpbn.kbs.gov.my

UNESCO (2013), Learning to Live Together, Social and Human Science, Youth, Paris,

available at: http://www.unesco.org/new/en/socialand

humanscience/theme/youth/youthdefinition/

Moisa, C. (2010). Aspects of the youth travel demand, (May).

Salant, P., & Dillman, D. A. (1994). How to conduct your own survey. New York: John Wiley
&Sons, Inc.
Morgan, D. W., & Krejcie, R. V. (1970). Determining sample size for research activities.
Educational and psychological measurement, 30(3), 607-10.

21

Proceedings of the 3rd International Language & Tourism Conference 2019
Sustaining Global Development Goals through
Language, Education and Tourism

Kulliyyah of Languages and Management, International Islamic University
Malaysia, Pagoh Edu Hub, Malaysia 18th-19th October 2019

AYER HITAM COMMUNITY PARTICIPATIONS IN CONSERVATION: A
CONCEPTUAL PAPER

Aina Farahin Azli*1 and Siti Aisah Abas2
1, 2 Department of Tourism, Kulliyyah of Languages and Management International Islamic

University Malaysia, Pagoh Edu Hub Johor, Malaysia.
(E-mail: *[email protected], [email protected])

ABSTRACT
Peat swamp forest (PSF) has high potential in delivering wide range of economic and social
benefits through developing ecotourism to conservation. However it is rarely to be
optimised due to poor performance and involvement of locals as they are been viewed to
simply gain benefits from tourism development rather than having cooperation in the
process of achieving such development. Therefore, this conceptual paper aimed to explore
the concept of community participations to conserve peat swamp forest (PSF) in Ayer
Hitam Johor. In such, local participation is vital to ensure the availability of natural
resources are well managed purposely to maximise the benefits, minimise the cost and
reduce negative impacts resulted from conservation. This conceptual paper is solely based
on secondary data in which gathered from journal, articles, research project and manual.
Keywords: Local Benefits; Local Community Participation, Peat Swamp Forest;

Sustainable Development;

22

1. INTRODUCTION

Large numbers of peat swamp forest (PSF) in worldwide mainly in Malaysia provide
multiple range of benefits purposely to satisfy human needs and for life resources which
turns the locals to involve into conservation. Ecotourism for instance has represents to
strive for maximizing social and economic benefits and act as a development tool which
also helps to maintain the ecosystem, minimizing the negative impacts while increasing
the use of local resources. As mentioned by Teressa (2015), ecotourism considered as
a crucial element which claimed as a fastest growing segment of tourism industry and
become an accessibility of global economy growth. While receiving continuously goods
and benefits by the locals from PSF, these forests however have already remained under
threat with loss of biodiversity and resources resulted by lack of systematic land use
planning, developing more tourism facilities that relies from tourism demand (Kipkeu
et al., 2014). Simply, these particular forests are rarely to be optimised due to poor
performance and involvement of locals as they are been viewed to simply gain benefits
from tourism development rather than having cooperation in the process of achievin g
such development.

Due to that, the significant values of PSF have been recognised by the local and
authorities to pursue with conservation activities as well as improving the livelihood of
the locals. As such, through emphasizing the importance of local involvement is
considered to be vital in order to receive goods and achieve sustainability in ecotourism.
Kipkeu et al. (2014) stated that the local cooperation is crucial by performing a proper
incentives and planning on the land use management which particularly subjected to a
multiplicity uses of resources for the locals and wildlife, purposely to achieve the
ecotourism conservation. This is because the ecotourism has encourages community to
protect the forest and wildlife by offering the locals an opportunity to enhance their
well-being and help to receive direct and indirect values such as employment, gaining
income, sources of food, water supply for agriculture and many more (Nath et al., 2017).

The development of ecotourism is also considered as a main opportunity that
promised to deliver wide range of beneficial and economic growth to the both locals
and countries as a result from the form of tourism itself towards practicing sustainable
manner in conservation (Tisca et al., 2016). Aiming to successfully achieve ecotourism
sustainability of economic efficiency, social value and environmental sustainability in PSF
as well are not easy without considering the importance of role of the stakeholders and
participation of local people in proper planning and management process. Whereby they
need to actively involved in establishing more alternatives to conserved PSF effectively.
Thus, this will help to ensure that the locals received the adequate goods socially and
economically in return and maintaining the biodiversity at the same time resulted from
their efforts on optimising PSF in a good way.

