FINAL VERSION FOR APPROVAL - Sdn Bhd - WWF Malaysia

Gunung Stong State Park Preliminary Management Plan
4. Focused
promotional
strategies
will mean a longer gestation and promotion period, larger
investments in infrastructure, and large promotion, operating and
maintenance budgets, leading to a higher bottom-line.
Due to the current lack of critical visitor volumes, targeting the
leisure and mass tourism market is a long-term investment
commitment, not a feasible option in the medium or short-term
time period. There are too many examples of failed resorts in
protected areas that target this market segment.
The ecotourism (and nature and adventure market) is a special
niche within the tourism industry. This niche is serviced by
several specialist tour operators, nature and conservation
magazines (Outside, National Geographic, Discovery, Asian
Geographic, High). Not to be overlooked are clubs, organisations,
and associations that promote conservation, nature, adventure,
and ecotourism travel. Promotion and advertising strategies
should be focused with these media, the nature or eco-travel
operators, and associations (or clubs), within or outside the
region.
5. Mode of promotion Promotional materials include billboards, advertising,
guidebooks, trail-guides, website and brochures (and the CD
format), and their placements must provide the maximum
exposure with the least cost, to the target market. A good mode
of promotion is to invite eco or nature tour operators and reporters
for a familiarisation trip to GSSP.
Promotional materials must have contents that appeal to
naturalists, like a bird or a plant checklist, or a guide book on
GSSP.
6. Placement of
promotional
materials
7. Regular promotion
of events at GSSP
and inclusion of
innovative outdoor
recreational
activities
8. Word-of-mouth
promotion
To provide maximum exposure, the suggested placement of
promotional materials are as follows.
• Other protected areas and eco-tourism sites in Malaysia
• Kelantan TIC (Tourist Information Center)
• Billboards placed at entry-points such as the airport, bus
station, and the Wakaf Baru train station. Other primary
locations are at border towns like Rantau Panjang, and at the
interstate borders with Pahang and Terengganu
• Advertising must be in magazines and websites that promote
conservation, nature, and travel.
Kinabalu Park has the annual climbathon, while Taman Negara
organises yearly festivals. Taking a leaf out of these two
protected areas, GSSP can organise similar activities like the
climbathon, as a promotional tool. Events should ideally coincide
with the fruit season, and there must also be included elements of
cultural heritage, turning it into a celebration.
To diversify the activity base, the possibility of running down (by
kayak or raft) the Sg. Galas, from Gua Musang to Dabong and
Kuala Krai, and introduction of rock-climbing on one of the
limestone hills in Dabong, could be explored.
Visiting GSSP must be made to be very satisfying for visitors to
recommend to their friends or make repeat trips. This is the
cheapest from of promotion, and the trick is to make them feel
special, or turn them into friends.
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