marketing strategies enable the destination ??Rasullullah, Tanpamu Siapalah Diriku. ”marketing strategies…

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FEBRUARI 2015

Bertemakan Perpaduan Transformasi Negara program sambutan Maulidur Rasul 1436H peringkat UiTM

Terengganu yang melibatkan ketiga-tiga kampus iaitu Kampus Dungun, Kampus Kuala Terengganu dan

Kampus Bukit Besi telah berlangsung dengan jayanya pada 22 Januari 2015 bersamaan hari Khamis. Kemeriahan

sambutan Maulidur Rasul ini dapat dilihat apabila seluruh warga kampus UiTM Terengganu telah turut sama-

sama meraikan program ini dengan menyertai perarakan dan berselawat ke atas Nabi junjungan secara beramai-

ramai. Perarakan ini melibatkan kategori pelajar dan staf. Selain daripada pertandingan perarakan terbaik,

terdapat juga pertandingan sepanduk terbaik, kostium terbaik dan terbaik keseluruhan. Selain itu, Tokoh

Maulidur Rasul kategori staf (akademik dan bukan akademik) dan kategori pelajar juga turut diumumkan.

Antara bahagian yang melibatkan staf adalah terdiri daripada Bahagian Pentadbiran, Bahagian Hal Ehwal

Pelajar, Bahagian Hal Ehwal Akademik yang bergabung bersama Bahagian Penyelidikan dan Jaringan Industri

beserta Kelab Akademik, Bahagian Perpustakaan, Pejabat Bendahari, Hotel UiTM dan lain-lain. Manakala

bahagian pelajar pula adalah terdiri daripada pasukan Palapes, Brassband, Kesatria, Bomba, Kelab Kebudayaan,

Kelab Baitul Hadhari, Jawatankuasa Perwakilan Kolej dan lain-lain lagi. Perarakan sambutan Maulidur Rasul ini

bermula pada pukul 8.00 pagi dimana seluruh warga kampus UiTM Terengganu telah berkumpul di perkarangan

stadium gemilang seterusnya berarak secara beramai-ramai melalui jalan keluar ke Pos C dan melalui jalan

Pantai Teluk Lipat sehingga masuk semula melalui Pos A dan seterusnya ke Dewan Aspirasi.

Setelah tamatnya perarakan tersebut, program sambutan Maulidur Rasul ini diteruskan lagi dengan

ceramah daripada Sahibul Samahah Yang Berbahagia Dr. Haji Zulkifly Muda (Mufti Kerajaan Negeri

Terengganu). Tidak ketinggalan juga bacaan ayat-ayat suci Al-Quran turut diperdengarkan. Selain itu, terdapat

juga persembahan multimedia, persembahan nasyid, drama pentas serta pertandingan kuiz. Di akhir program,

pemenang-pemenang bagi setiap pertandingan telah diumumkan oleh pengacara majlis seterusnya majlis

penyampaian hadiah telah disempurnakan oleh Tuan Rektor UiTM Terengganu iaitu Prof Madya Dr Abdol

Samad Nawi diiringi oleh Pengerusi sambutan program iaitu Ustaz Wahairi Mahmud. Tahniah diucapkan

kepada semua yang terlibat dalam menjayakan program sambutan Maulidur Rasul 1436H pada kali ini dan

diharap program seperti ini akan diteruskan lagi di masa akan datang.

Rasullullah, Tanpamu Siapalah Diriku.

Changes in lifestyle and demands in contemporary society

have made human needs more complex. People who can

choose what they want to eat, are beginning to become

more conscientious about dietary issues. In some parts of

the world, people are bound by the religious restrictions

such as Kosher and Halal will be more particular in choosing

and preparing the food. There are many parts of the world,

where as a result of poverty, these choices are simply not

available. Previous studies also found that education back-

ground, geography (urban versus rural), and the availability

of resources highly influence food consumption and choices.

In addition, the specific eating and cooking practices are part

of the local cuisine identity of a specific geographic area.

Hence, the variation of food habits and patterns of consump-

tion either between or within a group of people indicate an

understanding of cuisine which has been extensively ex-

plored in the modern society.

