CHAPTER 5

MARKETING IN DIFFERENT SECTORS OF THE LEISURE INDUSTRY

 LEISURE INDUSTRY IN MALAYSIA

Tourists Arts and

Accommodation
Destination Entertainment

Leisure Recreation and

Shopping Sport
 1. ACCOMODATION
• Many different types of accommodation which are usually
categorised based on whether they are:
• fully serviced,
• partly serviced or
• non serviced.
 TYPES OF ACCOMODATION

Hotel Motel Resort

 TYPES OF ACCOMODATION

Hostel/
Homestay Apartment
Dorm
 TYPES OF ACCOMODATION

Cruise
Campsite Caravan
Liner
TYPES OF ACCOMODATION

Site owned
historic hotel
MARKETING MIX OF ACCOMODATION
(LOCATION)

Location
Major
road
City and Suburbs of
Beaches Mountains junctions
town Villages towns and
and island and hills and
centers cities
roadside
sites
MARKETING MIX OF ACCOMODATION
(DISTRIBUTION CHANNEL)

Distribution Channel
Online travel
agency
(booking.com,
Social Media Home Website Travel Agent
agoda. Airbnb,
kayak,
tripadvisor)
MARKETING MIX OF ACCOMODATION
(PRICE)
• The pricing of accommodation is influenced by several factors including:
• location
• facilities in the unit and in the bedroom
• level of service offered
• time of the year and day of the week.
• For example, room price per night for Andaman from RM800 +++ because this resort is surrounded with
rainforest and private beach. It also provides luxury amenities, luxury spa.
• Discounting may be used to achieve many marketing objectives, with discounts being given for several
different reasons such as:
• to attract volume business such as conferences and coach groups
● to reward regular customers
● to encourage people to use the hotel at quieter times
MARKETING MIX OF ACCOMODATION
(PROMOTION)

• Spent on simple promotional:

• brochures
• loyalty program
• itenary package (family bundle package),
• unusual events (Create a whole day around the event with custom menus,
activities, decorations and costumes to encourage locals and guests to attend
such as celebrate the anniversary of Disney)
• their salespeople.
 2. TOURISTS DESTINATION
• Destinations exist at several different geographical levels which are
interrelated.
• For example, within Malaysian context, some tourists can see the whole
continent as a single destination, for example tourist tour Malaysia using
caravan that allows them to travel in most Malaysian states.
• States often function as destinations, such as Kuala Lumpur, Penang and
Melaka.
• Individual areas such as Cameron Highland, Genting Highland, Batu
Feringgi, Pulau Langkawi, Pulau Tioman, Pulau Pangkor, Bandar Hilir
Melaka, Georgetown, Kota Kinabalu, Pulau Perhentian, Semporna.
 COMPOSITION OF DESTINATIONS

transport man-made
theatres,
systems such as natural features attractions
accommodation cinemas,
restaurants taxis, LRT, MRT, like beaches including theme
establishments shopping malls
car rental and and islands parks and
and nightclubs
buses museums
 MARKETING MIX OF TOURISTS
DESTINATION (DISTRIBUTION
CHANNEL)
Distribution Channel
Blogs
Blog posts are an interesting
Website
way to promote multiple assets
• Every local and regional at once. They provide a Social Media
tourism office has a website. roundup of attractions with a
• Own organization website. common theme, and are usually
written more conversationally
than other marketing pieces.
 MARKETING MIX OF DESTINATION
PROMOTION
• In Malaysia for example, the government agency in charge of promoting tourism in Malaysia is
Tourism Malaysia or the Malaysia Tourism Promotion Board (MTPB).
• Large activations - Tourism offices can reach larger audiences with a presence at popular events
and exhibits for example Matta Fair.
• Guides - Most tourism offices still distribute thousands of printed brochures via welcome centers,
thruway stops and visitor requests.
• Tourists' information center
 MARKETING MIX OF DESTINATIONS
(PRICE)
• No direct price is charged for visiting the destination so that standard
marketing approaches to pricing are not really applicable.
• Consumers pay to use the individual components of the destination
product but not for the destination itself for example pay for the
accommodation, dining, entrance ticket to theme park).
 3. ARTS AND ENTERTAINMENT
• The arts are a very important subset of the leisure market and arts marketing has
developed dramatically across the world in recent years.
• The benefits sought by the users of arts products vary dramatically, and some of
these differences are related to the existence of different market segments.
• For example, the benefits sought by a young couple visiting a cinema to see a
film might be one of the following:
• The cinema represents a place where they can enjoy a romantic experience in the dark
• Escapism from the dullness of everyday life,
• The pleasure of enjoying the snacks and drinks on sale at the cinema.
• Taking advantage of a special discount offer, perhaps with a fast-food
3. ARTS AND
ENTERTAINMENT
More example on arts and entertainment
SCOPE AND THE NATURE OF THE ARTS
 3. ARTS AND ENTERTAINMENT
(PRODUCT)

