Potential of Dataran Bengkoka To Be Developed As A Tourism Destinations

HUB 3214 / Research Methodology for hospitality and tourism
Research Title: Potential of Dataran Bengkoka, Pitas to be developed as a tourism destination

Researcher: Noyihin Binti Sangkong (KK1190074)
COURSEWORK/QUIZ COVER PAGE FOR FRONT COUNTER ACAD DEPARTMENT

TO BE FILLED IN THE STUDENT AND ATTACHED TO THE COURSEWORK/QUIZ
Name of Student
NOYIHIN BINTI SANGKONG
Matric Number
KK1190074
Course Code and

Name
HUB 3214 / Research Methodology For Hospitality And Tourism
Assignment Title
Research Proposal
(Potential of Dataran Bengkoka, Pitas to be developed as a tourism
destination)
Submission Date
12th DECEMBER 2012
Name of Lecturer
MISS FIONA GADIUS
For Academic Counter Staff:

Collected by:
Received Date and Stamp:
Remarks:
University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.
Page 1 of 37

TABLE OF CONTENTS
Chapter1: Introduction ........................................................................................... 1- 8
Purpose of Study ............................................................................................................. 4
Significant of Study ........................................................................................................ 4
Theoretical Underpinning ............................................................................................... 5
Research Problem ........................................................................................................... 6
Research Question .......................................................................................................... 6
Statement of Hypotheses ................................................................................................. 7
Conceptual Framework .................................................................................................. 8
Summary of Chapter ....................................................................................................... 8
Chapter 2 Literature Review ............................................................................... 9 18
Chapter 3 Research Methodology
Introduction................................................................................................................... 19
Research Design & Justification .................................................................................. 19
Time Factor ................................................................................................................... 19
Level of Analysis .................................................................................................... 19 -20
Data Gathering Method ............................................................................................... 20
Types of Data ................................................................................................................ 20
Data Gathering Techniques .......................................................................................... 21
Data Analysis Techniques ............................................................................................. 21
Selection of Subject ....................................................................................................... 22
Instrumentation & Scale .............................................................................................. 23
Validity & Reliability .................................................................................................... 24
Pilot Study ..................................................................................................................... 24
Plans for Data Analysis ................................................................................................ 25
Summary of Chapter ..................................................................................................... 25
Bibliography / References ..................................................................................... 26 27
Appendix ...........................................................................................................................

CHAPTER 1
THE PROBLEM

POTENTIAL OF DATARAN BENGKOKAS PITAS SABAH TO

BE DEVELOPED AS A TOURISM DESTINATION
Noyihin Binti Sangkong
Undergraduate Bachelor of Hospitality Management (Hons)
Faculty of Hospitality and Tourism Management (FHTM)
University of Tun Abdul Razak (Sabah Regional Center)
kk1190074@unirazak.edu.my
INTRODUCTION
Pitas is a town and a district in the Kudat Division of Sabah, east Malaysia, on the
northern part of the Borneo Island. Pitas located some 195 kilometers from Kota Kinabalu city
and 132 kilometers from Kudat town and situated in the west of Kota Marudu district, and in the
east of Beluran and Paitan district.
Pitas name in reality came from the words of NOPITAS which is the words from the
ethnic of Sungai which means broken or disconnected. At the same time the Bengkoka River was
flooded and it consequence the river was broken. So that, the name of Pitas NOPITAS
(Broken or disconnected) long lasting from that moment until today. The Pitas district was
recognized as a district in 1975, with 141, 935 hectares and the land geography is mostly hills