23

2. LITERATURE REVIEW
2.1 AYER HITAM PEAT SWAMP FOREST (PSF)
Ayer Hitam Forest Reserve (AHFR) was located in Muar district, Johor and it was the
largest and last remaining peat swamp forest (PSF) in Johor. Currently, the particular
forest is surrounded by the oil palm estates, profit agriculture crop and settlements
area for plantations (Aisah et al., 2016). According to United Nations Development
Programme (UNDP) Malaysia (2006), “Peat swamp forests are an important component
of the world’s wetlands providing linkage between land and water, zone of transition
happened when water, nutrients and sun energy are combined together and produce a
unique ecosystem of hydro-logical, soils and vegetation. Peat swamp forests provide
direct and indirect benefits in the form of forestry and fisheries products i.e. source of
food, energy, flood mitigation, water supply and groundwater recharge.” In short, PSF
actually can deliver wide range of benefits towards both local and environment through
the biological and hydrological balance as such it helps to improve local living standard
which relies on the availability of natural resources as well as able to protect the wildlife
and the forest itself. PSF is not just unique with its biological process, but also provide
the ecosystem with availability of unique flora and fauna that can be found rarely in
Malaysia (Page and Rieley, 2016).

Figure 2.1 (a): Ayer Hitam Forest Reserve located in the state of Johor
(Source: Faunistic Studies in South-East Asian and Pacific Island Odonata, 2013)

24

Figure 2.1 (b): Peat Swamp Forest
(Source: ResearchGate. net)

Figure 2.1 (c): Peat Swamp Forest
(Source: ResearchGate.net)

25

2.2 LOCAL COMMUNITY PARTICIPATION AND CONTRIBUTION ON PSF

Local community generally were considered to have a better understanding and we ll-
acknowledge about their particular area or residency in which they probably know and
have consideration on the potential impacts and current situation of the place resulted
from the development of tourism activities. Ecotourism for instance has been
recognised to become main economic booster but unfortunately the locals does not
seen its values and benefits. Apart from that, in order to increase awareness and
promoting the benefits of ecotourism mainly PSF through conservation, encouraging
the local communities to involve in planning and management is necessary due to
achieve sustainable ecotourism. This is because the local participation can significantly
affect the destination’s quality image and its development as such their participation is
vital in developing tourism activities as well as protecting the environment, purposely
to reduce negative impacts, maximise the local benefits and minimise cost respectively
(Kenchana & Martha, 2014).

According to Timothy (1999) as cited by Kenchana and Martha (2014), participation of
local community can be viewed in terms of their planning and management or decision
making process and also gaining benefits by the locals from ecotourism development.
Simply, the locals were encouraged to empower by having a control in optimizing the
resources from PSF efficiently and able to make proper decision in establishing
alternatives to conserve the forest as it will directly affect and improve the local
livelihood. With the availability of resources from ecotourism itself in the particular
area, the local community has right and role to be involved and controlled on the
development and management in order for them to received major benefits resulted
from the conservation actions (Giriwati et al., 2019).

The significant values covered in PSF has promised the locals with its benefits, diversity
of social and economic values, offering its ecosystem with unique flora and fauna
particularly having biological and hydrological in balance. However, these forest has
become under threat, potentially to be easily destroyed with loss of biodiversity by
irresponsible human activities such as deforestation, improper land use planning,
unsustainable logging practices, overdevelopment of infrastructure for tourism and
many more (Kipkeu et al. 2014; Nath et al., 2017). Besides, the destruction of PSF not
only affects the biodiversity but also caused to socio economic problems in which the
communities who living within the PSF area and only relies on the available resources
provided by PSF (Nath et al., 2017). This is actually due to the local communities who
does not play their major role in conserving the forest, rarely to be optimised the
availability resources in a proper way as they are been triggered with valuable benefits
that gained solely from tourism development. Simply, they have been viewed to easi ly
receive the benefits through tourism activities rather than having cooperation or
involve in the process of achieving such proper ecotourism sustainability development.
According to Page and Baird (2016) as cited by Nath et al. (2017), PSF delivers wide

26

range of benefits but often undervalued by people on its ecosystem services and seen
to be not beneficial.

