Tourism Service Design: Promoting Malaysia Cultural through National Brand in Kuala Lumpur International Airport (KLIA)

Abstract

Airport is a great place to exhibit local values and the spirits of a country. This research relates the international patron perception of Malaysia national brand provided in Kuala Lumpur International Airport (KLIA). The aim of the research is to explore how airport can becomes potentially an immersive space that evokes the local cultural to create a sense of place for travellers. Qualitative method is used for this research and a total of nine international participants responded to this study. Data collection methods included observation, workshop and interviews. The first phase consists of gaining customers' insight from various service design tools such as persona, user journey map and user experience prototype. Followed by second phase, semi-structured interviews with a brand expert. The data were analysed using a qualitative data analysis program, NVivo12, to developed 'coding' process. The findings of national brand elements exist in KLIA consists of Nation's Icon; Flora, Fauna and plants; Tourism and Topography; Food; Landmark; Costume and Handicraft. Results could be used as a starting point for introducing the Malaysian culture through adding of the video playing of Malaysia attractions; Games and Art; Malaysian music; providing a taste of Malaysian food; promoting on Malaysian Borneo cultural features; providing local culture ambience; digitalization; seasonal events; constructing identity through festivals and utilized various Malaysian musical instrument in the KLIA. This will help the airport to promote Malaysia within the context of airport service environment. KLIA will become another tourists' attraction in terms of customer experience.

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