Dynamics of Niche Tourism in Malaysia
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- ISBN 9781806863167
- Dimensions: 152 x 229mm
- Publication Date: 01 Jun 2026
- Publisher: Emerald Publishing Limited
- Publication City/Country: GB
- Product Form: Hardback
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Dynamics of Niche Tourism in Malaysia explores the evolving landscape of Malaysia’s tourism industry, with a particular focus on the potential of niche tourism to drive sustainable growth. The book examines a wide range of specialised tourism segments—including nature based tourism, experiential travel, medical and wellness tourism, responsible, luxury, wedding, Muslim-friendly, and gastronomic tourism —and evaluates their role in reinforcing Malaysia’s position as a diverse and distinctive destination. Drawing on national strategies such as the Malaysia Truly Asia campaign and the Tourism Malaysia Marketing Plan 2022–2026, the text highlights the efforts of various stakeholders in navigating ongoing challenges related to business rejuvenation, infrastructure, and policy alignment.
Combining industry data, strategic analysis, and technological insights, the book also investigates how digital transformation is reshaping tourist engagement and service delivery. Key chapters address the socio-cultural, environmental, and economic impacts of niche tourism, as well as the implications for long-term sustainability. An essential resource for scholars, students, policymakers, and practitioners seeking a deeper understanding of the dynamics shaping Malaysia’s tourism sector and the strategic opportunities within niche markets to achieve sustainable tourism development.
Thinaranjeney Thirumoorthi is a senior lecturer in the Management and Marketing Department, Faculty of Business and Economics, Universiti Malaya, Malaysia.
Farzana Parveen Tajudeen is a Senior Lecturer in the Department of Decision Science, Faculty of Business and Economics, Universiti Malaya, Malaysia.
