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Study on the Auditing and Improvement of Tourism Products and Package Tours in SabahExecutive Summary

MINISTRY OF TOURISM MALAYSIA Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah1TOURISM PLANNING RESEARCH GROUPFaculty of Built EnvironmentUniversiti Teknologi Malaysia 81310 UTM SkudaiJohor Darul Tazim

TPRG

MINISTRY OF TOURISM MALAYSIA Level 6, 21, 32-36, Menara Dato Onn,Pusat Dagangan Dunia Putra,45, Jalan Tun Ismail,50694 Kuala LumpurPrepared For: In Collaboration With: UNIVERSITI MALAYSIA SABAHPrepared By: OCTOBER 2009STUDY ON THE AUDITING AND IMPROVEMENT OF TOURISM PRODUCTS AND PACKAGE TOURSIN SABAH

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School of Business and Economy,Locked Bag No. 2073, 88999, Kota Kinabalu, Sabah, Malaysia2

CONTENTS1.0 Introduction12.0 Goal 23.0 Objectives24.0 Scope35.0 Methodology46.0 Audit Components67.0 Audit And Ranking78.0 Method of Assessment 89.0 Main Findings810.0 Study Findings 910.1 Ranking of The Attractions1910.2 Analysis of Package Tours 2011.0 Proposed Interactive Attractions2112.0 Conclusion32Sabah State MuseumStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah3

Fig.1: Map of Sabah (Study Area)1.0 INTRODUCTIONThe main content of this report is a summary of the result of the audit of tourism attractions in 5 divisions and 21 districts namely West Coast Division, Interior Division, Kudat Division, Sandakan Division and Tawau Division.

This report, firstly, presents the goal, objectives, scope of study and research method adopted. Subsequently, it will summarise the main findings of the study i.e. the audit rating for each product based on a comprehensive inventory and feedback from tourists. Finally, it will categorise the existing products into a hierarchy, according to their appropriateness for the domestic market, regional market and international market.

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Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah4To Improve the Way Tourism Attractions and Activities in Sabah are Developed and Promoted so as to Provide a Distinct Tourist Experience for Tourists to Discover and Enjoy.To carry out a rapid assessment of the quality of the tourism attractions, activities and tour packages in Sabah.

To evaluate the satisfaction of tourists in relation to their tourist experience expressed through the printed media and internet based communication channels.

To rationalise the tourism attractions in appropriateness for the domestic market, regional market and international market.

To translate the findings of the study into a prototype guidebook for tourists to plan their trip itinerary.2.0 GOAL3.0 OBJECTIVESKota Johor Lama, Kota TinggiPage 2

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah5

4.0 SCOPEInventory of the quality of tourism attractions in Sabah.

Identification of distinct features that could be transformed into Unique Selling Propositions (USPs).

Analysis of the rating and feedback on the tourism attractions in Malaysia as published / posted in guidebooks and internet based communication channels.

Assessment of tourist satisfaction in relation to the quality of package tours.

Evaluation of connectivity and accessibility to tourism attractions.

Rating and categorisation of each attraction into a hierarchy based on the corresponding target markets.

Creation of prototype travel guidebook for Sabah.

Page 3Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah6

5.0 METHODOLOGYTable 5.1: Product Group by Tourism SectorSectorSub SectorHeritage & CulturalMuseum & GalleryMausoleum & GraveyardPlace of WorshipsHeritage BuildingHistorical SiteLocal Culture & ArtsLocal FoodNature & AdventureRecreational ForestHot SpringsSanctuaryHomestayHomestayAgritourismFarms/ Orchard/ AgriparkParks & RecreationalPublic ParksTheme ParksZoo / Animal ParksBeaches & IslandBeachesIslandsShopping ConferencesThe First Stage (Phase 1) of the study is the Preliminary Stage which comprises the formulation of goal and objective, scoping, designing the product inventory matrices and product grouping. (Table 5.1)

The Second Stage (Phase II) is the Inventory and Assessment Stage involving the auditing of the existing attractions (selected tourism product) based on brochures/pamphlets published by Tourism Malaysia. This stage will also involve content analysis of websites, travel blogs and other publications.

The Third Stage (Phase III) is the Analysis and Synthesis. An evaluation matrix is used to assess the performance of the attractions based on a scale of 1 to 5 This is then verified by comments and feedback from tourists.