Dance studio or Concert, a

recording studio Art gallery, or craft
centre for example theatre
for example Batik Painting performance,
Dancers Studio
Malaysia
Museum Penang Club, association or or an arts
society, membership
for example The Els festival for
Club Desaru Coast example
Musical
Festival in
Istana Budaya.
3. ARTS AND ENTERTAINMENT (PRICE)
• Pricing is a complex issue in the arts, and it can also be controversial,
particularly due to the role of public-sector subsidies.
• These subsidies can mean that some arts facilities and activities of
high quality may be offered at no charge for example National Art
Gallery is free entrance.
• Discounts are offered to students, kids and elderly.
3. ARTS AND
ENTERTAINMENT (PRICE)
3. ARTS AND
ENTERTAINM
ENT (PRICE)
 3. ARTS AND ENTERTAINMENT (DISTRIBUTION
CHANNEL)

Artist's • Example Muid Latif (Malaysian-based web designer,

graphic designer and digital artist)
website • http://www.muidlatif.com/

• Example Istana Budaya

Business email • info@istanabudaya.gov.my

• Facebook
Social Media • Instagram
3. ARTS AND ENTERTAINMENT
(PROMOTION)
•

Leaflets Advertising Sales

on promotion
billboard
3. ARTS AND ENTERTAINMENT
(PROMOTION)
•

Leaflets Advertising Sales Sponsorship

on billboard promotion of arts
organisation
 4. LEISURE SHOPPING
• While most shopping is utilitarian in nature, undertaken to
purchase the goods which are the prerequisites for everyday life
such as food and household goods
• There has always been an element of pleasure shopping for
nonessentials.
• Example Sunway Pyramid Shopping Mall, 101 City Mall, Genting
Highlands Premium Outlet, Setia City Mall, Kota Kinabalu City
Waterfront, AEON Shah Alam, Mitsui Outlet Park KLIA
 Leisure Shopping Facilities

1. Major leisure- 2. Leisure- 3. Industrial 4. Craft centres 5. Leisure-oriented

shopping which sell craft outlets which are
complexes, where shopping areas leisure-oriented
goods and may part of visitor
all or most of the which are found shops in existing even provide attractions
retail units sell within retail areas of
products which opportunities for significant element
are not essential established towns and cities visitors to watch of their income is
to everyday life, tourist which are not the product being obtained from the
just for pleasure. destinations for major tourist made for example sale of
Example KLCC, example attractions for Noor Arfa Craft merchandise for
Genting Premium Complex. example Legoland
Outlet, Penang Dataran example Beryl’s
Malaysia..
Village Pahlawan Chocolate in
Melaka Mega Seri
mall. Kembangan.
 4. LEISURE SHOPPING (PRODUCT)
Leisure shopping products include:
• design, aesthetic appearance, features, reputation and exclusivity value;
• the industrial retail outlet itself including the location, décor and reputation
• the service element, and the attitudes and product knowledge of the staff
• the methods of payment which are acceptable
• the outlet’s opening times
• environment, fashionability,
• accessibility, car parking facilities, ambience, and the proximity of other
services such as catering
4. LEISURE SHOPPING
(PRICE)
• The customer pays no price,
usually, for entering a leisure-
shopping complex or an individual
leisure-retailing outlet.
 4. LEISURE SHOPPING (DISTRIBUTION
CHANNEL)
• Place or destination is relatively simple in the leisure-shopping sector,
in general.
• For example:
• Genting Premium Outlet in Genting Highland
• Norarfa Batik in Kuala Terengganu
• Penang Village in Penang Island
• AEON Shah Alam in Shah Alam, Selangor
• Kuala Lumpur Craft Complex in Kuala Lumpur
• Malacca Craft Center – Ayer Keroh, Melaka
4. LEISURE SHOPPING
(PROMOTION)

