UPSI Digital Repository (UDRep)
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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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