Finally, the Recommendation Stage (Phase IV) will involve the development of practical recommendations that include the following aspects; tourism corridor, visitor trails and prototype guidebookMabul IslandKota Johor Lama, Kota TinggiPage 4Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah7Stage 1 : Preliminary Goal & ObjectivesScopeAssessment of tourist experience & satisfactionInventory of AttractionsNew ProductTourist perceptionEvaluation MatrixAnalysisSynthesisRecommendationsBlogGuide BookWebsiteTouristFacilitiesTouristActivitiesConnectivity & AccessibilityServiceQualityTouristInfrastructurePrototype GuidebookPropose trails by theme(Heritage/Eco/Culinary Trail etc)Stage 2 : Inventory & Assessment Stage 3 : Analysis & Synthesis Stage 4 : Recommendation Instrument Design & TestingFig. 2: Study Approach Flow ChartPage 5Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah8

6.0 AUDIT COMPONENTSTable 6.1 : Audit ComponentComponentSub ComponentProduct UniquenessIconicPopularityActivitiesVarietyQuality Accessibility & ConnectivityRoad accessPublic transportSignboardBasic FacilitiesParkingVisitor Information CentreToiletFood outletSouvenir outletInternal signageInterpretation facilitiesInterpretation centreExhibition materialsSpecific site brochureAccommodation facilitiesChaletCamping SiteMaintenancePhysical structureCleanlinessService qualityFront deskGuidingSecurityMarketing & PromotionBrochureGuide bookWebsiteThe auditing was carried out using 9 (nine) audit components to rank the quality of each product. (Table 6.1)

Product uniquenessActivitiesAccessibility & ConnectivityBasic FacilitiesMaintenanceMarketing & PromotionInterpretation FacilitiesAccommodation Facilities

Service qualityMonsopiad VillagePage 6Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah97.0 AUDIT AND RANKINGThe audits main output is the categorisation of each product according to the appropriate hierarchy (Table 7.1).

A score of more than 80% qualifies a product as an international attraction while a score of between 61-80% denotes that the product is of regional standard. Regional is in turn defined as being able to offer a tourist experience suited to the ASEAN market.

The products iconic value is the most important criterion in deciding its hierarchy, followed by tourist activities. Both aspects are central to the tourist experience.

A score of between 41-60% ranks a product as a national attraction and a score of between 21-40% suggests that the product is only appropriate for the local/recreational market.Table 7.1 : Justification of RankingTOTAL PERCENTAGERANKDESCRIPTION81 100% International Iconic attraction; international visitors; more than I day stay; excellent accessibility, connectivity, infrastructure, facilities and service quality61 80% RegionalUnique attraction; domestic visitors; more than 1 day stay, very good accessibility, connectivity, infrastructure, facilities, activities, maintenance and service quality.41 60% NationalPopular attraction; domestic visitors; more than 1 day stay or day trip, good accessibility, connectivity, infrastructure, facilities, activities, maintenance and service quality21 40%LocalRecreational attraction; local visitors, day trip ; moderate accessibility, connectivity, infrastructure, facilities, activities, maintenance and service quality0 20%Very low level/ To be omittedHighly promoted but poor product quality; limited activities; small visitor numbers; tourism infrastructure and facilities need major improvement.Page 7

Waterfall, Maliau Basin

Tun Mustapha BuildingStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah108.0 MAIN FINDING A total of 131 products were audited in 21 districts. Kota Kinabalu district has the most number of products i.e.37 products (28%), followed by Sandakan (12%) and Kudat (9%). Cultural & Heritage have the most number with 45 products (33 %). This is followed by nature & adventure products with 18 %, Park & Recreational with 16%. The rest i.e agritourism, coastal & island, shopping and homestay are below than 12% (Table 8.1). Page 8Table 8.1: Tourism Products in Sabah by Divisions and DistrictsDIVISIONDISTRICT THEMESCULTURE & HERITAGEPARK & RECREATIONALAGROTOURISMNATURE AND ADVENTURECOASTAL & ISLANDHOMESTAYSHOPPINGTotal%WEST COASTKota Belud----12143%Kota Kinabalu1911--4-33728%Tuaran41-1---65%Ranau-12----32%Kundasang1--3-1-54%Papar1--211165%INTERIORBeaufort12-3---65%Nabawan-1-----11%Keningau---1-1132%Kuala Penyu----1--11%Sipitang-1---1-22%Tambunan-2-11--43%Tenom1-1----22%KUDATKudat211161-129%Kota Marudu-1----122%SANDAKANSandakan8-323--1612%Kinabatangan---3-4-75%TAWAUTawau2--4---65%Semporna---13--43%Kunak1------11%Lahad datu---21--32%SABAH45(33%)21(16%)7(5%)24(18%)18(12%)11(8%)7(5%)131100%Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah11Step 1 : To Identify a tentative list of tourism products in JohorIdentify and screen the tourism products based on tourism brochures published by Tourism Malaysia & Ministry of TourismStep 2 : To make an assessment of the products that are selectedAssessment is based on 9 vital components and 26 sub components (Table 6.1). In which a scoring system of 1-5 based is used. Irrelevant aspects are presented as N/R while NIL represents sub-components that are missing or not provided by the attraction.9.0 METHOD OF ASSESSMENTPage 9FormulaTotal Score for Product ATotal of Overall Componentsx 100 = X %x 5 EXAMPLE OF CALCULATION56

