MALAYSIAN

EXPERIENTIAL
TOURISM
MPU 3312
RIZA MUNIRA SHAMSUDIN
 What is
Tourism?
 Definition of Tourism

Tourism may be defined as the movement of the people from their normal
place of residence to another place ( with the intention to return) for a
minimum period of twenty-four hours to a maximum of six months for the sole
purpose of leisure and pleasure

Definition by UNWTO: Tourism defined as “ the activities of persons traveling to

and staying in place outside their usual environment for not more than one
consecutive year for leisure, business and other purpose”
 ◦ Pre-industrial revolution (prior to 1840)
◦ The railway age
History
◦ The automobile age
5 Epoch of
◦ The jet aircraft age
Tourism
◦ The cruise ship age
 ◦ As early as 5000 years ago, some
ancient Egyptians sailed up and down
the Nile river to visit and construct
the pyramids
THE PRE-INDUSTRIAL ◦ The first journey ever made was by
REVOLUTION Queen Hastshepsut to Land of Punt
(east coast of Africa) in 1480 B.C. for
the purpose of peace and tourism
◦ The Phoenicians were among the first
real travellers in any modern
 ◦ In both the Mediterranean and the
Orient (Southeast Asia), travel for trade
purposes
◦ The first Olympic games for which we
THE PRE- still have written records were held in
INDUSTRIAL 776 B.C. Sports has been a motivation
for tourism for a long time
REVOLUTION
◦ Medieval travel was mostly for religious
or trade reasons i.e. Muslims to Mecca
and Christians to Jerusalem and Rome
 ◦ One of the main factors that led to railroads
in the U.S. was the need to move goods
and people from one region of the country
to another
◦ Cars and buses caused a decline in rail
The Railway Age travel and further decline due to airplanes
◦ Facing a possible collapse of passenger rail
services, Congress passed the Rail
Passenger Service Act in 1970 (amended in
2001)
 ◦ Began in 1895 in Germany, known as
“horseless carriages”
◦ Today, it is the American way of life
◦ Largest segment of ground transportation
THE AUTOMOBILE
◦ Create accessibility to remote locations
AGE - CAR
◦ 5000 rental companies in the U.S:
◦ 75% of car rentals take place at airports
◦ The top four rental car company agencies in
the U.S. are Hertz, Avis, National and Budget
THE AUTOMOBILE AGE
– BUS
◦ Convenient and economic
mode of travel
◦ Allow travellers to relax and
enjoy the rode
◦ Types of bus services:
◦ Local, charter, tour, commuter,
airport, urban and rapid transit
◦ The largest and most
recognized is the Grey Line
 ◦ Airplane makes travel easier and more convenient
– could travel to remote location in just a few
hours and reasonable airfares make it possible for
people to travel
◦ An integral factor in the travel and tourism
industry
◦ In U.S., there are about 4500 airplanes in the skies
THE JET at any one time
AIRCRAFT AGE ◦ Competition between airlines to provide lower
fares has had a significant impact on the
increased air travel
◦ Travelers are paying less, but carriers are
spending more on fuel and other costs
➔cutbacks and layoffs
 ◦ Being on a cruise ship is like being
on a floating resort
◦ The cruise market has increase
dramatically in the recent years
◦ About 9 million Americans went on
cruise each year
THE CRUISE SHIP
◦ Rates vary from about USD$95 –
AGE USD$850 per person per day
◦ The Cruise Market – Mass Market,
Middle Market and Luxury Market
◦ Carnival Cruise Lines is the most
financially successful – netting
about 20% of sales
Types of
Tourism
 ◦ Domestic Tourism – Taking Holidays and Trips in own
country. An example of domestic tourism for UK residents
would be, a family from Birmingham in the Midlands
taking a short break to the seaside resort of Blackpool.
◦ Inbound Tourism – Visitors from overseas coming into the
Different country. Generally, when we use the term inbound
tourism in the UK we are referring to the people from
types of different countries travelling to UK. E.g. a tourist coming
from the USA to the UK
Tourism ◦ Outbound Tourism –Travelling to a different country for a
visit or a holiday. Generally, when we use the term
outbound tourism in the UK we are referring to the UK
residents travelling out of the UK. For example, you are an
outbound tourist from the UK if you go to Spain on
holiday
5 A's of
Tourism
Accessibility
•Flights
•Ships
•Ferries
•Trains
•Cabs
•Personal
Vehicles
Accommodation
Amenities
ATTRACTIONS
Forms of
Tourism
◦ Incentive : reward to
recognition program or a
loyalty program, its kind
of business tool to
change consumer
behavior to improve
profit or enhancing
company productivity .
◦ Note: Business Tourist:
MICE Tourists: Meetings,
incentives, conferences
and exhibitions) is a type
of tourism in which large
groups, usually planned
well in advance, are
brought together.
Umbrella of Tourism Goods and Services
 Needs of Tourists

TRANSPORT FOOD AND DRINK THINGS TO SEE AND ACCESS TO COMMUNICATION: SAFETY AND
DO FACILITIES SECURITY

ACCOMMODATION
Categories of Tourism
Mass
Tourism
ALTERNATIVE
TOURISM
 TYPES OF
TOURISM
ATTRACTIONS
Tangible Cultural Intangible Cultural and
Attractions Historical Attractions

◦Historical buildings ◦Ethnicity

◦Monuments ◦Religions
◦Churches ◦Customs & traditions
◦Architectural ◦Arts (Music, songs &
dances)
Natural Attractions Ecosystems &
Biodiversity attractions
◦Rice Terraces ◦Mangrove forest
◦Mountains ◦Langur
◦Forest ◦A thousand-year tree
◦Landscapes ◦Sea turtle
 TOURISM
PRODUCTS
TOURISM
PRODUCTS