KAMPUNG MORTEN MELAKA MAJU JAYA
NURAQILAHIZZATIBINTIAZLAN UMAIRAHBINTI MOHDSUPI TEAM MEMBERS NURSYAKIRABINTI MISLAN 14DUP21F1020 14DUP21F1029 14DUP21F1004 NURFATHIN‘AQILABINTI MOHAMADRUSDI 14DUP21F1027 NURSOFIABINTI MAZLAN 14DUP21F1033
Introduction of the CBT Background and map Itinerary Market segment Marketing plan Marketing strategies Implementation strategies Monitoring strategies Contact person Digital advertising Table of Contents 01 02 03 04 05 06 07 08 09 10
INTRODUCTION OF CBT CBT is a tourism product that is mostly run by local communities. Local communities are fully trusted to oversee the decision-making, planning, assessment, and control of tourism management. CBT emphasises environmental, social, and cultural sustainability while empowering local communities to control all facets of tourism in their communities. The fact that CBT is run and owned by the community for the community's benefit is its asset. Additionally, CBT gives visitors the chance to discover the way of life, regional culture, and customs of the community. As a result, local residents and visitors will be exposed to the natural environment, social stability, and cultural history.
BACKGROUND OF THE KG MORTEN Kampung Morten is a Malay village located in the middle of Melaka city. This village is inhabited by approximately 600 Malay residents. Until now, there are 98 lots of land with an area of 12 acres, including Surau and Balai Raya, that have been established for the convenience of Kampung Morten residents. The history of this village was opened by Datuk Othman Md. Nor (Ketua Village) in 1922. The original residents were from Javanese villages who had to move due to the implementation of development. Residents who were forced to move have found an area. The village of Morten was filled with mangrove and nipah forests.
MAP IN KG MORTEN
8.00 am Breakfast at Irna Homestay 9.00 am Explorace Program in Kg. Morten - Check point 1 (Rubber Shooting Game - Check point 2 (Chinese Ting- Ting Game) - Check point 3 (Puzzle) - Check point 4 (Coconut Bowling Game) - Check point 5 (Tradisional Team Brag Game) - Check point 6 (Throw the Giant Dice) - Check point 7 (Batu Seremban) 12.00 pm Asam Pedas cooking class and lunch 1.30 pm Zuhur Prayer 2.00 pm Onde-Onde baking class 4.00 pm Playing tradiosional games 5.00 pm Sightseeing around Kg. Morten 7.00 pm Maghrib prayer 8.00 pm Take a Melaka River Cruise 9.00 pm Dinner at Nasi Lemak Kg. Morten 10.00 pm Back to homestay and rest ITINERARY
Market Segment or Services Villa Sentosa Homestay Program Villa Sentosa is one of 90 traditional houses and it is the most attractive and best preserved of all the houses in Kampung Morten and it now serves as a private museum and is open to the public. It is known as The Malay Living Museum. Homestay Kampung Morten UNESCO Melaka, located in the heart of Melaka City, is the only Malay village in Melaka. This accommodation is considered as a life museum as many people are still practicing a way of life that has not changed and the uniqueness of their home design designs.
Business activities Sightseeing Heritage tourism helps to generate income by providing opportunities for a diverse economic. Local community can earn an additional income from homestay programme. Nearby attraction: Melaka River Cruise - 0.51km Masjid Kampung Hulu - 0.59km Cendol Kampung Hulu - 0.59km Jonker Walk - 0.83km Chetty Museum - 0.85km The Stadhuys - 1.08km Samudera Museum - 1.35km A Famosa Portuguese Fort - 1.35km Menara Taming Sari - 1.46km
MARKETING PLAN Making Kampung Morten another traditional and unique tourist destination in Melaka that must be visited. Enables receivers to generate income. Increase visitor/tourist attendance. Provide opportunities for local residents to be involved in the service industry. P R O G R A M M E' S O B JE C T IVE
SWOT ANALYSIS S T R E N G T H WE A K N ES S Kg Morten still maintains the art of house design, landscaping and house decoration of traditional Melaka house . According to Tok Sidang Abdullah, the leader of Kampung Morten, almost 60% of tourists traveling in Malacca will come to visit and visit Kampung Morten. This is because of the location of this village which is located in the middle of Melaka City in addition to the uniqueness and attractions of the village itself. Traditional food and games are used as product attractions . Homestay services are found to have a potential source of additional income and employment for local residents . Lack of exposure and promotion on the internet and social media . Lack of active involvement in the development of tourism by seeking opportunities for partnership with the private sector of developed tourism and perform four management functions, namely, planning, organizing, managing and controlling their respective villages .