25 X 5x100 = 45 %PRODUCT APRODUCT B 50

25 X 5x100 = 40 %Note: n/r scores are NOT INCLUDED in the OVERALL AVERAGEStep 4 : Identification of rankingRESULT : Product A = 40 % (National Attraction) : Product B = 75 % (Regional Attraction)The result of the ranking is presented in Table 7.1 to illustrate the product hierarchyStep 3 : Calculation of Score10.0 STUDY FINDINGSThis section summarises two main components of the findings, i.e. the proposed hierarchy of the tourism products and the limiting factors that need to be addressed. It should be stressed, however, that the assigned hierarchy of each tourism product is not static. The main component that determines whether a particular product is fit for an international or domestic market is its uniqueness of iconic level. Hence an international icon such as (rated national) can easily move up the hierarchy (to international) by overcoming the limiting factors that are negating the tourist experience such as activities, service quality and marketing & promotion.Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah12Conversely an ordinary beaches that is only popular with recreationists (low in iconic value and rated local) will not be able to become an international attraction despite improving its facilities and promotion. Another purpose of the auditing is to single out limiting factors or weaknesses to be brought to the attention of the responsible agencies. Subsequently these agencies can then take steps and actions to overcome the weaknesses. The hierarchy of each product and these limiting factors are presented in tables 10.2- 10.9. The findings (131 products) show that 12 products attained international standard. Meanwhile 21 products achieved regional standard. This is followed by 70 products of national standard while the rest (25 products) are appropriate for locals. Finally 3 products should be omitted from the promotion material.

Page 10Table 10.1: Categorisation of the Existing Tourism Attractions in SabahDIVISIONDISTRICT HIERARCHYINTERNATIONALREGIONALNATIONALLOCALTO BE OMMITEDTotalWEST COASTKota Belud--1214Kota Kinabalu19252-37Tuaran--24-6Ranau-12--3Kundasang122--5Papar--42-6INTERIORBeaufort-132-6Nabawan---1-1Keningau--21-3Kuala Penyu--1--1Sipitang--2--2Tambunan--31-4Tenom-11--2KUDATKudat-145212Kota Marudu---2-2SANDAKANSandakan439--16Kinabatangan115--7TAWAUTawau1122-6Semporna3--1-4Kunak--1--1Lahad datu111--3SABAH12(9%)2 1(16%)70(54%)25(19%)3(2%)131(100%)Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah13Page 11Table 10.2: Hierarchy of Products Audit In West Coast Division-Kota Belud & Kota Kinabalu DistrictATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionKOTA BELUD DISTRICT 1. Tamu Kota BeludNationalXX2. Pantai EmasTo Be OmittedXXXXXXXXX3. Malangkap HomestayLocalXXX4. Taginambur HomestayLocalXXXKOTA KINABALU DISTRICT 1. 1 Borneo Rainforest ComplexRegionalXX2. Aquarium & Marine MuseumNationalXXX3. Atkinson Clock TowerLocalXXX4. Borneo Art GalleryNationalXX5. City MosqueNationalXX6. Double Six MonumentNationalXX7. Gaya Street MarketNationalXX8. Kota Kinabalu Handicraft MarketNational XX9. Sabah Islamic Civilization MuseumRegionalX10. Jesselton Point WaterfrontNationalXXX11. Kadazan Dusun Cultural CentreNationalXXX12. Kionsom WaterfallLocalXXXX13. Kipandi Butterfly ParkNationalXX14. KK EsplanadeNationalXX15. Tun Fuad Stephen ParkNational16. Kota Kinabalu Wetland CentreNationalXXX17. Lok Kawi Wildlife ParkRegionalXXX18. Mari-Mari Cultural VillageNational19. Menara Tun MustaphaRegionalXX20. Monsopiad Cultural VillageRegionalXXX21. Borneo 1945 Museum KopitiamNationalXX22. Orchid De VillaNationalXXX23. Petagas War MemorialNationalXX24. Pu Tuo Si TempleNationalXX25. Sabah State MosqueNationalXX26. Sabah State Museum & Heritage VillageInternationalX27. Signal Hill Observatory PlatformNationalXXX28. St. Michael Church PenampangNationalXXX29. Tamu PenampangNationalXX30. Tanjung Aru BeachNationalXXX31. The WaterfrontNationalXX32. Tun Mustapha GalleryRegionalX33. UMS MuseumNationalXX34. Water World Theme ParkNationalXX35. Sapi Island RegionalX36. Manukan IslandRegionalXXX37. Mamutik IslandRegionalXStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah14Page 12

