PANDANGAN MASYARAKAT TERHADAP IMEJ DESTINASI YANG MELAMBANGKAN SIBU
Community Views on Image Destination that Symbolizes Sibu
DOI:
https://doi.org/10.37231/apj.2022.5.1.289Abstract
Abstract: Studies on destination image have often been a focus in the field of tourism research in recent years. This is because destination image plays an important role in marketing a destination and shows the uniqueness of a destination. This study will explain in more detail with respect to the Sibu community views on destination image that Sibu symbolizes. The aims of this study are to identify destination image of Sibu and to analyze factors influencing the formation of destination image of Sibu. The researcher used the quantitative method by distributing 384 questionnaires to the respondents. Through this study, the researcher found that the image of food is the choice of the majority of the Sibu community with respect to the destination image that symbolizes Sibu. This study will contribute to the practical importance that needs to be done by the management.
Keywords: Destination Image; Sibu; Symbol; Tourism; View
Abstrak: Kajian tentang imej destinasi sering menjadi fokus dalam bidang penulisan pelancongan sejak beberapa tahun kebelakangan ini. Ini kerana imej destinasi memainkan peranan penting dalam memasarkan sesebuah destinasi dan menunjukkan keunikan sesebuah destinasi. Kajian ini akan menjelaskan dengan lebih terperinci berkenaan dengan imej destinasi pada masyarakat penduduk di Sibu. Kajian ini bertujuan untuk mengenal pasti imej destinasi Sibu dan menganalisis faktor yang mempengaruhi gambaran imej destinasi Sibu dalam kalangan masyarakat di Sibu. Pengkaji menggunakan kaedah kuantitatif dengan mengedarkan 384 borang soal selidik kepada responden. Melalui kajian ini, pengkaji mendapati bahawa imej makanan merupakan pilihan majoriti masyarakat Sibu berkenaan dengan imej destinasi yang melambangkan Sibu. Kajian ini akan menyumbang kepada kepentingan praktikal yang perlu dilakukan oleh pihak pengurusan.
Kata kunci: Imej Destinasi; Lambang; Pandangan; Pelancongan; Sibu
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