Knowledge of Resources and Visitors



Ch. 2: The Interpretive Process Model

Step 1: 

Select a tangible ;

i) Place - Malaysia
ii) Object - Kuda Kepang, Labu Sayong, Batik, etc.
iii) Event - Visit Malaysia 2020 (VMY 2020)
iv) Person - Tun Dr. Mahathir Mohamad


Step 2: 

Identify intangible meanings;

The intangible meanings more likely refer to colors used in VMY 2020's logo, as be shown above. 

Blue, Red and Yellow - Represent the colors of the national flag, Jalur Gemilang. 
Orange -  Illustrates the year-round sunshine Malaysia receives. 
Green -  Represents the abundance of nature in Malaysia. 

The brilliance of these colours is eye-catching, and invites the onlooker to take a closer look.

Step 3: Identify universal concepts.

Slogan 'Visit Truly Asia Malaysia' had been used as universal concept. Using This slogan, it enhances the pull factor for whoever that see the logo and read the slogan. This slogan defined that everyone in the world should come and visit Malaysia as one of the Asian country that full with historical places and variety of cultural diversity. This was proven by a total of 19 ethnic in Malaysia!

Step 4: Identify audience 

The Government is targeting to achieve 30 millions international tourists and make a target of RM100 billions revenues in the tourism sector as Malaysia has been identified as a country that full with heritage, natural attraction, and shopping centre.

Step 5: Write a theme statement + universal concept

"Visit Truly Asia Malaysia"

The theme statement refers to the idea to brings the uniqueness of Malaysia as one of Asian country in Asia. The strong meaning behind this 4 words will make tourist felt attracted to visit Malaysia upcoming 2020 as Malaysia were full with historical places and variety of cultural diversity.





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