Tuaran Crocodile Farm

Kundasang War MemorialSabah Tea GardenTable 10.3: Hierarchy of Products Audit In West Coast Division-Tuaran, Ranau, Kundasang & Papar DistrictATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionTUARAN DISTRICT 1. Kiulu RiverLocalXXXX2. Tamparuli BridgeNationalXXX3. Mengkabong Water VillageLocalXXXX4. Tuaran Crocodile FarmLocalXX5. Tamu TuaranLocalXXXX6. Tamu TamparuliNationalXXXXRANAU DISTRICT 1. Poring Hot SpringRegional X2. Sabah Tea GardenNationalXX3. Tagal Sungai Moroli, Kampung LuantiNationalXXXKUNDASANG DISTRICT 1. Kinabalu Park (Headquarter)International 2. Kinabalu Botanical GardenRegionalX3. Mesilau Nature ResortRegionalX4. Kundasang War MemorialNationalXX5. Walai Tokou HomestayNationalXXPAPAR DISTRICT 1. Dinawan IslandNationalXX2. Kawang Forest CentreNationalXX3. KK Adventure ParkNationalXX4. Tamu PaparLocalXXXX5. Kinarut Panorama Mansion Ruins MuseumLocalXXX6. Koposizon HomestayNationalXXStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah15Page 13

Bayangan Homestay

Murut Cultural VillageTable 10.4: Hierarchy of Products Audit In Interior Division-Beaufort, Nabawan, Keningau, Kuala Penyu, Sipitang, Tambunan & Tenom DistrictATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionBEAUFORT DISTRICT 1. Weston WetlandNationalXXXX2. Garama WetlandRegional XXX3. Starcevich Memorial StoneNationalXX4. Membakut Lake Eco Training CentreNationalXXX5. Beaufort WaterfrontLocalXX6. Taman Tasik Majlis Daerah BeaufortLocalXXXNABAWAN DISTRICT 1. Batu Punggul PinnacleLocalXXXXKENINGAU DISTRICT 1. Crocker Range ParkNationalXXX2. Tamu Ground KeningauLocalXX3. Kg. Bayangan HomestayNationalXXXKUALA PENYU DISTRICT 1. Pulau Tiga (Survivor Island)NationalXXXSIPITANG DISTRICT 1. Maga Waterfall of Long PasiaNationalXXXX2. Long Pasia HomestayNationalXXXTAMBUNAN DISTRICT 1. Rafflesia Information CentreNationalXXX2. Mat Salleh MemorialNationalXX3. Mahua WaterfallLocalXXXXX4. Mount Trus MadiNationalXXXTENOM DISTRICT 1. Murut Cultural CentreNational XXX 2. Sabah Agricultural ParkRegionalXXXStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah16Page 14Table 10.5: Hierarchy of Products Audit In Kudat Division- Kudat & Kota Marudu District, ATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionKUDAT DISTRICT1. Tanjung Simpang MengayauRegionalXXX2. Gombizau Honey Bee FarmNationalXXX3. Balambangan Island Archaeological SiteLocalXXX4. Banggi IslandLocalXXXXX5. Bak Bak BeachLocalXXXXXX6. Kelambu BeachLocalXXXX7. Agal BayTo Be OmittedXXXXXXX8. Terongkongan BeachTo Be OmittedXXXXXXX9. Misompuru HomestayNationalXXX10. Bavanggazo Rungus LonghouseNationalXXX11. Kg. Sumangkap Gong FactoryNationalXXXX12. Sidek EsplanandeLocalKOTA MARUDU DISTRICT1. Kinabalu Park Sorinsim StationLocalXXX2. Tamu Kota MaruduLocalXXX Table 10.6: Hierarchy of Products Audit In Sandakan Division- Sandakan & Kinabatangan District.ATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionSANDAKAN DISTRICT 1. Sepilok Orang Utan SanctuaryInternationalX2. Labuk Bay Proboscis Monkey SanctuaryRegionalX3. Sandakan Crocodile FarmNationalX4. Agnes Keith HouseInternationalX5. Puh Jih Sih Buddhist TempleNationalX6. Sandakan Memorial ParkRegionalXXX7. St. Michael & All Angels ChurchNationalXX8. Turtle IslandInternationalX9. Lankayan IslandInternationalX10. Libaran IslandNationalXX11. Rainforest Discovery CentreRegionalXX12. Sandakan Rainforest ParkNationalXX13. Sam Sing Kung (three saints) TempleNationalXXX14. Sandakan Heritage MuseumNationalXX15. Goddes of Mercy Chinese Temple - Kun Yam TempleNationalXX16. Masjid Jamik As-Sheikh Hasabollah At-TohiriNationalXXXKINABATANGAN DISTRICT 1. Lower Kinabatangan Conservation AreaInternationalXX2. Gomantong CaveNationalXX3. Batu Tulug Archaeological MuseumNationalXX4. Miso Walai HomestayRegionalX5. Kg. Abai HomestayNationalXXX6. Kg. Bilit HomestayNationalXXX7. Kg. Sukau HomestayNationalXXXStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah17Page 15