and shelving.
Population
Pitas population its estimated in (2006) is 38,600. The ethnic composition is mainly by
ethnic of Rungus and Orang Sungai (including Tambanuo people). The populated place; a town,
village, or other buildings where the civilization are exist for people to live and work.
The distance counted from the Pitas town;
Sanikan Ulu (25.6km)
Kanibongan (26.2km)
Kusilad (3.3km)
Senasak (7.3km)
Mempakad Laut (26.4km)
Bawang (7.3km)
Gulom (28km)
Pitas (10.4km)
Salimpadon (29.5km)
Sahab (13.1km)
Pingan Pingan (29.5km)
Dandon (13.5km)
Ladap (30.2km)
Buangin (14.6km)
Penapak (30.9km)
Kelumpang (16.4km)
Bombong Bombong (33.8km)
Tambilidon (16.4km)
Paparaun (36.6km)
Bitulong (16.4km)
Telaga (36.6km)
Ontoh (16.7km)
Gurong Gurong (40.5km)
Senaja (17.6km)
Tanjong Batu (43.7km)
Masin (22km)
Marasimsing (43.7km)
Rosob (22km)
Ismit (44.5km)
Kampong Senitanulu (23.6km)
Taritipan (47.7km)
Gumpah (23.8km)
Lok Dangkan (50.7km)
Narandang (25.6km)
Dataran Bengkokas Pitas

Yearly the Pesta Bengkoka (fishermen festival) the event was held in Mempakad Beach
which is in Dataran Bengkokas. With a beautiful sunset, the admission is free you can go by taxi,
self-drive or with a tour agent. there will be many activities will be held, such as; the cultural

shows, sea sports, traditional sports, exhibition and sell craft, the agriculture and fishery expos,
competitions of boat to decorate, fishing competitions, fireworks shows, government & private
firm fair for the new informations.
Geographic Features or Surrounding Areas
With earlier at 05:58AM of Sunrise and the Sunset at 17:59, one of the attractions in Pitas
is the Dataran Bengkoka, which is located in territorial division of Mempakad Laut (26.4km)
from Pitas town. Surrounded by the sea and the nearest island also named Bengkokas island it
seem that the Dataran Bengkokas has the own attraction to offer to the visitor who wish to see
the natural environment which is the peoples around still practices their own traditions such as
their customs and languages.
Socio Economics
Pitas is one of the poorest district in Sabah. The major occupation found by the
communities is fisherman and farmer. These two employments are the main sources of income of
the residents. In Dataran Bengkokas surroundings area the communities mainly depend on the
fisherman. From the beach you can see platform has a small hut on it, and it got light at night. It
was Bagang, a traditional fishing device used by Pitas fishermen since 1980. They place a big
fishing net in the sea bottom, using light to attract the fishes gathering above the net. When thing
looks promising, they just lift the net and collect all the fishes trapped inside the net.
Dataran Bengkokas is one of the tourism products in Pitas, which is can be declare is
still new in the tourism industry and has the potential to be develop as a tourism destination. To
get know more about this places, there is an issue which is the significant of the purpose to study
about the potential of Dataran Bengkokas Pitas to be develop as a tourism destinations.
This research study will be concerning on the tourism potential, the level of
community awareness, the role of government and the lack of facilities and infrastructure
of Dataran Bengkokas Pitas. With big hope tourism can bring more incomes to improve the
qualities of life of the local communities in Pitas.

PURPOSE OF STUDY
The purpose of this study is to identify the potential of Dataran Bengkokas Pitas to be
developed as tourism destination. From the research issues identified above, the research will be
conducted to achieve the following objectives;
I.
To identify the potential of Dataran Bengkokas Pitas to be develop as a tourism

destination.
II.
To investigate the level of communitys awareness to develop Dataran Bengkokas Pitas

as a tourism destination.
III.
To identify the role of government in developing Dataran Bengkokas Pitas as a tourism

destination.
IV.
To identify the impacts of the lack of facilities and infrastructure to the Dataran
Bengkokas Pitas as a tourism destination.
SIGNIFICANT OF STUDY
The significant of this study is to help to identify the potential of tourism destination to be
developed. This study also might encourage being more responsive about the issues in
developing tourism destination which supposed to be considered.

