DIVERSIFIED CULTURES VIA TOURISM AS SABAH’S HERITAGE: A MODELLING APPROACH USING ANALYTIC HIERARCHY PROCESS
Sabah consists of an exceedingly motley of cultures, and each one has been brought in by the various ethnic teams from their autochthonous cultures. The full population consist of at least thirty completely different ethnicities and races, and so are the range of languages and dialects. The cultural tourism promoting businesses in Sabah would have varied criteria with many places that exhibit cultural values in history and heritage of the native individuals. Factors are identified based on tourists’ preferability, especially in the selection of cultural tourism spots in Sabah as their place of visitation. Highly scored attraction factors would attract more tourists to visit the cultural spots in Sabah. Prior to the data analysis, questionnaires were randomly distributed at completely three main different cultural-tourism spots in Sabah which were Kota Kinabalu, Kudat and Kota Belud. The Analytic Hierarchy Process (AHP) decision model is developed with the help of model-building procedures, viz. the pairwise comparison and normalized matrix, inclusive weights of criteria and sub-criteria. Based on the AHP analysis, the decision criteria that have been ranked from the higher to the lower weights were Destination (0.613), Activities (0.234), Safety (0.094), Benefits (0.053), and finally to Services (0.024). These findings would ultimately help the Ministry of Tourism, Culture, and Environment of Sabah, in providing some ideas to improve on the least popular tourism spots, and hence recommend some changes for the enhancement of the Sabah tourism industry via its diversified cultures
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