A Critical Analysis on Evolution of Branding Destination in Langkawi Island

¹ Faculty of Entrepreneurship and Business, Dept. of Tourism and Hospitality, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia
² Faculty of Built Environment, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Johor, Malaysia

Abstract

The purpose of this paper is to highlight the branding efforts by Langkawi Island based on various slogans and taglines used from 1974 until present. Secondary sources such as government reports, destination marketing organization websites, brochures and previous studies were referred to identify those slogans. This paper argues that destination branding process is not as easy as most destination marketing thought. The process is complex and it may need involvement from various stakeholders such as local population and tourism operators. Based on the various slogans identified, this paper argues that too many slogans and taglines are used and thus they may create confusion among host population, tourism operators as well as the tourists in terms of what are the actual core values of the island. The paper concludes with a suggestion that an empirical research is needed to confirm whether all these slogans or brands used are endorsed and supported by the internal stakeholders (e.g. host community, tourism operators) as well as in agreement with what as being perceived by the tourists.