Imej kognitif-afektif-unik pelancongan pusat pentadbiran Putrajaya daripada lensa pelancong dan penduduk

Nur Amirah Kamarus Zaman

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Type :	article
Subject :	G Geography (General)
Main Author :	Nur Amirah Kamarus Zaman
Additional Authors :	Habibah Ahmad Hamzah Jusoh Choy, Ah Choy Rosniza Aznie Che Ros
Title :	Imej kognitif-afektif-unik pelancongan pusat pentadbiran Putrajaya daripada lensa pelancong dan penduduk

Place of Production :	Tanjong Malim
Publisher :	Fakulti Pembangunan Manusia
Year of Publication :	2019
Corporate Name :	Universiti Pendidikan Sultan Idris

Abstract : Universiti Pendidikan Sultan Idris

Di peringkat global, kebanyakan pusat pentadbiran negara telah menjadi potensi besar untuk dikenali sebagai destinasi pelancongan utama. Kepelbagaian produk dan aktiviti pelancongan yang ditawarkan dan peranan simbolik di kedua-dua agenda nasional dan antarabangsa telah menjadikan destinasi ini mampu memiliki keunikan imej destinasi tersendiri. Di Malaysia, Putrajaya sebagai pusat pentadbiran negara tidak terkecuali untuk memainkan peranan situational dan fungsional ini. Walau bagaimanapun, tidak banyak kajian yang dilakukan untuk mendedahkan sama ada terdapat perbandingan antara imej yang ditanggapi oleh pelancong dan penduduk dari destinasi ini. Tujuan artikel ini adalah untuk mengenal pasti perbandingan imej kognitif, afektif, unik dan keseluruhan imej pentadbiran Putrajaya dari perspektif pelancong dan penduduk. Sejumlah 760 responden yang terdiri daripada 280 pelancong domestik, 100 pelancong antarabangsa dan 380 penduduk tempatan telah terlibat dalam kaji selidik ini. Data kajian ini menggunakan analisis deskriptif untuk memahami perbezaan dan min imej destinasi di kalangan responden. Hasil kajian menunjukkan bahawa tidak terdapat perbezaan antara perspektif pelancong dan penduduk. Pelancong dan penduduk mencerminkan Putrajaya sebagai destinasi pintar dan cekap untuk imej kognitif, berasa ceria dan meriah untuk imej afektif dan landskap yang menarik untuk imej unik. Secara keseluruhan, imej pusat pentadbiran Putrajaya dalam kalangan pelancong dan penduduk adalah baik dan saling melengkapi antara satu sama lain. Oleh itu, keseluruhan imej positif Putrajaya boleh digunakan sebagai alat promosi dan pemasaran yang berkesan dalam merealisasikan pusat pentadbiran negara sebagai destinasi pelancongan.

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