A case study of Borneo Adventure, an inbound tour operator : Strategic marketing plan for China Market / Sigar Malang ... [et al.]

In the ancient ages, a human being used to move from one place to another in searching for better living or discoveries. This need was accelerated by the emergence of industrial revolution where transportation means and vehicles were developed, and the workers needed to spend their vacation times away from work. In the present days, most nations and governments pay much attention to the tourism industry as a means for GDP and economic growth, or as a source of income. Malaysia is not an exception, Therefore, the Malaysian government was very interested in including tourism industry in its economic plans. Tourism service such as hotels, restaurants, and rest houses as well as employee training and development were given much attention in such plan. This requires high ability for adaptation to changing environment in order to grow and compete with other tourism organizations inside and outside the country. Adapting to such changing environment is the thrust of strategic marketing planning (SMP). The major challenge facing tourism companies is how to build and maintmn healthy business in the face of rapidly changing market place and environment (sustainable). It is important to continuously satisfy changing consumer needs. Companies that view this as fundamental to success practice the art of market-oriented strategic planning (Gretzel, 2004), (Kotler, Brown, and Makens, 2003).