Therefore, community contribution is essential by establishing strong linkage towards
conserving PSF to ensure the impacts are well-optimised, benefits are been maximized
and cost can be reduced. If local people are able to commit and involve in both
ecotourism management and for economic benefits, then there will be “win-win
situation” whereby the ecosystem itself will be protected and the locals can improve
their living standard at the same time (Kipkeu et al., 2014). Generally, some initiatives
that can be done to protect the forest include land protection, reduce deforestation
and having strong engagement with agencies or other concerned stakeholders.
According to Giriwati et al. (2019), there is an approach mainly for ecotourism that
involving the local communities is Community-based ecotourism (CBE) purposely to
encourage them to conserve the forest and can locally controlled the resources for both
socioeconomic and environmental beneficial. Higging – Desbiolles (2009) as cited by
Mehedi et al. (2017) also stated that CBE plays the role that focusing on achieving
sustainability. The concept of CBE as well is the needs of local participation in
conservation activities and help to raise environmental awareness among communities.
The establishment of CBE has made the locals cooperate, formulating strategies to
achieve their goals to improve locals’ welfare and promoting ecotourism conservati on.
Appointing groups to take part in forest protection activities the area such as patrolling
and fire prevention and trained the farmers on tree nursery raising are some effective
ways to conserve the forest and produce experience workers who specialized in
agriculture to enhance PSF. Other alternatives that can also be done by the locals to
protect PSF mainly through education in which involving students or residents to
participate in conservation activities such as tree planting, introducing environmental
knowledge by creating awareness on the importance of PSF and their role of protection
for future generations (Nath et al., 2017).

2.3 VALUES RECEIVED BY LOCAL FROM PSF CONSERVATION

Nath et al. (2017) mentioned that some of the local communities are dependent on PSF
for their livelihoods. Therefore, community contribution is essential by establishing
strong linkage towards conserving PSF to ensure the impacts are well-optimised,
benefits are been maximized and cost can be reduced by the locals. Raising the
community awareness can help to control in optimizing the availability natural
resources for the locals and also protect the PSF at the same time. From PSF, the local
communities may tend to receive the values in form such as materials which direct and
indirect benefits (Nath et al., 2017). Besides, the more benefits received from PSF, the
higher the consideration taken by the locals to take actions on conserving the forest
and the locals may give supports and contribute in the forest protection activities.

Direct benefits are simply the values that comes directly in which they receive
the material physically and in form of tangible product such as sources of food, water

27

supply, herbs and plants that can be used purposely for medication and handicraft.
These products somehow will help to enhance their living standard whereby not just
becoming their daily supply but also to create and sell for profitability. According to
Ninan and Inoue (2013) as cited by Nath et al. (2017), the water supply comes from peat
swamp can provide hydrological services whereby it can generate power energy,
supplying water for domestic and industrial consumption which actually can save their
cost and gain profitability respectively. On the other hand, indirect benefit can be seen
in the form of environmental values that include the flood prevention, biodiversity
conservation which provide habitat for wildlife and able to release fresh air from the
trees. Other indirect benefits are PSF is the place for tourism purposes such as
relaxation and leisure, enjoying the beauty of sightseeing and agro tourism. Besides, if
the locals are been exposed to these such direct and indirect benefits from PSF, they
will tend to increase the awareness of the need of the protection and well-optimise the
availability natural resources for the local uses (Aceres, 2015).

3. METHODOLOGY

The aim of this paper is to acknowledge and explore the concept of local participation
in conserving peat swamp forest (PSF) to attain ecotourism sustainability development.
As a result from conservation, the locals able to receive direct and indirect benefits
which help them to enhance their living standard. This conceptual paper is solely based
on secondary data which gathered from several articles, journals, research project that
related to local participation in conservation mainly in ecotourism. There are several
methods used to collect the data and analyse the literature based on previous research.

The research from journal and articles based on the topic was been searched through
Google scholars, science direct and other search engine. The terms such as “local
participations” was been mainly conducted by previous researchers in any potential
tourism area while the research based on the term “peat swamp forest”, focusing on
ecotourism is less to be found. One of the helpful research article that can be reviewed
was Wetlands paper on the topic “ Local’s People Appreciation and Contribution to
Conservation of PSF in Malaysia” which contained the detail results of survey that
collected data from local’s people opinion on their participations in conservation
purposely to gain benefits from PSF. In the same paper stated Focus Group Discussion
(FGD) among public and stakeholders plays significant role in terms of creating support
and awareness towards conservations in ecotourism.

This conceptual paper has its limitation which it only relies on previous data collection
that has been collected by other researches because of the inability to conduct the
particular research on our own and all the data analysis and literatures based on the
topic was not totally explored due to constraint of times.

