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Tourism, Hospitality & Destination Marketing Cluster

Tourism, Hospitality & Destination Marketing Cluster

The cluster explores and implements innovative solutions in assisting the tourism, hospitality and destination marketing community well-being. Our expertise include branding and commuinication of tourism attractions, tourist decision-making and behaviour, sentiment analysis, special interest, and niche tourism development.

Our cluster flagship projects includes (not limited to) Tourism Satellite Account, Cultural Development, and MICE (Meeting, Incentive, Conference, Exhibition) Development.

Research Focus

Research Focus

Our research focuses on:

  • Branding and communication of tourism attractions
  • Sentiment analysis, special interest and niche tourism development
  • Tourist decision-making and behaviour

Our projects:

  • The Tourism, Hospitality an Destination Management (THDM) Survey, Swinburne University of Technology, 2019 (Ongoing)
  • Sarawak Tourism Satellite Account – Departing Visitor Survey, Ministry of Tourism, Arts, Culture, Youth & Sport Sarawak, 2018
  • Sarawak Tourism Satellite Account – Outbound Tourism Survey, Ministry of Tourism, Arts, Culture, Youth & Sport Sarawak, 2018
  • Visitor Exit Survey, Ministry of Tourism, Arts, Culture, Youth & Sport Sarawak, 2018 – CHINA
  • Scoping study on creative and cultural tourism development in Sarawak, Ministry of Tourism, Arts, Culture, Youth & Sport Sarawak, 2018
  • Sarawak International Dragon Boat Regatta (SIDBR) and Sarawak Regatta (SR) Industry Player Survey, Ministry of Tourism, Arts, Culture, Youth & Sport Sarawak, 2017
  • Community Based Tourism Re-Visit Intention, Swinburne University of Technology, 2017
  • Determinants of Corporate Events Site Selection: An Exploratory Study of the MICE industry in Sarawak, Sarawak Convention Bureau, 2014

Our People