From names of places to Mahsuri's curse: exploring the roles of myths and legends in tourism

• Main Authors: Abdul Razak, Norhanim, Ibrahim, Johan Afendi
• Format: Article
• Language: English
• Published: IJBEL 2017
• Subjects: GV Recreation Leisure
• Online Access: http://repo.uum.edu.my/27778/1/IJBEL%2014%202%202017%2010%2017.pdf; http://repo.uum.edu.my/27778/; https://www.ijbel.com/vol-14-december-2017-issue-2-business/
• Institution: Universiti Utara Malaysia

In a number of past studies, it is revealed that prominent myths and legends can stimulate tourism growth, enrich tourist experience and draw attention to a specific place. Although there are several works which investigated mythological stories in the context of tourism in Malaysia, limited studies have probed into the aspects of marketing and development. Exploring myths and legends in the context of Langkawi Island is significant as it is famously branded as “Island of Legends” and there is no other place in Malaysia with an abundant of traditional tales as Langkawi. In fact, a lot of places and sites on Langkawi Island including the capital town named Kuah, mountains, hot springs, lakes and caves have enticing local myths attached to them and some of the tales have been exploited for touristic purposes. As a result of the great value of this paper which examines how myths and legends have inspired tourism growth and promotional effort of Langkawi as a tourist destination. Methodological approaches such as content analysis, interview and site visit were used to fully understand the extent of which myths and legends have contributed to the growth and promotion of this destination. In terms of tourism growth, there are many attractions which have been constructed based on popular myths and legends can be found on Langkawi Island, including Mahsuri Tomb and Cultural Centre, Legends Park and Air Hangat Village. Although, tourism officials both at state and local levels claimed that they support the growth and promotion of Langkawi as a destination synonymous with myths and legends, the utilisation of these attributes has become less visible in the current marketing efforts particularly in the promotional materials published by the local authority. Overall, findings of this paper add to the existing knowledge in the field of tourism by revealing that renowned myths and legends can stimulate the development of primary attractions and be presented to tourists in the form of tangible assets as ways to simplify or affirm the tales.