28

4. CONCLUSION

The involvement of local community can highly affect to the ecotourism sustainability
In which turn the locals to participate more into conservation activities due to gain
social and economic benefits from PSF. It can be seen that local participation in
conservation is essential when it comes to planning as well as on sustainable natural
resources management of PSF. PSF seems to be viewed as an important resources and
need to be maintained as the locals within the area may fully rely on the availability
natural resources for their daily living and at the same time they can protect the
biodiversity. In order to conserve the forest, some of initiatives can be done by the
locals such as through educating communities by create environmental awareness on
the importance of PSF and planting trees. Establishing CBE and having collaboration
with any concerned stakeholders is also necessary to involve the locals to participate in
promoting the ecotourism conservation and increasing awareness among the
communities as it will create more welcoming, peaceful environment and improving
destination image as well. As a result, there will be more benefits gained by the locals
from the tourism development and the tourist arrival to the particular area.

Strong engagement of local communities would also make them locally
controlled as such empower them to effectively taking part in management of PSF. High
participation in conservation on PSF will able to meet the local needs which help them
to reduce their cost by using local and natural resources solely. Simply, PSF delivers
wide range of direct and indirect benefits to the locals and wildlife as well. Direct
benefits are physically received by the locals such as sources of food and water supply,
herbs and plants for medication and handicraft for their living. Meanwhile, indirect
benefits of PSF can be in the form of environmental values such as provide habitat for
wildlife, flood prevention and also for leisure purposes such as people able to enjoy
sightseeing, relaxation or joining agro tourism activities. As if the locals are being
exposed to the benefits gained from PSF, they will actually take into consideration on
the need of environmental protection on natural resources and striving for ecotourism
sustainability.

Nonetheless, the role of local communities as initiator to tourism projects have
to be seen as significant implication to ensure participation and support towards
conservation. Thus, it is recommended that future research should embark on
willingness and readiness of the local communities around Peat Swamp Forest
specifically in Ayer Hitam Johor. Nevertheless, the conjectures have yet to be further
investigated.

REFERENCES

Black, R. (2017). Ecotourism in the Kakum Conservation Area, Ghana : Local politics,
practice and outcome, (December 2018), 9–10.
https://doi.org/10.1016/j.jort.2017.09.003

29

Garrod, B. (2014). Local Participation in the Planning and Management of Ecotourism : A
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Kamal, M. (2016). Community Awareness about Tangible and Intangible Benefits of Sibuti
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Kencana, I. P. E. N., & Mertha, I. W. (2014). People Participation as Social Capital Form for
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Ketema, T. D. (2015). Development of community based ecotourism in Wenchi Crater
Lake, Ethiopia : Challenges and prospects, 6(4), 39–46.
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Kipkeu, M. L., Mwangi, S. W., & Njogu, J. (2014). Incentives for Enhanced Community
Participation in Wildlife Conservation in Amboseli, Kenya, 2(5), 75–86.

Lassoie, J. P., & Lee, D. R. (2003). Community Participation in Ecotourism Benefits : The
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Participation in Community-based Ecotourism Development : Perspective of
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Mohd Puat Bin, (August). https://doi.org/10.1007/s13157-017-0941-1

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Stem, C. J., Lassoie, J. P., Lee, D. R., Deshler, D. D., & Schelhas, J. W. (2003). Community
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Sunu, N., & Giriwati, S. (2019). Local Community Participation in Ecotourism
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Wahome, R. G., & Mungai, D. N. (2015). Local Participation in Community Forest
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30

Proceedings of the 3rd International Language & Tourism Conference 2019
Sustaining Global Development Goals through
Language, Education and Tourism

Kulliyyah of Languages and Management, International Islamic University Malaysia,
Pagoh Edu Hub, Malaysia 18th-19th October 2019

DEVELOPING ENGLISH VIDEO TUTORIALS TO ENHANCE TOURISM AND
HOSPITALITY QUALITY FOR LOCAL CULINARY IN MALANG CITY,
INDONESIA

Irene Nany Kusumawardani*1, Putu Dian Danayanti Degeng2 and Moh. Hasbullah
Isnaini 3

1, 2 Faculty of Cultural Studies, Universitas Brawijaya, Malang, Indonesia.
(E-mail: *[email protected], [email protected])

3Faculty of Cultural Studies, Universitas Brawijaya, Malang, Indonesia.
(E-mail: [email protected])