Danum ValleyBukit GemokMadai BaturongMabul IslandTable 10.7: Hierarchy of Products Audit In Tawau Division-Tawau & Semporna DistrictATTRACTIONHierarchy

LIMITATION Uniqueness Activity Accessibility & Connectivity Basic Facilities Interpretation Facilities Accommodation Service Quality Maintenance Marketing & PromotionTAWAU DISTRICT1. Teck Guan Cocoa VillageLocalXX2. Tawau Hill ParkRegionalX3. Bukit Gemok Recreational ForestLocalXXXX4. Maliau Basin Conservation AreaInternationalX5. Teck Guan Cocoa MuseumNationalXXX6. Balung River Eco ResortNationalXXSEMPORNA DISTRICT1. Sipadan IslandInternationalX2. Mabul IslandInternationalX3. Tun Sakaran Marine ParkinternationalXXX4. Bukit Tengkorak Archaeological SiteLocalXXXKUNAK DISTRICT Madai Baturong Forest Reserve Nature CentreNationalXXXLAHAD DATU DISTRICT1. Danum Valley Conservation AreaInternationalX2. Tabin Wildlife ReserveRegionalXX3. Pantai Sahabat 16NationalXXXStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah18Page 16Table 10.7: List of the Products According to Hierarchy INTERNATIONALDistrictAttractionThemeSandakan1. Sepilok Orang Utan Rehabilitation CentrePark & Recreational2. Lankayan IslandCoastal & Island3. Lower KinabatanganNature & Adventure4. Agnes Keith HouseCulture & Heritage5. Turtle IslandCoastal & IslandSemporna6. Sipadan IslandCoastal & Island7. Mabul Island8.Tun Sakaran Marine ParkKundasang 9. Kinabalu Park (Headquarter)Nature & AdventureKota Kinabalu10. Sabah State Museum & Heritage VillageCulture & HeritageTawau11. Meliau Basin Conservation AreaNature & AdventureLahat Datu12. Danum Valley Conservation AreaNature & AdventureREGIONALKota Kinabalu1. 1 Borneo Rainforest Culture & Heritage2. Sabah Islamic Civilization Museum3. Tun Mustapha Gallery4. Menara Tun MustaphaPark & Recreational5. Lok Kawi Wildlife Park6. Sapi IslandCoastal & Island7. Mamutik Island8. Manukan Island9. Monsopiad Cultural villageCulture & HeritageRanau10. Poring Hot SpringPark & RecreationalKundasang11. Mesilau Nature ResortNature & Adventure12. Kinabalu Botanical GardenBeaufort13. Garama WetlandNature & AdventureSandakan

14. Rainforest Discovery CentreNature & Adventure15. Labuk Bay Proboscis Monkey SanctuaryPark & Recreational

16. Sandakan Memorial Park Culture & HeritageKinabatangan17. Miso Walai HomestayHomestayTawau18. Tawau Hills ParkNature & AdventureLahad Datu19. Tabin Wildlife ReserveNature & AdventureKudat20. Tanjung Simpang MengayauPark & RecreationalTenom 21. Sabah Agriculture ParkAgro-TourismNATIONALKota Belud1. Tamu Kota BeludShoppingKota Kinabalu

2. Aquarium & Marine MuseumCulture & Heritage3. Borneo Art Gallery4. City Mosque5. Double Six Monument6. Kota Kinabalu Handicraft Market7. Mari-Mari Cultural Village8. Borneo 1945 Museum Kopitiam9. Petagas War Memorial10. Pu Tuo Si Temple11. Sabah State Mosque12. Signal Hill Observatory Platform13. St. Michael Church Penampang14. UMS Museum15. Kadazan Dusun Cultural Centre

