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You searched Library Catalogue - Subject: Distance education students Malaysia
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Call Number (WOU)
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SP CEMBA 2016 30
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Author
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Koay, Choon Sean
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Title
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Proposing a sustainable community-based marketing framework for George Town World Heritage Site./ Koay Choon Sean.
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Abstract
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George Town World Heritage Site has been gaining tractions since its inscription as a UNESCO World Heritage Site in 2008. Marketing strategies targeted at driving tourist arrivals for the central purpose of economic gains have been labeled as ‘unsustainable’ – and at the cost of social impact to the community members. Sustainability of a heritage site is relative to the community involvement, and this paper aims to propose a sustainable community-based marketing framework which is built upon the fundamentals of ‘sustainability’ and ‘community’. Two models – namely Sustainable Heritage Tourism Marketing and Community-Based Social Marketing – were reviewed based on their relativity in the context of community involvement within the heritage environment, and the proposed framework was then developed upon the foundations of the two models. The present marketing framework at George Town World Heritage Site was then reviewed, and a focus group interview took place to assess the existing and proposed framework. Directed content analysis was deployed to analyze the findings from the focus group interview through coding processes, and the reliability of the analysis was then tested with a case comparison to Canada’s Rideau Canal World Heritage Site. A new framework was then developed based on the findings from the focus group interview and case comparison, with sustainable site management, and partnership and collaboration as the key components in developing sustainable community-based marketing initiatives which seek to balance the need of the heritage site and community, and the economic gains from the heritage tourism industry. Future studies on the proposed framework should be carried out to assess the effectiveness of the proposed framework within the actual field environment of George Town World Heritage Site.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2016
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Physical Description
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1 online resource ( 81 pages) : illustrations, text file, PDF.
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Subject
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Social marketing
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Subject
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Sustainable development
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