FINAL VERSION FOR APPROVAL - Sdn Bhd - WWF Malaysia

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Gunung Stong State Park Preliminary Management Plan 4. Focused promotional strategies will mean a longer gestation and promotion period, larger investments in infrastructure, and large promotion, operating and maintenance budgets, leading to a higher bottom-line. Due to the current lack of critical visitor volumes, targeting the leisure and mass tourism market is a long-term investment commitment, not a feasible option in the medium or short-term time period. There are too many examples of failed resorts in protected areas that target this market segment. The ecotourism (and nature and adventure market) is a special niche within the tourism industry. This niche is serviced by several specialist tour operators, nature and conservation magazines (Outside, National Geographic, Discovery, Asian Geographic, High). Not to be overlooked are clubs, organisations, and associations that promote conservation, nature, adventure, and ecotourism travel. Promotion and advertising strategies should be focused with these media, the nature or eco-travel operators, and associations (or clubs), within or outside the region. 5. Mode of promotion Promotional materials include billboards, advertising, guidebooks, trail-guides, website and brochures (and the CD format), and their placements must provide the maximum exposure with the least cost, to the target market. A good mode of promotion is to invite eco or nature tour operators and reporters for a familiarisation trip to GSSP. Promotional materials must have contents that appeal to naturalists, like a bird or a plant checklist, or a guide book on GSSP. 6. Placement of promotional materials 7. Regular promotion of events at GSSP and inclusion of innovative outdoor recreational activities 8. Word-of-mouth promotion To provide maximum exposure, the suggested placement of promotional materials are as follows. • Other protected areas and eco-tourism sites in <strong>Malaysia</strong> • Kelantan TIC (Tourist Information Center) • Billboards placed at entry-points such as the airport, bus station, and the Wakaf Baru train station. Other primary locations are at border towns like Rantau Panjang, and at the interstate borders with Pahang and Terengganu • Advertising must be in magazines and websites that promote conservation, nature, and travel. Kinabalu Park has the annual climbathon, while Taman Negara organises yearly festivals. Taking a leaf out of these two protected areas, GSSP can organise similar activities like the climbathon, as a promotional tool. Events should ideally coincide with the fruit season, and there must also be included elements of cultural heritage, turning it into a celebration. To diversify the activity base, the possibility of running down (by kayak or raft) the Sg. Galas, from Gua Musang to Dabong and Kuala Krai, and introduction of rock-climbing on one of the limestone hills in Dabong, could be explored. Visiting GSSP must be made to be very satisfying for visitors to recommend to their friends or make repeat trips. This is the cheapest from of promotion, and the trick is to make them feel special, or turn them into friends. 104
Gunung Stong State Park Preliminary Management Plan CHAPTER 7: 5-YEAR IMPLEMENTATION PLAN YEAR 1 NO. MILESTONES TO BE ACHIEVED 1. Establishment of the State Parks Committee and the State Parks Management Committee. 2. Preparation of the organisational structure of the GSSP, and scope of work defined. 3. Hiring of staff dedicated specifically for GSSP. 4. Standard operating procedures, systems of reporting, monitoring, controls, budgets, and realistic yearly visitor targets established. 5. Promotion and marketing plan formulated. 6. Scientific research plan formulated. 7. Establishment of the State Park Unit. YEAR 2 NO. MILESTONES TO BE ACHIEVED 1. Completion of survey and demarcation of GSSP boundaries. 2. Placement of navigational signs, warning notices, and shelters in areas suggested in the management plan. 3. Active promotion of GSSP, through websites, travel guides, brochures, and other media linkages and through MOT. 4. Active promotion of GSSP for scientific research, through networks, collaboration, and linkages with local universities and conservation NGOs. 5. Completion of GSSP guidebook and trail map. 6. Establishment of a nature interpretation centre, GSSP Field Office, interpretive trails. 7. Simple upgrading of facilities at Baha Camp and Stong Resort completed. 8. Acquisition of fixed and movable assets for the park, e.g. motorvehicles, audio-visual equipment, field equipment, scientific and research equipment, reference materials, etc. 9. Establishment of ranger posts at entrance to Semuliang Trail and Lata Kertas. YEAR 3 NO. MILESTONES TO BE ACHIEVED 1. Gazettement of GSSP. 2. Key posts within State Park Unit filled. 3. Presence of GSSP staff stepped up, frequency of patrols increased. 4. Capacity-building of GSSP staff and guides in skills areas as suggested in management plan. 5. Formation of local informer system. 5. Formation of homestay and agro-tourism operations. 6. Formation of outdoor recreation clubs. 7. Formation of school nature education clubs. 8. Formation of local Site Support Group (SSG). 105
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FINAL VERSION FOR APPROVAL - Sdn Bhd - WWF Malaysia

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