THEORETICAL UNDERPINNING
Community Awareness
Potential of Dataran
Bengkokas Pitas to be
developed as a tourism
destination
The Government Role
Facilities and Infrastructure
SUMMARY
The study shows that the community awareness, the role of government and facilities and
infrastructure will be affecting the potential of developing of the tourism destination
development.
The relationship between dependent variable with independent variable will attempt to be
explained through theoretical underpinning. The potential of Dataran Bengkokas to be
developed as tourism destination is the dependent variable which the variance is attempted to be
explained by three independent variables of community awareness, the role of government and
facilities and infrastructure.
Community awareness can be evaluated from their involvement in developing Dataran
Bengkokas such in promoting, participating and supporting the development. To develop
tourism destination require a high level of the government participation. The infrastructure and
facilities of destinations especially the road, transportation, water and power supply and any
other basic requirement is need to be provided or improved to attract more peoples to visit any
tourism destination.
Any tourism destination development can be successfully achieved if the issues such as
community awareness are fully understood and played, while the government roles is run and
manage properly and as well as the facilities and infrastructures are enough provided and meets
the tourist needs.

RESEARCH PROBLEMS
Based on the knowledge about the Dataran Bengkokas and previous experience while
visiting Dataran Bengkokas, there some problems identify. By means of the research question
the researcher can state the some of the problems to study.
Dataran Bengkokas has the potential to be developed as tourism destinations but the
level of community awareness in Dataran Bengkokas is not enough in developing a tourism
destination. The community participation in developing tourist destination is needed, they should
encourages and support the development. Any lack of awareness of the community will became
barriers in the tourism development.
Other than that, the government has big roles in developing tourism destination; they
should give highs support in order to develop the potential destinations. Lack of government
involvement and support has indicated slow development in tourist destination. Furthermore,
lack of access to tourism information has indicated as difficulty in managing tourism
development. Without government participation, tourism industry will not be improved.
The facilities and infrastructure also play a key role in development of tourist destination.
The infrastructure and facilities are one of the most important in developing destination. Lack of
facilities and infrastructure might be obstacles for tourism destination to be developed.
RESEARCH QUESTIONS
The research questions has been made to respond with the problems statement as stated in
research statement.
I.
II.
III.
What are the potential of Dataran Bengkokas Pitas?

What is the level of communitys awareness in Dataran Bengkokas?
What is the role of government in Dataran Bengkokas Pitas as one of the tourism
attractions?
IV.
What are the impacts of the lack of facilities and infrastructure occur in Dataran
Bengkokas?

STATEMENT OF HYPOTHESES
Alternative Hypotheses:
There is a significant relationship between the community

awareness with the potential of development in tourism
destination.
Null Hypotheses:
There
is
no
significant
relationship
between
the
communitys awareness to the potential of development in

There is a significant relationship between the roles of

government with the potential of development in tourism
destination.
Null Hypotheses:
There is no significant relationship between the roles of

government to the potential of development in tourism
destination.
There is a significant relationship between facilities

and infrastructure with the potential of development in
Null Hypotheses:
There is no significant relationship between facilities and

infrastructure to the potential of development in tourism
destination.

CONCEPTUAL FRAMEWORK
Independent Variables
Dependent Variable
I.
Community awareness
II.
The Government Role
III.
Development of Dataran
Bengkokas Pitas
Facilities and infrastructure
Independent Variables
I.
Community awareness
The level of the communitys awareness is very important in developing a tourism
destination. Without their attention any development will not successfully developed.
It will be including the level of community educations, incomes or their socio
economic level will be influence their awareness.
II.
The Government Role

The government is the responsible bodies and playing the important role in
developing Dataran Bengkokas to become one of the tourism attractions The
government are needed to provide facilities that related to tourism especially
electricity, water supply, transportation, accessible road, securities and
accommodation. Without the government attention on provides these basic facilities
any development will not ongoing well.
III.

Facilities and physical infrastructure is an important feature in any tourism attraction.
By providing better facilities and infrastructure such as electricity and water supply,
accommodation, shop lot and more is important to support any new tourism
destination. Other than that, the existence of facilities and physical infrastructure will
meet the needs and demands of the visitor
SUMMARY
From this study it is shows that the community awareness, the government roles, the facilities
and infrastructure is interrelated with the potential of developing tourism destination.

