Strategi penjenamaan semula Lata Tembakah sebagai destinasi pelancongan

Abstract

Malaysia's recreational forest plays an important role in attracting visitors. The biodiversity of flora and fauna is the main key to attract the visitors. It can provide satisfaction to visitors. However, the destination must have good and satisfactory facilities. Good management can ensure the constant arrival of visitors. All damage to public facilities such as signage facilities, public toilets, and locker rooms is key to second and subsequent visits. This study is a quantitative study with a questionnaire instrument from 130 visitors who have come to Lata Tembakah. The focus of the study is on the uniqueness factor, studying the decline in the number of visitors and proposing strategic management measures for the recovery of visitors to Lata Tembakah recreational forest. The importance of a multidisciplinary study covers various parties whether stakeholders, visitors and locals living nearby. This study successfully explains the various strategic management actions that are expected to be able to revive the tourism economy at future study destinations.