Contemporary Issue of Destination Marketing: The Impact of Flood and Drought Towards Water Supply in Kuala Lumpur

Abstract

As a result of globalisation, destination marketing has become essential as cities, states, regions and countries compete with one another to attract huge investment and tourists (Baker & Cameron, 2008). In order for these destinations to compete effectively, it is essential to explore how natural disasters may have impacted the destination. Basic utilities such as water resources could have been impacted by natural disasters. To date, little is known on the impact of natural disasters on the water supply which may directly and indirectly affect the image of a destination. Information on the characteristics of natural disasters, namely floods and drought, (i.e., the time duration, location and the severity) based on the individual destination are also not known. Hence, the main objective of this study is to understand the economic and socio-economic aspects of natural disasters on water supply. To fulfill the research gap, a qualitative study was performed. Specifically, two focus group discussions were executed on household representatives of the Federal Territory of Kuala Lumpur in regard to natural disasters like floods and droughts. Based on the research findings, there is no issue of water supply associated with the flood crisis. However, there are mix opinions on the correlation of droughts and the water supply, with majority believing that there is no correlation between droughts and water supply in the Federal Territory of Kuala Lumpur. The findings of this qualitative study may serve as the foundation for a quantitative study (i.e., developing sets of questionnaires), and may contribute for policymakers and water utility providers in comprehending the issues and taking precautions prior to the occurrence of natural disasters.