CHAPTER 2
LITERATURE REVIEW

INTRODUCTION
This chapter will discuss more on an overview of literature and mould that are related to the
research problem stated in the previous chapter. The tourism term, rural tourism concept, the
interpretations and definitions of variables will be examined in this chapter.
Tourism Definition
Tourism is one of the largest and fastest growing industries in the world. It is difficult to
defining tourism as the tourism is consisting of grouped into a single heading industry within to
the Standard Industrial Classification (SIC). As internationally agreed the definition of tourism
says that, tourism is comprises the activities of person travelling to and staying in places outside
their usual environment for not more than one consecutive year for leisure, business and other
purposes. (WTO-World Tourism Organisation)
Review of Past and Current Literature

Tourism is one of the fastest global economy growing sectors. According to Dogan
(1989), tourism has been a major source of intercultural contact and it has influenced the socio
cultural structures of most touristic countries either positively or negatively. Tourism is seen as a
way bringing people and cultures together. Developing tourism destination needs an effort in
order to develop a tourism destination; the developer should be more creative to attract more
tourists to go there. Customer is involved in the production of services and service innovation
can be seen as one of the basic characteristic of innovation within the service sector. According
to Cooper, Fletcher, Fyall, Gilbert & Wanhill (2005) most tourism throughout the world is a
leisure activity. Tourism and recreation offering take place in the same facilities and compete for

customers use of money and time.

In a word, tourism depends upon economic development and opens, free societies. It can
be immediately seen that, measured against these basic criteria, much of todays tourism
destination is a unique locations or facilities are the major exception to commoditization in the
tourism and hospitality industries. As customer grow more open to new experiences, unique
facilities and attractions, cuisines offer a growing opportunity for hotels and tourist destinations
to distinguish themselves from the competition. Consumers expectations are increasingly
soaring and they often bring points of reference from other sectors, particularly in the area of
information provision. It is happened in Dataran Bengkoka, Pitas the visitor expectation tending
to be high qualities.
To be in the market any tourism destination should have this basic element consist
attraction, infrastructure, services, location and story to attract tourist. The tourism administration,
planning, development and marketing assure more effectiveness of developing destination. For
every destination it has a unique mix of characteristics which are determined by its geographical
location, culture and history. Dataran Bengkoka, Pitas can offer the natural environment which is
the local community still practices their own traditions such as their customs and languages.
Campbell and Harald (2009) warned that there is an increasing demand for new
products in tourism. Especially nowadays, when preferences and trends of the tourism market are
highly changeable, the cultural and natural resources become more often part of travel motives,
is urgent to search the ways for unforgettable experiences that exceeds guest satisfaction.

Rural Tourism Definition

According to dictionary.com rural is referring to the countryside; rural roads are usually
fairly narrow. And tourism term already discussed earlier. Since rural tourism is difficult to
defines more explanations about rural tourism will be discuses by referring to the existing
literatures.

Davidson (1992) mention rural tourism was favored by those attracted by its associations
no over crowding, a clean environment and opportunities for healthy activities rather than just
lying on the beach. Heritage and cultural associations contributed further to the increasing
popularity while overall social change prioritizing healthy lifestyles and activity was a
contributory factor. As its simplest rural tourism could be described as tourism that takes place
in rural areas and this was an accepted understanding within the European Community.
Getz (1994) has criticized this as leading to confusion between the various term used to
described tourism in rural areas some form of which only incidentally take place there. However,
certain core values are generally implicit in the term, values that are also associated with
sustainable approaches to development and responsible tourism. These would include a degree
of local management of facilities and the participation of local people in the development of the
industry. Rural tourism would have its basis in the natural and cultural resources of the area,
although outside investment could be involved.
While Robinson (1990) suggests that the value of rusticity is in helping define rural
through associated problems, rather than virtues. Thus problems in rural areas include;
depopulation and deprivation; a reliance on primary activities; and conflicts between local needs

and legislation emanating.

