International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Tracing the Malaysia Tourism Lifecycle and Strategy Assessment from the First Malaysia Plan to Ninth Malaysia Plan
Noor ZatulIffah Hussin

Butler’s destination life cycle pass through a predictable sequence of six stages: exploration, involvement, development, consolidation, stagnation and decline. Conceptually, each stage of the tourism life cycle is differ thus required a distinctive strategy to achieve sustainable destination. In exploring this association, an analysis of an archival data from the 1965 (First Malaysia Plan) up to 2010 (Ninth Malaysia Plan) by applying the qualitative method, as opposedto quantitative method, will help to develop an explanation of the phenomena.Based on the analysis, Malaysia is on the development stage and it was suggested that currently the strategies used to prevent the decline of destinationis related to a strategic options discussed by Andriotis.

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