Communities set up a tourism-related associations representing them at the Malaysia Tourism Council (MTC) in Kampung Morten for the successful management of tourism . Non-Governmental Organizations (NGO’s) play a major role in educating local residents about the importance of tourism growth in their respective areas . Kg Morten collaborates with local artists and celebrities and has been promoted in tourism shows on television programs Staying with a host family can offer opportunities for cultural exchange and interaction with locals . T H R E A T S The sector most affected by the COVID 19 pandemic . Social and economic inequality will emerge even if communities are successful in the context of homestay . Negative attitude and breakdown of unity may threaten the sustainability of the Homestay programme as a tourism development strategy and the vulnerability of integrity of the community as a whole . SWOT ANALYSIS O P P O R T U N I T IES
MARKETING STRATEGIES 1.Embracing ICT as a promoting tool. Use social media platform such as Facebook, Instagram to increase promotion rate as this method is the new way of marketing in this IT era. 2.Take advantage on tour operator and ground handlers. Tour operators and ground handlers can help promote the home stay as one of the accommodation to their tourist and visitors. This method will benefit both parties. 3.Understanding the channels of distribution. Focus on promoting the homestay to specific groups of tourist. For example tourist that look for cultural experiences and traditional visits
MARKETING STRATEGIES 4.Set up in house travel agency Setting an in house travel agency will ensure sustainability in terms of local control. This method will ensure the promotion to keep on going among local community. 5.Packaging tour programs and price. Create a package to offer tourist full experience with reasonable price. This method will attract more tourist and also benefit the host as the itinerary is set. The stay will be more interesting and memorable.
IMPLEMENTATION STRATEGY 1.Active participation of local community. Local community must participate in implementing CBT in the organisation. For example, everyone in the local community must take part in the activity held to show support in implementing CBT. 2.Partnership with tour companies or organisations Create partnership with local tour companies or organisations that are interested in sponsoring CBT through promotion or marketing with the communit. For example, tour companies can promote the homestay to their tourist. 3.Train local community with existing skills. Increase the capability of the local community with brushing their existing skills. For example, provide classes such as handcraft class to increase their knowledge as well as create income for the community.
Action Plans It is a meetings that review action plans that detail strategy implementation progress and issues. For example, the management team of Kampung Morten launch strategy with an action plan that identifies the individuals responsibility for each objective of the strategy MONITORING STRATEGY TO BE IMPLEMENTED BY LOCAL COMMUNITY Develop Collaborative Relationships with Municipalities Finding opportunities to support causes that advance the community as a whole is crucial, even if they have nothing to do with your top goals. For this reason, it's beneficial to keep an eye on talks about legislation that both your industry and your organisation can support. You may keep your relationship cooperative rather than adversarial by demonstrating to local officials that you have the community's best interests at heart.
You need to create a formal monitoring policy for all the policy-making bodies within your coverage area. To manage the overwhelming amount of public information to sift through, many government affairs teams use a local monitoring service or local legislation tracking software. In either case, it’s important to set aside a regular time slot to review the latest discussions and agenda items from your coverage area. Create a Formal Monitoring Process for Every Community in Your Coverage Area The most effective local advocacy comes from local residents. The voice of a concerned local who took time out of their day to show up almost always carries more weight than the voice of a professional lobbyist from a statewide organization. That’s why proactive government affairs teams take action through their membership base or supporters by alerting them to issues happening in their community, equipping them with talking points and legal advice, and encouraging them to make their voices heard. This can take the form of showing up to council meetings, writing letters to the editor in local media, or requesting one-on-one meetings with local staff or elected officials. Empower Your Membership to Take Action
CONTACT PERSON YUNUS HOMESTAY TUN MAMAT 75 HOMESTAY 013-778 2525 104, Lorong Tun Mamat 1, Kampung Morten 019-3798242 No.75, Jalan Tun Mamat 2, Kampung Morten Homestay Owner : Hj.Yunos Bin Abd.Majid Homestay Owner : Hj Abd Rahim Bin Alimat
CONTACT PERSON IRNA HOMESTAY MD SHAH HOMESTAY Homestay Owner : Mohd Irham Bin Abd Rahim 019- 379 8242 114, Lorong Tun Mamat 1, Kgampung Morten Homestay Owner : Hamimah Bt Abd Rahman 019-6873385 No. 90, Jalan Tun Mamat 2, Kampung Morten
CONTACT PERSON HJ JORET HOMESTAY D’MORTEN HOMESTAY Homestay Owner : Hj Joret Bin Ali 012- 678 9846 No.125,Jalan Dataran Datuk Othman Kampung Morten Homestay Owner : Azhar Bin Abd Hamid 017 -696 4357 No. 115,Jalan Tun Mamat 1 ,Kampung Morten
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