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah19Page 17NATIONALKota Kinabalu16. Gaya Street MarketShopping17. Tamu Penampang18. Tanjung Aru Beach Coastal & Island19. The WaterfrontPark & Recreational20. Tun Fuad Stephen Park21. Kipandi Butterfly Park22. KK Esplanade 23. Kota Kinabalu Wetland Centre24. Orchid De Villa25. Jesselton Point Waterfront26. Water World Theme ParkTuaran27. Tamparuli BridgePark & Recreational28. Tuaran Crocodile FarmRanau29. Tagal Sungai Moroli, Kg LuantiPark & Recreational30. Sabah Tea GardenAgro-TourismKundasang31. Kundasang War MemorialCulture & Heritage32. Walai Tokou HomestayHomestayPapar33. Dinawan IslandCoastal & Island34. Kawang Forest CentreNature & Adventure35. KK Adventure ParkPark & Recreational36. Koposizon HomestayHomestayBeaufort37. Weston WetlandNature & Adventure38. Membakut Lake Eco Training Centre39. Starcevich Memorial StoneCulture & HeritageKeningau40. Crocker Range ParkNature & Adventure41. Kampung Bayangan HomestayHomestayKuala Penyu42. Pulau Tiga (Survival Island)Coastal & IslandSipitang43. Maga Waterfall of Long PasiaNature & Adventure44. Long Pasia HomestayHomestayTambunan45. Rafflesia Information CentrePark & Recreational46. Mat Salleh MemorialCulture & Heritage47. Mount Trus MadiNature & AdventureTenom48. Murut Cultural CentreCulture & HeritageKudat49. Gombizau Honey Bee FarmAgro-Tourism50. Misompuru HomestayHomestay51. Bavanggazo Rungus Longhouse52. Kampung Sumangkap Gong FactoryCulture & HeritageSandakan53. Sandakan Crocodile FarmPark & Recreational54. Sandakan Rainforest ParkNature & Adventure55. Libaran IslandCoastal & Island56. Sam Sing Kung (three saints)TempleCulture & Heritage57. Sandakan Heritage Museum58. Goddes of Mercy Chinese Temple - Kun Yam Temple59. Masjid Jamik As-Sheikh Hasabollah At-TohiriCont..

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah20Page 19NATIONALSandakan60. St. Michael & All Angels ChurchCulture & Heritage61. Puh Jih Shi Buddhist TempleKinabatangan62. Gomatong CaveNature & Adventure63. Batu Tulug Archaeological Museum64. Kg. Abai HomestayHomestay65. Kg. Bilit Homestay66. Kg. Sukau HomestayTawau67. Teck Guan Cocoa MuseumCulture & Heritage68. Balung River Eco ResortNature & AdventureKunak69. Madai Baturong Forest Reserve Nature CentreNature & AdventureLahad Datu70. Pantai Sahabat 16Coastal & IslandLOCALKota Belud1. Melangkap HomestayHomestay2. Taginambur HomestayKota Kinabalu3. Atkinson Clock TowerCulture & Heritage4. Kionsom WaterfallPark & RecreationalTuaran5. Mengkabong Water VillageCulture & Heritage6.Kiulu RiverNature & Adventure7. Tamu TamparuliShopping8. Tamu TuaranCulture & HeritagePapar 9. Tamu PaparShopping10. Kinarut Panorama Mansion Ruins MuseumCulture & HeritageBeaufort11. Beaufort WaterfrontPark & Recreational12. Taman Tasik Majlis Daerah BeaufortNabawan13. Batu Punggul PinnacleNature & AdventureKeningau14. Tamu Ground KeningauShoppingTambunan15. Mahua WaterfallPark & RecreationalKudat16. Balambangan Island Archeological SiteCulture & Heritage17. Banggi IslandCoastal & Island18. Bak Bak Beach19. Sidek EsplanadePark & Recreational20. Kelambu BeachCoastal & IslandKota Marudu21. Kinabalu Park Sorinsim StationNature & Adventure22. Tamu Kota MaruduShoppingTawau23. Teck Guan Cocoa VillageAgro-Tourism24. Bukit Gemok Recreational ForestNature & AdventureSemporna25. Bukit Tengkorak Archaeological SiteNature & Adventure

TO BE OMITTEDKota Belud1. Pantai EmasCoastal & IslandKudat2. Agal BayCoastal & Island3. Terongkongan BeachCont..

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah21The study reveals that only 10 products qualify as an international standard which are:

Sepilok Orang Utan Rehabilitation Centre, SandakanSipadan Island, SempornaLankayan Island, SandakanMabul Island, SempornaKinabalu Park (Headquarter), KundasangSabah State Museum & Heritage Village, Kota KinabaluLower Kinabatangan, KinabatanganAgnes Keith House, SandakanTurtle Island, SandakanMeliau Basin Conservation Area, TawauDanum Valley Conservation Area, Lahat DatuTun Sakaran Marine Park, Samporna

In addition, the study recognises the potential of enhancing several other products to attain international standard by addressing the limitation factors. Essentially, these products have a high iconic value thus a high appeal to international tourists. What they are lacking are complementary aspects such as maintenance & service quality, which are not difficult to provide or upgrade. The products are as follows: Page 2010.1 Potential As International AttractionsMiso Walai HomestayKadazan Dusun Cultural CentreMonsopiad Culture VillageTabin Wildlife ReservePoring Hot SpringSapi IslandLabuk Bay Proboscis Monkey SanctuaryRainforest Discovery CentreSepilok Orang Hutan

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah22Page 21Five (5) tour packages were evaluated according to the level of tourist satisfaction. Based on the overall evaluation, most tour participants were satisfied with aspects such as activities, management, transportation & services. Several participants felt that the tour should include stops to savour local signature dish/food. From the five tour packages evaluated, all were rated as a good level. 10.2 Analysis of Tour Packages Table 10.10: Summary of the Tour Packages Evaluation.