ABSTRACT

Culinary is the first of three subsectors in creative industry that greatly contribute (32%)
for National tourism development, followed by fashion (28.7%) and then craft (14.7%)
based on Indonesian Tourism Ministry (2011). Creativity, aesthetics, tradition, and local
wisdom are embodied in local culinary in Indonesia. The culinary becomes the product of
its human resources, natural resources, and cultural heritage resources. These values add
up to the tourism sectors potential in general and National tourism development. Malang
is rich potential of tourism for its beauty of architecture, delicacy of culinary, and various
art and culture attractions. However, an important component in the tourism industry is
the human resource since it plays an eminent role in promoting the image of the country
as a top tourism spot. Several trainings have been done by the local government to
provide its people with communicative language skills and hospitality to improve their
service and product qualities. Training has been done both in Bahasa (national language)
and in English. Aside from the efforts done by the local government, the ability of the
people to communicate in international language, especially English is still quite low.
Through interviews with tourism doers, this research investigates the need of Malang
local guides and local cuisines to have an easy access media that can help them learning
English independently and freely. The English video tutorial for tourism and hospitality is
designed to use actual local contents that perform famous local culinary places and
activity in Malang city. It highlights Malang people who sell food and beverages in order to
enhance its quality services and to expand larger market place (foreign tourists). The
result of this research will provide appropriate guidelines for designing innovation on
English communication for locals to learn English in tourism activities, especially in
culinary ones.

Keywords: Culinary, English Video Tutorial, Tourism, Local Content

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1. INTRODUCTION

Nowadays, the role of English is hugely crucial for the tourism industry (Zahedpisheh, B
Abu Bakar, & Saffari, 2017). Since English has become an international language, it has
become increasingly necessary for employees who work in tourism to develop English
language skills to be able to communicate, negotiate, and execute transactions with
foreign tourists. Furthermore, globalization has increased competition in tourism
markets, and destinations are exposed to tough price competition on homogenized
products and services by rivals worldwide. Given these challenges and the desire by
locales for sustainable tourism development, human resource development is critical
to the success of tourism in many markets, including culinary.

Effective communication gives traveller a chance to explore the culture of local area
and learn about local food trends, cooking techniques and food history. Culinary
tourism itself has become a growing trend in tourism and travelling activities done by
local and international tourists. Culinary tourism or food tourism is the exploration of
food as the purpose of tourism itself (Ellis, Park, Kim, & Yeoman, 2018). It is now
considered a vital component of the tourism experience. Since dining out is common
among tourists, food is believed to rank alongside climate, accommodation, and
scenery in importance to tourists. The growing interest in food tourism and culinary
tours could drive local businesses and restaurateurs to meet the growing demand.

In Indonesia, culinary is the first of three subsectors in creative industry that greatly
contribute (32%) for National tourism development, followed by fashion (28.7%) and
then craft (14.7%) based on Indonesian Tourism Ministry (2011). Most enterprises
engaged in the sectors of creative industry are UKM (small and medium enterprises
with average productivity around Rp.19.5 million per worker per year. When looking
at the direction of work movement and orientation, the creative industry has been
dominated by the lower to middle level society. It is in line with the tourism industry
which is based on community empowerment.

Surrounded by many mountains, Malang is famous tourism destination in Indonesia
since long time ago, because of its beautiful nature and for its cool temperature
(“Malang Tourism: Offers Its Beautiful Beaches And The Others Nature Scenery,” n.d.).
Tourism activities are supported by the local government such as accommodation
services, public facilities, banks and center offices. As a city of education, industry and
tourism, Malang offers the easiness and hospitality for the tourists. The city also has
economic center area, shopping paradise, amusements parks, and culinary
destinations. Malang apparently also has many culinary wealth of the past. Many
varieties of food that have been sold since the 1930s, are still being favorites until
now. Uniquely, legendary dishes from Malang inherited the taste of European,
Chinese and Arabian food taste, which are immigrants and settlers in the Malang since
the beginning of the 19th century. Malang is a paradise for the culinary lovers or
foodie. So many kinds of dish are available, from street food class until luxurious

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restaurant class with a range of thousands to tens of thousands of rupiah. When
visiting Malang, it is a must to taste Rawon Merah at the HTS Depot, Ice Cream at
Toko Oen, Siobak at Depot 59, Soto Basket on Pasar Besar Street, Soto and Rawon at
Warung Kiroman, and many more. The taste of Malang food is delicious and has many
variations. It attracts the tourist to taste and enjoy Malang cuisines. On the street
foods the prices are also known to be quite affordable; there are Bakso, Cilok, Tempeh
Chips, Fruit Chips, Cwie Mie, Orem-orem, Sempol. The culinary centers available in
Malang consisted of approximately more than 300 food centers in form of depot,
restaurant, food stall, eatery, and food court.

