Konsep Pemasaran Tempat danKepentingannya dalam Sektor Pelancongan: KajianKes di Bandar Diraja Kuala Kangsar, Perak

Place Marketing Concept and it’s Significance in the TourismSector: A Case Study in Royal City of Kuala Kangsar, Perak

Abstract

This article aims to explore the benefit of place marketing as a strategy to increase competition in the tourism sectors and the concept based on heritage and royal tourism concept in Kuala Kangsar, Perak. Place marketing strategy and the role of consumers should be integrated in the development of tourism sector to attract tourist to visit and revisit the tourism sites. The integration of the roles of place marketing and place consumerism can stimulate development of tourism sector efficiently and effectively. To get a competitive edge and stimulate growth in the tourism sector, a benchmark to the changes in trends and preferences of the consumers and the application entrepreneurship elements corresponding to the situation of the place is the most important consideration that needs to be implemented. The concept of entrepreneurship should be emphasised during development of tourism plan and should be geared towards competitive features, innovative and risky which is the essence of marketing strategies.