TOUR OPERATORSUNIQUENESS

ACTIVITIESTRANSPORTATION

MANAGEMENT SERVICES

MARKETING & PROMOTIONAUDIT RATEIconic

PopularityVarietyQualityVanBusBoatPunctualityBriefingTour DeliveryQuality of Guiding

Value for MoneyFriendly/ AttractiveSecurityBrochureWebsiteTYH BORNEO TOURS & TRAVEL SDN. BHD.24343--5345553-573 %(Good)TRAVERSE TOURS SDN. BHD.3423-53344554-572 %(Good)BORNEO STARCRUISE SDN. BHD.23234-333533444365 %(Good)SCUBA PARADISE SDN. BHD.3433-444454553-372%(Good)TRAVELMATE HOLIDAYS SDN. BHD.55254--4534545-473 %(Good)Component Audit Scale: 1: Very Poor I 2: Poor I 3: Moderate I 4: Good I 5 : Excellence --: Nil I n: Not Relevant Audit Rate Scale: 0-20 %: Very Poor I 21-40%: Poor I 41-60%: Moderate I 61-80%: Good I 80-100% : ExcellenceStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah23Page 2211.0 Proposed Interactive AttractionsThis section recommends a proposed corridor of new attractions that offer a distinct and interactive tourist experience. These corridors should be further developed and promoted as Sabahs unique tourism products. Essentially, the new products mostly are located in southeast of Sabah.

The table 11.1 and 11.2 shows the details of proposed interactive products.

Lepa-Lepa Maker, Semporna Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah24Page 23NEW PRODUCTSPRODUCTSTOURIST EXPERIENCE/ ATTRACTIONADDRESS1. LINANGKIT CULTURAL VILLAGEDESCRIPTIONExperience the traditional culture of Lotud community

CONTACT PERSON: Alice Tee Jilan (Managing Director)Elvin Jilan (Public Relation Executive)

CONTACT NUMBER:+6 088 787 382

Lamin Lotud, Kg.Selupoh89208 TuaranSabah, Malaysia.

2. PADANG TERATAK AT PADAS DAMITDESCRIPTION Experience the fire flies watching

CONTACT PERSON: Mr. Musli Hj. Sulaiman

CONTACT NUMBER:+8 019 8324957+8 016 8546784

Padas Damit,89808 Beaufort,Sabah

3. GLIMMER OF PEARL IN TIMBUN MATA

DESCRIPTION Learn and experience the producing of colored pearls

CONTACT PERSON: Mr. Edward Kong

CONTACT NUMBER:+8 019 6112985+8 089 781667

Timbun Mata IslandSemporna, Sabah

4. LEPA-LEPA MAKING (Kg. Kabimbangan Tengah) DESCRIPTIONAppreciate and experience of Lepa-lepa making

CONTACT PERSON: Haji Nusari Bin Abbah

CONTACT NUMBER:+8 012 8060137

Kg. Kabimbangan TengahPulau Bum-BumSemporna,Sabah

Table 11.1: List of New Products in Sabah

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah25Page 24NEW PRODUCTSPRODUCTSTOURIST EXPERIENCE/ ATTRACTIONADDRESS5. LEPA-LEPA MAKING (Kg. Look Sisarah)DESCRIPTIONExperience of handmade Lepa-lepa (Bajau houseboat).Good quality of product

CONTACT PERSON: Haji Alpaka Bin Hj. Hamaah


CONTACT PERSON: Hj. Majalan Galantang


Kg. Look SisarahPulau Bum-BumSemporna, Sabah

6. THE AMAZING LEPA-LEPA (Kg. Look Malalom)Kg. Look MalalomPulau Bum-BumSemporna, Sabah

7. BULI SIM-SIM WATER VILLAGE

DESCRIPTIONExperience of fishermen lifestyle

CONTACT PERSON: Hj Nasran B. Ahmad(Owner House No 98)


Jambatan 23Jalan Buli Sim- sim90709 Sandakan Sabah

8. ENGLISH TEA HOUSEDESCRIPTIONExperience and taste the real English tea.

CONTACT PERSON: Restaurant Manager

CONTACT NUMBER:+6089 222544

The English Tea House & Restaurant2002 Jalan Istana, 90000 Sandakan, Sabah

Cont.