The purpose of rural tourism is discussed in this study as reflect to the location of
research site (Dataran Bengkoka Pitas), which located in one of the poorest district in Sabah. So
that many concern towards the rural tourism might occur and will be discussed more. As stated
by The Organization for Economic Cooperation and Development (OCED, 1993) offers:
Rural areas comprise the people, land and other resources, in the open country and small
settlements outside the immediate economic influence of major urban settlements. Rural is a
territorial or spatial concept; it is not restricted to any particular use of land, degree of economic
health or economic sector.
And The Scottish Rural Partnership Fund (1999) uses a definition that defines rural as:
1). Local areas which have a population density of less than 100 persons per square kilometer, all
of whose area is regarded as rural except for settlements with a population of more than 10, 000;
2). Post code sectors which have a population density of less than 100 persons per square
kilometer lying within the areas of all Scottish local authorities.
Lane (1994) suggested three main characteristic of rural areas: 1). population
density/settlement size. 2). activities. 3). Social structures.
Although whole Pitas district
population its estimated in (2006) are 38,600. But the total of population in Kampung
Mempakad Laut, Pitas is approximately around 667 peoples in (2004). Until now Pitas district
less recognized and the only tourism product that can offering to visitor is the Dataran Bengkoka
itself.
Burton (1995) identified board categories of special types of rural tourism in nature
based tourism, according to tourist motivations. Each has distinct implications for destination
management. As discussed by Sharpley (1997) establish rural tourism will cause the community

change significantly structural change is taking place, the rural population is aging as young
people migrate to urban areas to find works and perhaps excitement. And supported by Lane
(1994) in other cultural and social change is occurring as new comers settle in villages to escape
the pressure and high costs of urban living. From this overview it can claims that the Dataran
Bengkoka Pitas is one of the rural tourism site in Sabah which can attract more peoples to
visiting there at the same time improving the quality life of local community around Kampung
Mempakad Laut Pitas.
DEFINITION OF VARIABLES (Independent Variables)

Communitys awareness
Definitions
According to Oxforddictionaries.Com, awareness defines as the knowledge or perception of a
situation or fact; a concern about and well-informed interest in a particular situation or
development. And according to Dictionary.com awareness is the state or condition of being
aware; having knowledge; consciousness. It is more about a knowledge or understanding of a
subject, issues or situation. The awareness from the government and local community are
important in order to develop destination.

According to Godfrey & Clarke (2000) communities are the focal point for the supply
of accommodation, catering, information, transport, facilities and services for tourism
development. Local communities must organize themselves to be more effective role in
development and interact with government. They must be able to identify the potential of tourism

resources and attraction within their communities and support responsible tourism and
community development. As discussed by Howie (1999) the basic premise of community
involvement in compressive planning is that active participation is good for the resident area,
allowing them as principal stakeholder, to influence the future development of their locality. And
Herbert (1997) wrote continuous monitoring and evaluation was seen as an essential
requirement followed up by appropriate reaction, with a comprehensive strategy agreed by many
players including the local residential and business communities.
Furthermore according to Davidson and Maitland (1997); the hospitality and perceived
warmth and friendliness of the host community affect both image and attractiveness of the
destinations and the satisfactions tourist gain from their visit. A places image is fundamental,
since tourist do not visit place of which they have never heard, or which they find unattractive.
Murphy (1985) wrote; It is the citizen who must live with the cumulative outcome of
such (tourist) developments and needs to have grater input into how his community is packaged
and sold as a tourist product. And discussed by Howie (2010) concerning for the resident
communities within actual or potential tourism destinations has rightly moved to centre stage in
consideration of tourism planning and development. At this stage in the development of tourism
a more critical perspective is generally taken of tourisms obligations towards resident
communities. This is undoubtedly right, remarkably since the early phase of tourism
development was based on the assumption that tourism can only be a good thing for residents.
Howie (1999), mention that one of the tourism destination goals is to developing the
tourism industry, while the community is to maximizing selected positive impacts while
minimizing potential negative impacts towards any tourism developed. First it is essential with
local community in Kampung Mempakad Laut Pitas to identify the possible impacts. Grouping

the impacts into categories shows the types of impacts that could result from developing tourism
in the local community of Kampung Mempakad Laut Pitas.
The government role