Related to our previous research about the Importance of English for Tourism and
Hospitality Purposes (ETP) in Malang Thematic Village, Indonesia; it was found that
tourism doers in Kampung Heritage Kayutangan have low interest in English. Aside
from its huge potential of tourism sectors, the ability of the people in Kampoeng
Heritage Kayoetangan to communicate in international language, especially English is
also very low. There are tour guides, ticketing staff, locals, and food stall owners that
certainly need to improve their English skill. Even, most of them barely experienced
learning English language at all. This research aims to seek solution, whether tourism
doers in Kampung Heritage Kayutangan interested to have a media as an alternative
that can help them learning English independently. The media will be a tutorial video
in vlog style that can be downloaded and shared freely. Therefore, it can be played
multiple times and tourism doers can learn English in a fun and entertaining way
about tourism and hospitality. As a start, the focus of the video will be about culinary
since it is fundamental to human lives and is now holds crucial role in tourism factors.

2. LITERATURE REVIEW

There are three theories that relate to the mentioned topic, namely the history and
characteristics of Kampung Heritage Kayutangan, English for Tourism and Hospitality
Purposes (ETP) and Information and Communication Technology (ICT).

2.1. Kampung Heritage Kayutangan

According to (Akbar & Alvian, 2018), Malang City Government supports the universal
access sanitation through a 100-0-100 program (target of 100% access to drinking
water, 0% of slum areas, and 100% of access to proper sanitation). One program to
support cities without slums (KOTAKU) in Malang City is the development of thematic
villages that are expected to be problem solvers related to existing slums. The
development of this thematic village also tends to be oriented towards the
development of the economy and tourism sector in Malang City. There are around 20
areas that have been declared as thematic villages, though not all of them managed to
maximize their tourism potential, some of them have successfully raised to become
famous tourist destination in Malang. City government regularly held workshop or

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training to help these thematic villages to create new attractions based on their local
culture (Ulum, n.d.).
One of the thematic villages in Malang is Kampung Heritage Kayoetangan. It is a
village in Kayoetangan area which is dwelled by local residents in vintage houses
(Wahyunik, n.d.). The houses are preserved through generations and still maintain
their authentic styles. Recently, the village is inaugurated as one of Malang’s Thematic
Villages in 2018, with a name of “Kampoeng Heritage Kayoetangan”. There are around
30 houses in 3 neighborhoods that have been labeled as historical remnants and are
open for tourists. The local residents still resides in the old houses and transf orm their
living rooms to become more ‘instagramable’ where tourists can feel the vintage
ambience and travel to the past time (Anggraeni, n.d.).

As a newly inaugurated thematic village, the local tourism manager, along with the
tourism doers have been working hard to develop their potentials. Because of its
strategic area, the thematic village is hidden gems in the middle of the hustle and
bustle of Malang city. The village (kampoeng) gains rapid popularity in just a year. One
of the plans that become their priority is to improve their culinary products and
service. Their creation is a signature snack which is called rempeyek or peyek. It is a
kind of savory crackers, made from turmeric and rice flour, sprinkled with peanut
chunks that usually accompany the main dishes such as pecel (steamed vegetables
with lime kefir peanut sauce). Through interviews from the tourism doers and
foreigners, the ability to promote their cuisine products and services in English would
surely enhance their quality and markets.

2.2. English for Tourism Purposes (ETP)

ETP emerged as part of ESP and held an important role in the quality of services in
tourism. When a tourism sector envisions going international, then the need of ETP is
unavoidable. “English for tourism and hospitality is used for international tourism and
service industry which is considered under the category of English for specific
purposes and its practical application needs to be understood” (Cravotta, n.d.).
Moreover, LiWei (2011) added that “ESP is considered as a main subject or topic that
can promulgate competence into the hospitality and tourism preparation and training
programs” (Zahedpisheh et al., 2017). In other words, ETP as part of ESP is meant for
those who not only aim to increase their service quality but also to expand larger
market place (foreign tourists).

For the English instructors of ETP, the awareness of the importance of ETP shall be
completed with topics material and teaching method that fits the need, background,
and atmosphere of the learners themselves. Nunan (1988) highlighted that
“…educators engaged and responsible in using English for tourism purpose (ETP) as a
theoretical framework have numerous roles and duties.” Meanwhile, some
dimensions that belong to the lesson models or curriculum designs related to ETP
were proposed by Prof Huang Chao-shain (Zahedpisheh et al., 2017):

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Table 1: Model for Tourism and Hospitality English curriculum

Dimension of the tourism and hospitality curriculum
1. English for Food and Beverage Services
2. English for Air Flight Services
3. English for Hotel Services
4. English for Tour Managers and Guides

Based on the Tourism and hospitality English curriculum designs on table 1, there are
four dimensions in ETP. Among those four, the first dimensions is suitable with the
need of Kampung Heritage Kayoetangan which is English for food and beverage
services. Not many research has been done related to English teaching for local food
and beverages in Malang thematic villages. This will be great opportunity for the
current researcher.

