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Type :thesis
Subject :Q Science
Main Author :Phoon, Gar Chi
Title :Tourism service design: promoting Malaysian culture through national identity at Kuala Lumpur International Airport
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2019
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
Airport is a great place to exhibit local values and the spirits of a country. The purpose of this study was to explore how airports can become a potentially an immersive space that evokes the  local culture to create a sense of place for travellers. Nine international participants were  selected from Asia, Europe and America countries with different educational background. Qualitative  data collection methods included one month ethnographic observation, service design workshop and  interviews. The first phase of data collection methods consists of gaining customers’ insight from  various instruments such as persona, user journey map and role play simulation. These instruments  were applied to understand the customer’s journey and user experience from a specific persona’s  perspective. Followed by second phase, semi-structured interviews with a brand expert. The data  were analysed using a qualitative data analysis program, NVivo12, to develop ‘coding’ process.  Results show introducing the Malaysian culture in the airport through showcasing video of local  attractions; games and arts; local music; providing a taste of local food; promoting on Borneo  cultural features; providing local culture ambience; digitalisation; seasonal events; constructing  identity through festivals and utilising various local musical instruments. The implication of this  study will help the KLIA to promote our local culture and identity within the context of airport  service environment and becomes one of the most important tourists’ attractions for Malaysia.  

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