FINAL VERSION FOR APPROVAL - Sdn Bhd - WWF Malaysia

Gunung Stong State Park Preliminary Management Plan
it is pertinent that promotion be focused on this market segment, based on the following
factors:
• The activities are low impact, and consistent with the setting of GSSP, a protected
area, whose objective is the conservation of biological and other natural resources.
• Resorts or resort-like settings at GSSP are not consistent with the existing profile of
visitors to GSSP.
• Targeting for the outdoor market segment will mean that there will be less physical
development of GSSP, which translates into less environmental impact and also
reduced capital and operations costs, and therefore lower break-even points.
• There will be even less need for promotion, as this group of target market are often
repeat visitors, and would also invite their friends who have never visited GSSP
before.
• Shifting to a different market segment such as the leisure or mass-market may mean a
longer promotion period to be successful, even with the right infrastructure in place.
Very popular eco-tourism destinations such Kinabalu Park and Taman Negara
already have a market for mass tourists, but not for GSSP, at least for another 10
years. However, it must be cautioned that infrastructure development for the mass
tourism market is limited to the development zone (resort area) only, as overdevelopment
of other areas of GSSP will not be consistent with its primary purpose.
Only after the target market has been decided can the marketing strategy be devised. To be
successful, a professional marketing approach is needed but sadly, this is lacking within the
protected area system in Peninsular Malaysia. Some of the main steps in formulating the
promotion and marketing strategy for GSSP are contained in Table 6.15.
Table 6.15: Promotion and Marketing Strategies
No. Steps Strategic Logic
1. Select a logo that
represents GSSP
2. Positioning of
GSSP as an
ecotourism centre
3. Identification of
the target market
An iconic logo or trademark can help differentiate GSSP from
other protected areas. GSSP is known for its waterfalls, wildlife,
and endemic plants. We suggest a logo derived from the leaves of
the Licuala stongensis as it is endemic to GSSP. The logo will be
copyrighted, used in letterheads, websites, and other forms of
communication.
Even if there is a formal name for GSSP, there must be an brand
name that is easily pronouncable, marketable, and in this respect,
must be imaginative, and conjures a sense of the exotic,
adventure, exploration, or mystery. For example, Sabah,
positioning herself as Malaysian Borneo, has managed to attract
foreign visitors to her protected areas. An uncomplicated, brand
name could be Mt. Stong State Park.
Different protected areas have different qualities that differentiate
them from the others: for example, Kinabalu National Park has
the highest mountain in South East Asia. GSSP can offer its
numerous waterfalls, peaks and the endemic plants as a
positioning strategy. Better accessibility compared to other
protected areas, is also a strong selling point.
GSSP is already popular with adults within the age range of 20-40
years, whose primary motive is hiking and camping, with a dash
of caving and agro-tourism (during the fruit season). This should
be the target market, and facilities and infrastructure should be
designed with this market in mind, which, incidentally, is
consistent with the protected area setting.
Targeting other market segments like the leisure and mass market
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