Analisis kelebihan kompetitif ekopelancongan di Mukim Ulu Dong, Raub, Pahang, Malaysia (The competitive edge in Malaysian ecotourism: An analysis of Dong, Raub)

Abstract

Ekopelancongan memfokus kepada budaya lokal, tarikan perhutanan, pertumbuhan peribadi dan pembelajaran gaya hidup baru. Kajian ini bertujuan mengenal pasti potensi ekopelancongan di Lata Jarum berdasarkan Model Diamond Porter. Faktor yang menggalak penciptaan kelebihan bersaing seperti syarat-syarat faktor, syarat-syarat permintaan, industri-industri berkait dan sokongan, serta strategi firma, struktur dan persaingan akan dikenalpasti. Data sekunder dikumpulkan dari Kerajaan Negeri Pahang (termasuk Perbadanan Kemajuan Bukit Fraser), Majlis Daerah Raub, Jabatan Perhutanan Negeri Pahang dan Jabatan Hal Ehwal Orang Asli. Tinjauan dan kajian lapangan dilakukan melalui survei dan temubual dengan ‘key informant’ berdasarkan set soal selidik serta kajian diperkampungan Melayu dan Orang Asli. Ringkasnya Lata Jarum mempunyai syarat-syarat faktor yang menggalakkan, terutama kerana peruntukan sumber-sumber fizikalnya. Syarat-syarat permintaan juga wujud, tetapi syarat-syarat permintaan kekurangan di pasaran asing akibat promosi yang amat kekurangan di luar negara. Daripada segi industri berkait dan sokongan, majoriti firma memahami dan mengetahui kehendak dan keperluan pelanggan masing-masing. Namun, mereka masih lebih ramai pelanggan lagi. Sokongan daripada pihak kerajaan diperlukan kerana prospek pembangunan ekopelancongan amat cerah di Lata Jarum.

Katakunci: khazanah sumber asli, kelebihan kompetitif, Lata Jarum, Model Diamond Porter, orang asli, potensi ekopelancongan

Ecotourism focuses on local culture, forestry attractions, personal growth and new lifestyle learning. There is a rich treasure trove of natural resources, the history, culture and heritage tourism is a potential source of mystique and potential can be exploited to improve the socio-economic conditions of the community. This study aims to identify potential ecotourism competitive edge of Lata Jarum in Malaysia’s Dong, Raub based on the Porter Diamond Model. Factors that encourage the creation of competitive advantage such as factor conditions, demand conditions, related industries and support, as well as firm strategy, structure and rivalry are examined. Secondary data were collected from the Pahang State Government (including the Fraser's Hill Development Corporation), the District Council Raub, Pahang State Forestry Department and the Department of Aboriginal Affairs. Field studies were conducted comprising surveys and interviews with 'key informants' based on questionnaires and an ethnographic study of the Malay and indigenous villages. The findings point to the fact that Lata Jarum has what it takes in terms of natural physical capital to become an ecotourism attraction. In addition, there is the demand factor, except that more efforts need to be directed to promote it to overseas visitors. There is also the tacit understanding of the clientele requisites on the part of related supportive firms. Nevertheless government support is still imperative.

Keywords: competitive advantage, ecotourism potential, forestry, indigenous people, natural capital, Porter Diamond Model