Definitions
According to Dictionary.com, role is part played by someone, in a play or film; part played by
someone in real life. While the government define as the system of ruling a country; central
government is the main organization, dealing with the affairs of the whole country while local
government is the organizations dealing with the affairs of small areas of the country, such as
towns and counties and the provincial government or state government is the government of a
province or state. The people or political party which represent governs; in government
department section of the government with a particular responsibility.

Cavaye (2000) reported that the support of the government through a technical assistance
can be limit building capacity. Yet at the same time, government can also develop partnerships
that foster community capacity building for tourism development. Thurso (2002) discuss the
government should be involved in tourism is acknowledging in most countries. Where that
involvement should be located i.e. in which government department is subject to changing
attitudes towards the industry and consequently the tourism policies that are formulated for it.
While according to Hartley and Cooper (1993), Public sector policy objectives which
may be sought from tourism include the creation of income and wealth; job creation; maintaining
and improving the image of the area, its environment and the quality of life; maintaining and

improving links within and between nations; and contributing to the nations balance of
payments position. And Ward (1989) mentioned that the underlying motive of government
support of tourism is political gain; if this is so then tourism will be favorably supported
government by policy and other instrument. The government participation in providing an
attraction can allow public to having the entertainment, interest and at same time it can educated
and motivated people. It is also capable to attract tourist, day visitors and local resident.
Foley and Martin (2000) discussed a labour government was elected to power into their
objectives a shift towards providing funding for regeneration and development with stronger role
for community consultation and involvement. Their strategies of regeneration came through
monitoring local services including employment, housing, crime prevention and education.

Definitions
According to Dictionary.com, infrastructure can be defines as the basic physical and
organizational structures and facilities (e.g. buildings, roads, power supplies) needed for the
operation of a society or enterprise; and the facilities define as the equipment which can be used
for large commercial building.

Ritchie and Goeldner (1994) identify a destination appeal to be a factor of tourism
destination competitiveness referring to the destination attractor general infrastructure, basic
services, access and transportation facilities and uniqueness. While Ritchie and Jonker et al.
(2004) discussed the actual tourism market is getting more and more aggressive due to the

growth of competitor destinations and the improving quality of those already established. New
processes for tourism development need to be established to promote activities that will fulfill
the need of tourists and visitors while providing employment and wealth for local communities.
Transport is fundamental to tourism, as contemporarily define; the activities of persons
travelling to staying in places outside their usual environment for not more than one consecutive
year for leisure, business and other purpose according to WTO (1994). And Howie (2010)
supported that a basic requirement in a destination in tourist accommodation preferably a range
of accommodation types appropriate to the place. A full range would include budget through to
luxury accommodation but this might not be necessary in all destinations, depending on their
target market for tourism. The integration of accommodation into wider life the place is a further
consideration.
Dependent Variable
Development
Definitions
According to Dictionary.com, development is the process of developing or being developed; a
specified state of growth or advancement; a new and advanced product or idea; an event
constituting a new stage in a changing situation; the process of converting land to a new purpose
by constructing buildings or making use of its resources; an area of land with new buildings on it;
process of starting to be affected by an ailment or feeling.

Howie (2010) noted destinations are places where tourism has developed spontaneously
or has been actively encouraged. That passive or active process is influenced by the prevailing

