Marketing mix of ecotourism product in Kuching, Sarawak, Malaysia

Abstract

Entrepreneurship and formation of new businesses are important in creating and maintaining a competitive economy. The main purpose of this research is to examine the demographic and business profile of the ecotourism operators and identify the relationship that takes place between the 4P marketing strategy (product, prices, promotion and places) with market competitiveness in terms of cost control, competitive challenges, quality of service, tourist arrival statistics and agency's role. This research will identify the aspects in the 4P marketing strategy that will have impact on the competitiveness of the market. This study was carried out in Kuching, Sarawak; however, only 4 areas of ecotourism around Kuching were selected which are Waterfront Kuching, Sarawak Cultural Village, Bukit Santubong, and Damai Beach Resort. The respondents for this study were ecotourism operators, and a total of 86 operators were involved in this research. The processed data were analysed using Spearman correlation analysis and cross tab. Results of the study showed that the majority of the ecotourism operators are women and the type of business conducted is service oriented. The aspects of promotion, product, price and place marketing have influenced the competitiveness of the ecotourism market in Kuching, Sarawak.