Travel Reference
In-Depth Information
it is relatively hard to recognize any other single
resource that could substitute for marketing capa-
bility that could create a similar outcome.
cal roots (Dimitrovski, Todorović & Valjarević,
2012). Strategic planning in developing the rural
tourism will encourage creating new source of
income and occupation; also at the same time can
eliminate the social isolation as well as becoming a
crucial aspect in the country's development. Never-
theless heritage or cultural attraction is more than
just museums, monuments, and archaeological
treasures. They also include showplaces for natural
wonders such as botanical gardens and aquariums
as well as parks and preserves of natural resources
that are dedicated to public enjoyment (Mansor,
Ahmad & Mat, 2011).
UNESCO has declared Lenggong Valley, Perak
as a world heritage site on 30 June 2012 for its
archaeological discovery. Excavation activities
revealed the finding of a Paleolithic culture and
the oldest human skeleton named as “Perak Man”
dates to about 11,000 years before present. Leng-
gong has been awarded the “Pre-historic Heritage
Town,” signifying its significance as a rich source
of natural success, heritage, and culture that has
attracted different segments of tourists. Heritage
attractions include the natural attraction such as
the caves, the waterfall cascade, the rainforest,
also the richness of flora and fauna. The beautiful
scenery of Lenggong Valley which is surrounded
by the rainforest of Titiwangsa Ranges and Bin-
tang Ranges, also having more than 20 caves to be
explored are among the attraction. Based on the
uniqueness and place attributes, Lenggong Val-
ley has a potential to be a competitive tourism
destination.
2.2.3 Technology adoption
The development of technology led to the intro-
duction of new products, changes in techniques
and organization of production, changes in the
quality of resources and products, novel ways of
allocating products and new ways of storing and
broadcasting information. Papadaki and Chami
(2002) found that the significant measurements in
business practice characteristics are business inno-
vation, technology adoption of e-business and
focusing on the local market, all were prove to have
a significant influence on the growth of business.
2.2.4 Product innovation
Product innovation can play an important role in
determining the survival and performance of new
entrance and existing businesses. New and small
businesses are more exposed to risk particularly in
the first few years of entry (Caves, 1998; Geroski,
1995). Chittithaworn, Islam, Keawchana, Yusuf,
and Hasliza (2011) and Philip (2010) has found
that innovative product is among the keys to small
business success.
2.3 Networking
Networking is a key strategic dimension in external
environment in SME performance. Prior research-
ers had identified the significance of networking to
business performance (Chittithaworn, et al., 2011;
Philip, 2010). According to Morrison et al. (2003),
networking is defined as “Joiners” included multi-
participation across an extensive range of social
and business fields, placing high value on learn-
ing through networks. Based on this definition,
researchers describe networking as the participation
of all external parties to the business, either directly
or indirectly. This may include customers, suppliers,
peers, government, financial banking, business asso-
ciations, politicians and the local community. Naudé
(1998) states that access to government tender and
policies are also a contributing factor in micro busi-
nesses' performance in order to help them grow.
3.2 Significance between tourism and SMEs
The mutual significance between tourism and
SMEs activities are (a) provide business opportu-
nities, (b) employment chances (c) encourage local
economic development.
Archaeological Institute of America (2007)
(AIA) stated that tourism supports local retail
businesses such as restaurants, hotels, local crafts
and souvenir shops, while simultaneously creating
various employment chances, includes the recruit-
ing and training of guides and interpreters. Fur-
thermore, UNESCAP (2005) also contends that
tourism industry creates opportunities in local
communities, enabling the not so rich to start a
small business because capital costs for and barri-
ers to entry in this sector are relatively low and can
even be accessible.
A study done by Mbaiwa (2003) proved that
local people in Okavango Delta, Bostwana was
employed in tourism-related businesses, such as
retail, wholesale, handicraft and souvenir industry,
transportation, airlines, and also in the provision of
accommodation. Consequently this indicates that
3
DEVELOPMENTS OF TOURISM SME
PERFORMANCE IN HERITAGE SITES
CONCEPT
3.1 Rural tourism and its heritage sites
Rural areas have unique potential to attract tourists
through building a connection between rural areas
and their ethnic, cultural, historic, and geographi-
Search WWH ::




Custom Search