Branding Langkawi Island as a Geopark Destination

Abstract

The objective of this study is to examine the issues and challenges of making a geopark status as a destination brand to promote sustainable tourism. It briefly describes the process of obtaining geopark status based on the experience with Langkawi Island, Malaysia which was designated in 2007. 35 individuals were interviewed representing various important stakeholders such as different level of managers of a development authority, National Tourism Organization, tourism operators and local community concerning their expectations, government initiatives, and acceptance towards promoting Langkawi Geopark as a brand. The findings indicate that most of the stakeholders support and accept the Langkawi Geopark as a global brand that recognised by UNESCO. However, most of them are still confused about the Geopark concept in terms of its implementations and the actions needed to protect the brand. More concerted efforts are needed to create the Geopark brand awareness especially among local community and business operators. It is necessary to educate these stakeholders about the benefits of having the geopark status in order to use the brand to promote sustainable tourism development on the island.

Branding Activities for Raja Ampat Geopark Development in the Pentahelix Model Perspective

“…The constructivism paradigm is adopted to provide a foundational understanding of how involved parties create beliefs and meanings that shape reality in the context of branding activities (Kriyantono, 2020;Moleong, 2018). Through a descriptive qualitative approach with a descriptive case study research design, this study opens space to provide a comprehensive overview of branding strategies, promotional activities, and the crucial roles played by the government, tourism industry, local community, academia, and media (Mohd Yusof et al, 2019). The focus of this research is not only limited to the activities themselves but also considers how interactions and dynamics occur among the five components of the Pentahelix Model.…”

“…This destination amazes visitors with its natural beauty, including views of corals, beautiful islands, and clear seawater. Its marine biodiversity is characteristic, offering exclusive experiences with diverse marine species, such as colorful fish and stunning coral reefs (Mohd Yusof et al, 2019). In addition, Raja Ampat Geopark has a wealth of local culture that is its own attraction for tourists who want to feel the life and traditions of the Papuan people.…”

“…Although the Sustainable Tourism Destination Guidelines have been updated to create tourism activities that provide benefits to society and the environment (Mohd Yusof et al, 2019;Sugandini et al, 2018), there are still gaps in the understanding and implementation of this concept in the context of Raja Ampat Geopark.…”

Potential and Challenges: Tourism Stakeholders’ Perceptions Towards Muslim Friendly Geotourism in Langkawi Uggp

“…However, the finding by Mohd Yusof et al ( 2019) shows the conflicts of information among the tourist guide in Langkawi, such as the knowledge about the geopark branding itself. People do not care about the geopark's objectives as long as they can get jobs and profit from tourism (Ah et al, 2018;Mohd Yusof et al, 2019). As a consequence, a fundamental approach to knowledge is desired.…”