Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport

Airport is a great place to exhibit local values and the spirits of a country. The purpose ofthis study was to explore how airports can become a potentially an immersive space that evokes thelocal culture to create a sense of place for travellers. Nine international participants wereselected from As...

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Main Author:	Phoon, Gar Chi
Format:	thesis
Language:	eng
Published:	2019
Subjects:	Q Science
Online Access:	https://ir.upsi.edu.my/detailsg.php?det=4817
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id	oai:ir.upsi.edu.my:4817
record_format	uketd_dc
institution	Universiti Pendidikan Sultan Idris
collection	UPSI Digital Repository
language	eng
topic	Q Science
spellingShingle	Q Science Phoon, Gar Chi Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
description	Airport is a great place to exhibit local values and the spirits of a country. The purpose ofthis study was to explore how airports can become a potentially an immersive space that evokes thelocal culture to create a sense of place for travellers. Nine international participants wereselected from Asia, Europe and America countries with different educational background. Qualitativedata collection methods included one month ethnographic observation, service design workshop andinterviews. The first phase of data collection methods consists of gaining customers’ insight fromvarious instruments such as persona, user journey map and role play simulation. These instrumentswere applied to understand the customer’s journey and user experience from a specific persona’sperspective. Followed by second phase, semi-structured interviews with a brand expert. The datawere analysed using a qualitative data analysis program, NVivo12, to develop ‘coding’ process.Results show introducing the Malaysian culture in the airport through showcasing video of localattractions; games and arts; local music; providing a taste of local food; promoting on Borneocultural features; providing local culture ambience; digitalisation; seasonal events; constructingidentity through festivals and utilising various local musical instruments. The implication of thisstudy will help the KLIA to promote our local culture and identity within the context of airportservice environment and becomesone of the most important tourists’ attractions for Malaysia.
format	thesis
qualification_name
qualification_level	Master's degree
author	Phoon, Gar Chi
author_facet	Phoon, Gar Chi
author_sort	Phoon, Gar Chi
title	Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
title_short	Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
title_full	Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
title_fullStr	Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
title_full_unstemmed	Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
title_sort	tourism service design: promoting malaysian culture through national identity at kuala lumpur international airport
granting_institution	Universiti Pendidikan Sultan Idris
granting_department	Fakulti Seni, Komputeran dan Industri Kreatif
publishDate	2019
url	https://ir.upsi.edu.my/detailsg.php?det=4817
_version_	1747833153997766656
spelling	oai:ir.upsi.edu.my:48172020-03-13 Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport 2019 Phoon, Gar Chi Q Science Airport is a great place to exhibit local values and the spirits of a country. The purpose ofthis study was to explore how airports can become a potentially an immersive space that evokes thelocal culture to create a sense of place for travellers. Nine international participants wereselected from Asia, Europe and America countries with different educational background. Qualitativedata collection methods included one month ethnographic observation, service design workshop andinterviews. The first phase of data collection methods consists of gaining customers’ insight fromvarious instruments such as persona, user journey map and role play simulation. These instrumentswere applied to understand the customer’s journey and user experience from a specific persona’sperspective. Followed by second phase, semi-structured interviews with a brand expert. The datawere analysed using a qualitative data analysis program, NVivo12, to develop ‘coding’ process.Results show introducing the Malaysian culture in the airport through showcasing video of localattractions; games and arts; local music; providing a taste of local food; promoting on Borneocultural features; providing local culture ambience; digitalisation; seasonal events; constructingidentity through festivals and utilising various local musical instruments. The implication of thisstudy will help the KLIA to promote our local culture and identity within the context of airportservice environment and becomesone of the most important tourists’ attractions for Malaysia. 2019 thesis https://ir.upsi.edu.my/detailsg.php?det=4817 https://ir.upsi.edu.my/detailsg.php?det=4817 text eng closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif Abimbola, T. (2006). 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