In line with the discussion above, many people are starting

to realise that cuisine is not just to study of an appreciation

of food but also a platform for understanding of how raw

ingredients and food products are adapted to different occa-

sions. This variation in preparation of food and ingredients

are the appealing point which tourists like to experience.

Utilising local cuisine as part of international destination

marketing strategies enable the destination marketing or-

ganisation to capture a different range of tourist market seg-

ments rather than being food tourist or foodies who are

merely craving for culinary experience. In France, for in-

stance, cassoulet which is a rich aesthetic values and is

prepared using slow cook method gives the place an inviting

atmosphere or scenery. The local cuisines should be authen-

tic to create the sense of place which is unique to a particu-

lar environment. This fascination with famous dishes has

generated significant numbers people coming for a unique

culinary experience. Therefore, associating local cuisine with

tourism by creating an awareness of the specific food for a

specific region can be a key to creating a destination image.

Nevertheless, there still an overlap in understanding the

local food and cuisine concept especially in marketing a

tourist destination. In most cases, food is often associated

with a specific type of dish or meal which is locally produced

and emphasises on the details of presentation as a sign of

quality. Actually, the style of cooking and the use of specific

local ingredients is commonly referred to as cuisine. Never-

theless, in order to market a tourist destination through a

selected or specific regional/local cuisine, a clear under-

standing of the differences between both terms is crucial.

This could help in giving a better idea and direction on how

to fully utilise the regional/local food by means of exquisite

cuisine characteristics so as to market the tourist destination

as a unique tourist destination experience. Alternatively one

can highlight distinctive features or enrich the main travel-

ling activities to market a tourist destination.

The hospitality sector is both supportive and dependent on tourism, which is the one of the most important revenue genera-

tors for Malaysia. More hotels are developed to cater to the demand for room and facilities and to fulfill customer needs and

wants. Customers will experience the products and services provided by the service provider during the service delivery pro-

cess. Delivering quality services are essential to all hotels in todays highly competitive market. However, customer relation-

ships are broken when something goes wrong and service does not meet the customers expectation. The service failure will

affect the entire stay of a customer. In order to handle service failure, the hotels have to develop a service recovery program.

The success of service recovery affects customer outcomes such as customer satisfaction, re-purchase intention and positive

Word-Of-Mouth. In order to turn the dissatisfied into happy customers will acquire service recovery. Service recovery is an

umbrella term for systematic efforts by the hotels to correct a problem following a service failure and to retain customers

goodwill. So What should the hotels do? Perhaps start with the instructional justice, such as being empathetic and apolo-

getic. Hotels should hear and also thank the guests for bringing up the problems as suggested in the model below. In proce-

dural justice the whole process is clearly defined. Whereas distributive justice is about resolving the problem when it begins .

The hotels should document the service failure and recovery action for future to use and become the guideline for every em-

ployee. The report should also become a very valuable source in conducting service recovery training. Besides, Managers

should communicate and explain the model to the employees by conducting the proper training for each department and

attach the model at every working area or employees area as the checklist and reminder of handling complaints. The supervi-

sors should remember the model during the daily briefing and ensure that all employees understand and are able to practice

it. Question and answer sessions are opened and exchanges ideas of handling customer complaints are needed. The supervi-

sors also may empower the front office employees to apply service recovery within limits of certain parameters. For example,

to make customers happy after service breakdown, the front office employees can be authorized to give a complementary

fruit basket to the customer on behalf of the management without referring to the superior. In addition, the manager should

attach the customer complaint in Task Competency Indicators (TCI) and performance appraisals of every front office employ-

ee. To be confirmed in the position or get promoted, employees should achieve the TCI and gain good points in performance

appraisal. Human Resource also should give recognition to the employees who apply the model in service recovery and reduce

the service failure. The manager should give proper training continuously to their employees.

The hotel managers should play roles both in service recovery strategies and service excellence in order to tackle complaints

before it arises. If the hotels only practice the service recovery without improving their service level, it will increase the cost

and encourage the customers to