2.3. Information and Communication Technology (ICT) and English Language
Teaching (ELT)

As we now live in digital era, the role of digital media in English for language learning
is very important. The process of teaching and learning then should utilize the digital
awareness of learners in improving their interest and motivation. There are many
kinds of media that can be used, for example video. Nowadays, many teachers or
institutions have been developing video for English Language Teaching (ELT) (Kacetl &
Frydrychova-Klimova, 2015). This is happening because video can fulfil the need of
learners in digital era. The use of video in ELT can help the learners to understand the
material better since video can give some benefits; time and space manipulations,
conveys message that easy to remember and can explain something abstract to
something that more realistic. Based on some research on ETP learner’s learning style,
they are more attracted to practical activities rather than theories and reflections
(Zahedpisheh et al., 2017). In which, using video for ELT creates a fun and enjoyable
learning since the learner can watch it through their own gadget or any other ICT tools
and can directly practice it. Utilizing digital content from the internet, for instances, to
support the teaching and learning process, would get learners more motivated and
engaged in the learning activities. It is also to prepare them to be independent
individuals in collecting information and knowledge from all available resources
(Laborda, 2009).

3. METHODOLOGY

This study conducts the research through need analysis. It enables educators and
practitioners to shape the curriculum development that bases the content of language

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courses on the communication needs, wants and interests of the learners (Lepetit &
Cichocki (2005). Four participants involved in the present study to represent the
tourism doers in Kampung Heritage Kayutangan. The participants were front-liners
who was chosen based on their role in Kayoetangan thematic village. Those are the
manager and vice manager of kampung tematik Kayoetangan as well as an owner of
one of the historical houses, local tour guide, and café owner. They were 2 males and
2 females, aging 25-40 years old. To collect the data, the interview guide was used to
identify the need of English for tourism on the site. Within July-August 2019, the
researcher interviewed the four front liners focusing on the need of English for
Tourism and the Media, video, used in helping them improve their English.

4. MAIN RESULTS

There are twelve questions that was asked during the interview in order to find out about
their perspectives in English and what kind of media that suit with their characteristics.
The results of the interview about participants perspectives in English is presented as
follows;

1) Can you speak English?
It is found that among these four participants, two of them speak little English at the level
of elementary. They understand how to speak English but they have a lot of difficulties in
expressing their ideas in English properly. For instance, they would say “ I very like
English” instead of saying “ I like English very much”. The other two participants said that
they did not understand English since they never use English. They might understand
simple expressions like “ how are you” but they do not know how to say this expression
themselves since they never practice and use any English expression.

2) Have you ever studied English?
Three participants said that they have learned English during their high school studies or
University but one of them never learned English. The researcher found out that these
three participants may understand English but they hardly used English as the medium of
communication when doing their jobs, tourism field. One of the three learned English in
an English course but he found out that English is still troublesome for him.

3) Are you interested in studying English?
Three participants said yes and one said no.

4) Have you faced difficulties while serving/assisting foreign customer?
Three participants said yes and one said no. Those who said that they are interested in
studying English is actually because they often encounter with some problems while
serving/assisting foreign customer. They said that sometimes they cannot understand the
language if the sentence is too long or using different accents.

5) Do you prefer to study independently or by taking language course or training?

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Two of them prefer to study independently and the rest said that they like to have
someone else to teach them. Those who prefer to take language course or training
actually rely on the workshop or training held by local or city government.

6) What is the biggest challenge faced during studying English?
Most of them said Grammar and speaking. Understanding the English grammar is very
difficult and that makes them afraid or not confident enough to speak.

Next result is about the possibility or kind of media that best suit with people
characteristics. The result is presented as follows;

7) How often do you access YouTube?
Two of them said often, and the rest said not often.

8) What kind of video that you like to watch on YouTube?
Most of them said that they love to watch about gossip, motivation and random videos.

9) How long do you spent time to watch YouTube in a day?
The participants answers is varied from less than 5 minutes, 10 minutes up to 20 minutes.
From the answer (question 7, 8 and 9), it can be said that they access YouTube but still
not on purpose meaning doesn’t have specific goals.

