Arkeopelancongan Lembah Bujang: Potensi dan Strategi Pemasaran daripada Sudut Pemain Industri
DOI:
https://doi.org/10.32890/jeth2025.5.11Keywords:
Lembah Bujang, produk pelancongan ikonik, produk pelancongan sampingan, potensi tapak, strategi pemasaran, penyelidik di lapangan, Bujang Valley, iconic tourism products, ancillary tourism products, site potential, marketing strategiesAbstract
Penyelidikan arkeologi Lembah Bujang telah mendedahkan bukti-bukti sejarah, budaya dan warisan yang unggul dan mampu dipasarkan sebagai produk pelancongan warisan khususnya di dalam lingkungan arkeopelancongan sebaris dengan tapak-tapak arkeopelancongan di rantau ini dan negara-negara Komanwel. Oleh hal yang demikian bagi memlengkapkan kajian, beberapa metodologi telah diaplikasikan termasuklah survei makmal yang merangkumi rumusan terhadap kajian terdahulu, serta laporan di jabatan kerajaan khasnya data daripada pihak Jabatan Muzium Malaysia. Selain itu, survei lapangan yang merangkumi aktiviti turut serta terhadap program pelancongan yang dianjurkan turut dilakukan bagi mengesahkan lagi potensi arkeopelancongan di kawasan ini secara maksimum. Hasil-hasil kajian akademik yang telah dijalankan sejak 1800 telah membuktikan wilayah ini mempunyai hubungkait sejarah yang rapat bermula dari prasejarah sehingga era kolonial. Produk-produk pelancongan ikonik yang dikenal pasti ialah geopelancongan, arkeopelancongan dan biopelancongan (Jerai Geopark, Tamadun Awal Sungai Batu, Estuari Sungai Merbok dan hutan hujan khatulistiwa) serta produk-produk sokongan pelancongan yang lain seperti sejarah, agro, rekreasi-eko, budaya, kesihatan, pendidikan, sukan dan gastronomi klasik yang saling melengkapi antara satu dengan yang lain. Malah setakat ini kawasan Lembah Bujang sudah terdapat persatuan pelancongan, usahawan komuniti, pengendali bot ke pulau-pulau, pengusaha chalet dan operator-operator yang menyediakan pakej-pakej pelancongan ke lokasi geotapak. Perkara ini akan menyemarakkan aktiviti pelancongan dengan pelibatan komuniti tempatan. Kekuatan arkeopelancongan Lembah Bujang ialah pelawat berpeluang mendapat penerangan dan lawatan tapak daripada penyelidik sendiri yang berpengalaman terlibat di lapangan dengan data-data yang lebih tepat dan terperinci serta tidak terlalu bersifat akademik dengan bayaran lawatan yang berpatutan. Hal ini akan banyak membantu ejen-ejen pelancongan serta pemain industri secara holistik dalam usaha mempromosikan dan memasarkan tapak-tapak warisan lain di dunia.
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