- Title
- Resource based view on tourism development in Malaysia (1965-2010)
- Creator
- Hussin, Noor Zatul Iffah
- Relation
- University of Newcastle Research Higher Degree Thesis
- Resource Type
- thesis
- Date
- 2014
- Description
- Research Doctorate - Doctor of Philosophy (PhD)
- Description
- This thesis seeks to examine the structural factors that influence the development of tourism at the national level, with a focus on Malaysia. Tourism in Malaysia emerged later than in its neighbouring countries such as Singapore, Thailand and Indonesia. This is because the primary source of foreign-exchange earnings before 1985 came from commodities and the manufacturing industry. Only after a severe economic recession did Malaysia consider the tourism industry as an alternative to broaden the country’s economic base. Ever since, with an efficient marketing and planning strategy, Malaysia has become the most visited country in Southeast Asia after Thailand. In gross national product (GNP), tourism ranked second after manufacturing, contributing approximately 34 per cent of the total GNP of Malaysia in 2005. To understand the factors that influence tourism development in Malaysia, this study has chosen a qualitative method because it involves answering questions pertaining to ‘what’, ‘why’ and ‘how’, which can provide a wealth of profound and detailed information on the issues being investigated. As the qualitative method is the root for the interpretive paradigm, this study has chosen bibliographic research as its research method, as the information gathered for this study is from published material and data were analysed using content analysis/NVivo 8.0. The findings from this study indicate that Malaysia’s planning in the tourism industry appears to exhibit characteristics consistent with the stages of Butler’s Tourism Life-cycle Model in that Malaysia has undergone the stages of exploration, involvement and development. This study discovered that Malaysia’s strength has been in its four marketing areas (product, price, promotions and distribution channel). However, the last marketing areas, planning and implementation, were not receiving full cooperation from some of the stakeholders, rendering the long-term marketing objectives unachievable. This indicated that competitive advantages may arise, but if resources are imitable, competitive advantage is not sustainable. The marketing strategies that have been employed by Tourism Malaysia for short-term and long-term objectives indicate that Malaysia has constantly considered its core resources (e.g. nature and culture), created resources and supported resources (e.g. accessibility, quality of service and market ties) and capabilities that are capable of attracting visitors in a consistent manner (see Table 3.7). This study contributes to the theory of tourism in Malays and provides practical perspectives. From the theory perspective, this study validates the importance of integrating a resource-based view (RBV) and Butler‘s development theory in underpinning the country’s degree of competitive ability in tourism. These theories can be used as a guideline for other countries in their tourism planning, assisting them to use their resources efficiently. This study also reveals that Malaysia possesses individual capabilities that result in short-term advantages in tourism. From the practical perspective, the Malaysian government needs to improve its marketing resources by developing a close relationship with its stakeholders, as this relationship is presently marked by a lack of cooperation.
- Subject
- RBV; tourism development; Malaysia
- Identifier
- http://hdl.handle.net/1959.13/1048513
- Identifier
- uon:14918
- Rights
- Copyright 2014 Noor Zatul Iffah Hussin
- Language
- eng
- Full Text
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| View Details Download | ATTACHMENT02 | Thesis | 1 MB | Adobe Acrobat PDF | View Details Download |