10) Do you prefer studying by reading or watching?
All of the participants said watching. They said that watching is effortless, easy to do
moreover if they can access it from their gadget.

11) Do you agree with the development of English video tutorial?
All of them said yes. They think it will be interesting if they can learn English just from
watching videos.

12) What kind of English vocabulary/phrases needed in culinary services?
They agreed that the content of the video should include ingredients, offering products,
taste, and price.

5. CONCLUSION

The English learning is crucially needed for the people who work in the field of
Tourism and Hospitality, especially introducing the local food. To promote the local
culinary, the doers need to learn English in order to be able to tell or explain what the
food is to the foreigners/tourists. One of the ways to ease English learning is teaching
them using video from which they can get some benefits because of its simple usage,
possible repetition, and visual exposure. Thus, the finding suggests that a audio-visual aid
is crucially needed to develop for the learning English culinary.

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BIBLIOGRAPHY:

Irene Nany K., M.Li is now a lecturer at Universitas Brawijaya Malang, Indonesia. In the
academic field, her prime interest is upon metaphor and its role in language, education,
environment and human lives. With her teams, she develops creative media of literature
to teach English grammar to the students and society. Culinary, tourism and
entrepreneurship become her newly interests to explore. Email: [email protected];
Abstract: Developing English Video Tutorials to Enhance Tourism and Hospitality Quality
for Local Culinary in Malang City, Indonesia.

Dr. Putu Dian Danayanti Degeng S.S., M.Pd, is an English lecturer in Universitas
Brawijaya, Malang, Indonesia. Her teaching and research interest include educational
psychology, classroom management, model and media development, and early childhood
education. Email: [email protected]; Abstract: Developing English Video Tutorials to
Enhance Tourism and Hospitality Quality for Local Culinary in Malang City, Indonesia.

Dr. Moh. Hasbullah Isnaini, M.Pd is a full time lecturer teaching English in Universitas
Brawijaya Malang, Indonesia. His research interest in Language Teaching, especially
Teaching English as a Foreign Language. Email: [email protected]; Abstract:
Developing English Video Tutorials to Enhance Tourism and Hospitality Quality for Local
Culinary in Malang City, Indonesia.

Acknowledgment: The authors would like to express their appreciation for the support of
the Dean of Faculty of Cultural Studies who always encourages them to develop their
professionalism by participating in this conference. They also would like to say gratitude
to all participants belong to Kampoeng Heritage Kajoetangan Malang who were actively
involved in this research. Thanks to Malang tourism department which provided all the
information upon the completion of this research

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Proceedings of the 3rd International Language & Tourism Conference 2019
Sustaining Global Development Goals through
Language, Education and Tourism

Kulliyyah of Languages and Management, International Islamic University Malaysia,
Pagoh Edu Hub, Malaysia 18th-19th October 2019

CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY AND
COMPANY IMAGE OFFERED BY AIR ASIA

Aishah Zuhairi*! ,Mazni Saad2

1, 2 Department of Tourism Planning and Hospitality Management, International Islamic
University Malaysia, IIUM Pagoh, Malaysia

(E-mail: *[email protected] and [email protected])

ABSTRACT

Recently, the term satisfaction has been extensively used in tourism. In general, service
provider sectors are striving to meet their customer’s satifaction by delivering the best
hospitality for their business. The importance of customer satisfaction can never be ignore
especially when working in tourism industry. In fact, delivering good customer service
experience are essentials for most businesses especially service provider. World Tourism
Organization has proposed to Governments to establish National Certification System for
Sustainable Tourism and among the suggested criteria in social indicator is guest feedback
system and customer satisfaction. Failure in delivering good customer service has brought
so many negative impacts especially in terms of customer loyalty and sustainabilty of the
businesses. The objective of this research is to point out the reactions on customer
satisfaction regarding service quality and company image offered by Air Asia by using
Parasuraman SERVQUAL Model. This study has highlighted four components of service
quality which is, caring, reliability, tangibility, and responsiveness. The second objective is to
recognize the significant issues that can influence the progression of customer satisfaction
on Air Asia management and the last objective is to verify the importance relationship of
company image and services quality toward customer satisfaction of the Air Asia
management. By understanding customer satisfaction, the authorities for service provider in
tourism sector could take actions that will enhance local Airlines Industry image and brand as
well as ensuring the sustainability of the business. The research will be conducted in Kuala
Lumpur International Airport (KLIA), Sepang, Selangor.

Keywords: Airlines, Customer Satisfaction, Company Image, Service Quality

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