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah26Page 25NEW PRODUCTSPRODUCTSTOURIST EXPERIENCE/ ATTRACTIONADDRESS9. GAMBUS OF PAPARDESCRIPTION Learn and experience of gambus making and enjoy the music performance.

CONTACT PERSON: Awang Besar Bin Pangeran Apong

CONTACT NUMBER:014-6793927 /014-9511227

Kg. Sri Serbang Bongawan,Papar, Sabah.

10. KUIH CINCIN (Kg. Nyaris-Nyaris)DESCRIPTIONExperience and taste of traditional kuih cincin.

CONTACT PERSON: Azizah Yusuf

CONTACT NUMBER:014-8642569

CONTACT PERSON: Fatimah Bt Mukhsin

CONTACT NUMBER:016-8182547 / 016-8373329Kg.Nyaris-Nyaris ,Papar, Sabah.

11. KUIH CINCIN (Kg. Laut)

Kg.Laut89760 Papar, Sabah.

12. TASTE OF TENOM COFFEE (Fatt Choi Sdn. Bhd)DESCRIPTIONExperience of coffee production One of the famous coffee manufacturer in Tenom.The visitors can taste different types of coffee at Fatt Chois outlet.

CONTACT PERSON: Mr. Foong Chon Sang (Owner)


Kilang Kopi (Coffee Factory)Jalan Tenom Lama, 89900 Tenom, Sabah

Cont.

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah27Page 26NEW PRODUCTSPRODUCTSTOURIST EXPERIENCE/ ATTRACTIONADDRESS13. TASTE OF TENOM COFFEE (Yit Foh Coffee) DESCRIPTIONExperience of coffee production .

CONTACT PERSON: En. Alex Yong (Owner)


Yit Foh Coffee Powder FactoryKM3,jalan Tenom-Sapong, 89900 Tenom, Sabah

14. SCENIC PANORAMA FROM SILAM HILLDESCRIPTION The best spot to watching sunset and sunrise with Danum Valley as a background.

CONTACT PERSON: Majlis Daerah Lahad Datu

CONTACT NUMBER:Nil

Bukit SilamSimpang Jalan DanumLahad Datu Sabah

15. SEAWEED ECO-AGRI FARM

DESCRIPTION Learn and experience of plant the seaweed

CONTACT PERSON: Mr. Laki Bin Jamhati


Silam CampLahad Datu Sabah

16. BELACAN MAKINGDESCRIPTION Learn and experience of belacan making

CONTACT PERSON: Mr. Jamlan Bin Tikuat


Kg. LamakPantai LanggasLahad Datu Sabah

Cont.

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah28Page 27NEW PRODUCTSPRODUCTSTOURIST EXPERIENCE/ ATTRACTIONADDRESS17. RATTAN HANDMADEDESCRIPTION Learn and experience of rattan products making

CONTACT PERSON: Mr. Elad Bin Jamil


Kg. Silam Jalan SilamLahad Datu Sabah

18. AMPLANG MAKING DESCRIPTION Experience and taste of Sabah traditional cracker (Amplang)

CONTACT PERSON: Jamariah Bt. Ambotang

CONTACT NUMBER:+6 019 5858766+6 089 866701

KM35, Kg SabahanLahad DatuSabah

19. SOUND OF MUSIC

DESCRIPTION

Experience and enjoy the sound created by the amazing stone (The sound is similarly like a set ofthe Kadazan dusun traditional gong)

CONTACT PERSON: Mr.Pontou bin Asinpi

CONTACT NUMBER:+6 087 773 137 (Mr.Pontou House)+6 014 557 0812 (Mr. Pontou bin Asinpi)

Kampung Solibog89657 Tambunan, Malaysia

Cont.

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah29Page 28

2Amplang Making Experience1

Indrasabah Village(Traditional Tidung Folk) 4

Experience Local Belacan Making65

Rattan MakingSeaweed Farm3Lepa-Lepa Making7Buli Sim Sim Water Village

8

Original English TeaSANDAKAN TOWNLAHAT DATUTAWAU TOWNSEMPORNA TOWNSoutheast Sabah Cultural Corridor LEGENDNew productAccommodation R&R /RestaurantTourist Information CentreSCALE 1: 50000

KEY PLANAirport Fig. 5: Proposed Southeast Sabah Cultural CorridorStudy on the Auditing and Improvement of Tourism Products and Package Tours in Sabah30Page 29The tourism product auditing is not static evaluation, but it is a dynamic mechanism in identifying the potential of an attraction. By identifying the limitation factors of an attraction, it will help the stakeholders to implement strategies or actions in increasing the quality of the attraction.

12.0 Conclusion

Study on the Auditing and Improvement of Tourism Products and Package Tours in Sabah31

Documents

Excutive Summary.pptx