Contemporary Issues in Malaysia Tourism

Running head: MARKETING
Contemporary issues in Malaysia tourism
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MARKETING
Table of contents
Introduction................................................................................................................................2
Body...........................................................................................................................................2
Tourist market potential.........................................................................................................2
Transport development...........................................................................................................3
Accommodation development...............................................................................................4
Crisis and risk management...................................................................................................5
Social media influence...........................................................................................................6
Visitor experience development.............................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................11

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Introduction
The report is prepared to discuss about the contemporary tourism issues associated
with the tourism destination in Malaysia. The report will present about the various tourism
and hotel issues related to the destination in Malaysia and at the same time, determine the
potential of tourism market in the concerned location along with the development of transport
related issues too (Tourism.gov.my 2019). The assignment will also present us an idea about
the development of accommodation facilities in the location and even deal with the risk and
crisis management for addressing the risks and issues considered by the destination managers
to make the location a great place for people to visit.
Not only all these aspects will be included, but also the impact of social media
platforms and how it has influenced the marketing approaches for the destination will be
illustrated here considering the fact that more tourists will be drawn towards the destination.
This will allow for improving the marketing approaches’ efficiency, furthermore ensure
attracting new tourists and even retain the existing tourists to make the place a popular tourist
destination for people to visit consistently (Tang, Cheam and Ong 2017). The potential of the
experiences of visitors will be assessed as well for ensuring that the destination is managed
properly and taken care of for making it a place that the tourists can experience peacefully
and this shall result in higher level of satisfaction among the tourists with ease and
effectiveness.
Body
Tourist market potential
The tourism market potential is positive and there are evidences of success within this
industry, in spite of the obstacles and challenges faced along the way. It has been found that
the tourism industry in Malaysia strives to accomplish the tourism goals and objectives by

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MARKETING
achieving target of more than 36 million tourists every year and even aiming to achieve the
profit of more than Rm168 billion in tourist receipts at the end of the year 2020
(Tourism.gov.my 2019). To improve the tourism potential, the promotional strategies and
campaigns have helped in accomplishing the business goals and at the same time, worked in
partnership with both the local and global partners along with the stakeholders for gaining
success all throughout, furthermore make the year 2020 as Visit Malaysia Year for the
purpose of promoting the tourism services offered. This would also help in boosting the
arrival of tourists and gain higher number of tourism receipts.
But, one of the major issues is the poor approach towards sustainability and not
keeping the environment safe and healthy, which can harm the ecological balance in nature as
well as reduce the number of visitors to the destination. This could also result in degrading
the natural resources and at the same time, create difficulty in managing the supply chains,
furthermore create complexities in the way the tourism destinations can be kept safe and
healthy for the tourists to visit (Ng et al. 2017). Considering the good potential of the tourism
market, one emerging tourist market segment could be the eco-tourism or green tourism that
should suit the appropriate market for the destination. The targeted market segment include
the trekkers, nature lovers, etc. who should be allowed to visit various eco-tourism
destinations, especially the jungle treks, spotting wildlife, enjoying the flora, fauna and
biodiversity on land and in sea as well. The eco-tourism has great potential within the
Malaysian tourism market and this could not only help in making people aware of the
biodiversity of the eco-tourism places, but should also preserve the natural resources and
ensure keeping the environment safe and healthy too at Malaysia (Bbc.com 2019).
Transport development
The development of transportation facilities plays a major role in managing
international trade activities in Malaysia and can also facilitate leveraging the accessibility