• Promotional techniques used tends to

depend, as usual, on the size and budget of
the organisation
• A small rural craft centre may rely on
simple leaflets and word-of-mouth
recommendations
• A major leisure-shopping complex may
spend heavily on television and printed-
media advertising campaigns
 5. RECREATION AND SPORT
• Recreation is defined by Torkildsen (1999) as ‘activities and
experiences usually carried on within leisure and usually chosen
voluntarily for satisfaction, pleasure, or creative enrichment’.
• Physical recreation is closely allied to sport.
• Because of the diversity of the recreation sector, we will focus on just
countryside recreation in a national park and a golf course.
DIFFERENT FORMS OF RECREATION ACTIVITIES
COUNTRYSIDE
RECREATION
• The countryside recreation product can be both
‘natural’ and artificially created.
• Whilst much of the landscape will usually be
natural, its attractions may have been enhanced
by the development of picnic sites and new
footpaths.
• For example:
• Taman rekreasi Gua Kelam, Perlis,
• Taman Hutan Komanwel Selangor
• Taman rekreasi Sungai Congkak
• Taman Tasik Titiwangsa.
• Gunung Kinabalu and Gunung Ledang
COUNTRYSIDE
RECREATION (PRODUCT)
• Quiet picnic near their car or a long
strenuous walk.
• Accessibility from where people live, by
private car or public transport
 COUNTRYSIDE RECREATION (PRICE)
• Users are rarely asked to pay a direct charge for the use of the
countryside for recreation purposes.
• Some places charge the users for example Nahara Resort Kalumpang:
• Adult – RM8
• Children – RM5
COUNTRYSIDE • Place plays little real role in most countryside recreation.
• For example, Taman Hutan Komanwel is manage by the
RECREATION state government.
(PLACE) • Taman Gunung Kinabalu – state government
COUNTRYSIDE
RECREATION (PROMOTION)
• Brochures
• Press release
• Public relations
• Social Media
 • A golf course is the grounds where the game of golf is
played.
GOLF COURSE • It comprises a series of holes, each consisting of a teeing
ground, a fairway, the rough and other hazards, and a green
with a flagstick.
 GOLF COURSE (PRODUCT)
• the days and times on which the course is available;
• the facilities available in the club-house such as bars and restaurants;
• the availability of advice and coaching from a resident golf
professional;
• the image and reputation of the course locally, regionally, nationally
and internationally;
• the social life involved in playing the course and/or belonging to the
club.
GOLF
COURSE
(PRICE)

• The pricing structure

tends to vary between the
situation where members
pay to belong to the club
and then pay a modest
sum for each round of golf
they play
• For example, below is the
price rate for golf course at
Resort World Awana . Hotel Guest
9 Holes RM130
18 Holes RM170
GOLF COURSE (PLACE)
• In terms of place and distribution,
membership of the club is the way of
gaining regular rights of access to the
course
• Often people must be invited to join,
rather than simply apply
• For example, membership of Awana
Genting Highlands Country Club
 GOLF COURSE (PROMOTION)
• The golf course itself
• Tour operator which is selling golf packages based on the course