KAJIAN PENAWARAN PRODUK BAHARU DESTINASI PELANCONGAN DI PULAU BESAR, MELAKA
A Study on the Supply of a New Tourism Destination Product at Pulau Besar, Melaka
DOI:
https://doi.org/10.37231/apj.2025.8.1.689Abstract
Abstract: The supply of new products has become a crucial approach to attract tourists to tourism destinations. Recognizing the importance of new destination product supply in the current era, this topic is increasingly discussed and developed among researchers and stakeholders to maintain competitiveness. In line with these developments, the objective of this research paper is to adopt a Framework for New Tourism Destination Products, as outlined in the article 'Innovative and Competitive: A Systematic Literature Review on New Tourism Destinations and Products for Tourism Supply'. The framework discussed previously was analyzed in a systematic literature review, primarily from secondary sources, and has not yet been empirically tested. Therefore, this paper aims to develop and extend research by empirically testing it on Pulau Besar. The method used is qualitative, employing an interview approach involving a total of 17 individuals from the supply perspective, including government agencies, entrepreneurs, asset owners and tenants. Subsequently, the data of the study were analyzed thematically. Findings indicate that all components of the framework for new destination product supply such as1) Responsibility and involvement, 2) Geography and resources, 3) Innovation, 4) Diversity, 5) Trends and travel patterns, 6) Sustainability and 7) Marketing, are key components in the development of a tourism destination. The implications of this study not only contribute to scientific research but also provide references for policymakers and researchers in destination development.
Keywords: Destination; New Product Supply; New Tourism Destination; Redevelopment of Destination; Tourism Framework
Abstrak: Penawaran produk baharu telah menjadi satu pendekatan penting sebagai daya tarik para pelancong untuk ke destinasi pelancongan. Menyedari akan kepentingan penawaran produk baharu destinasi pada masa kini, topik ini semakin rancak dibincangkan serta dibangunkan dalam kalangan para penyelidik dan pihak berkepentingan untuk kekal berdaya saing. Sehubungan dengan perkembangan itu maka, objektif kertas kajian ini berhasrat untuk mengadopsi sebuah Kerangka Penawaran Produk Baharu Destinasi Pelancongan yang telah dikupas dalam artikel ‘Innovative and Competitive : A Systematic Literature Review on New Tourism Destinations and Products for Tourism Supply’. Kerangka yang dibincangkan sebelum ini merupakan analisis dalam tinjauan sistematik literatur, secara sumber sekunder yang mana ianya tidak pernah lagi dibuktikan dalam kajian empirikal. Oleh itu, kertas kajian ini bertujuan untuk mengembangkan dan melanjutkan penyelidikan dengan pembuktian dalam kajian empirikal di Pulau Besar. Kaedah yang digunakan adalah secara kualitatif dengan pendekatan temubual dengan penglibatan sebanyak tujuh belas orang dari perspektif penawaran daripada agensi kerajaan, para pengusaha, pemilik aset dan penyewa. Seterusnya, hasil kajian dianalisa secara tematik. Penemuan menunjukkan bahawa kesemua komponen dalam kerangka penawaran produk baharu destinasi iaitu 1) Tanggungjawab dan penglibatan, 2) Geografi dan sumber, 3) Inovasi, 4) Kepelbagaian, 5) Trend dan corak perjalanan, 6) Kelestarian dan 7) Pemasaran merupakan komponen utama dalam pembangunan sebuah destinasi pelancongan. Implikasi terhadap kajian ini bukan sahaja dapat mengembangkan kajian saintifik tetapi juga menyumbang kepada rujukan para pelaksana dasar dan para penyelidik untuk pembangunan destinasi.
Kata kunci: Destinasi; Destinasi Pelancongan Baharu; Kerangka Pelancongan; Pembangunan Semula Destinasi; Penawaran Produk Baharu
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