social, cultural, environment, economics, and political contexts within place in which it develops,
as well as by the purposeful drives of the businesses and other agencies that wish to develop
tourism for their own specific commercial or other reasons. Resources require some from of
development in order to have utility according to Wilkinson (1994) resources are attributes of
the natural world that are no more than neutral stuff until a combination of increased
knowledge, expanding technology, and changing individual and societal objectives result in their
presence being perceived, their capacity to satisfy human wants and needs being recognized, and
the means to utilize them being devised.
Muller (2001) wrote although tourism has achieved a high degree of development in our
part of the world, structures in many destinations are still inefficient. To prevent the resultant
defensive attitudes, those affected must be given an active role. The purpose of greater
participations in tourism development at particularly destinations is needed. It would be difficult
but not impossible to determine the impacts of such development on the image of Dataran
Bengkoka Pitas.
Perhaps giving more contemporary view referring to Gunn (1988) suggested that all
destinations share common characteristics and that recognition of this would facilitate their
design and development. He referred to the work of Mathieson and Wall (1987) who listed key
characteristic of destinations as; natural environment features and processes; economic structure
and economic development; social structure and organisation; political organisation; level of
tourist development.

CHAPTER 3
RESEARCH METHODOLOGY

INTRODUCTION
This chapter will present the ways of conducting the whole research. This includes the purpose
of the research, sample size targeting and selecting, data collection methods and data analysis
methods.
Research Design and Justification

The research design appropriate for this study is the combination of exploratory and
descriptive designs. It is an exploratory study since the dimensions and the depth and extent of
the findings on the site is relatively unknown. While descriptive study since the outcome of the
study represents a description of the various resources to be examined. It is aimed at
investigating the availability and condition of the resources.
Time Factor
This will be a cross-sectional study whereby primary data will be collected at the site for
few days and published or secondary information will be gathered during the course of the study
which is the three months period from September until December 2012.
Level of analysis
Level analysis is about who or what that being studied. Through this study it will include
a few unit of analysis which is; (1) Local community of Dataran Bengkokas (Kampung
Mempakad Laut Pitas), (2) Authorities bodies and local authorities of Pitas (Pejabat Daerah
Pitas), (3) The community leaders (Pengerusi Jawatankuasa Keselamatan Kampung JKKK &
Ketua Kampung of Kampung Mempakad Laut Pitas), (4) The state government of Sabah (Sabah

Tourism Board), (5) The agencies (Private Sector) that provides facilities in Dataran Bengkokas,
(6) Individual that influencing the decision making in developing Dataran Bengkokas
(Politicians) and (7) The organization, employees and groups of Dataran Bengkokas. This unit
of analysis will help to develop an understanding of the potential of tourism destination be
developed. The targets of this research are the communities, the governments or agencies and the
local peoples at Mampakad Laut Pitas areas.
Data Gathering Methods

Types of Data
There are two types of data that were used in this research, primary data and secondary
data. Primary Data will be collected via observation and generated by survey which is include
questionnaire, interview and observations with the local community of Dataran Bengkokas,
authorities and local authorities of Daerah Pitas (Pejabat Daerah Pitas), the community leaders of
Kampung Mempakad Laut Pitas and agencies in Dataran Bengkokas. Secondary data will be
derived from published information such as statistical data from the tourist office and state
development authority, research reports (thesis, and journal articles) and published data by Sabah
Tourism Board and Tourism Malaysia.

Data Gathering Techniques

In this study, on the whole, two principle means of data collection which is the primary
data and secondary data will be utilized; primary data gather mainly through (1) Interview with
the local community, leader and local authorities in Kampung Mempakad Laut Pitas, and (2)
Survey by distribute a questionnaire to local community in Kampung Mempakad Laut Pitas and
to the management of Dataran Bengkokas. By using this method we could identify the level of
community awareness, the government roles, the facilities and infrastructure provided in
developing tourism destination.
Data Analysis Techniques

There are two types of data analysis were used in this research which is primary analysis
and secondary analysis. Primary analysis is the analysis of data in a research study while the
secondary analysis is the re-analysis of data for the purpose of answering the original research
question with better statistical techniques or answering new questions with old data.
After all the information has been obtained, a computer program for statistical analysis which
called Social Statistical Package (SPSS) use to analyze data that have been collected and keyed
in. This type of analysis will increase the reliability and the validity of this research. This
analysis is to determine the factor that affects the potential of Dataran Bengkokas Pitas to be
developed as tourism destination.

Selection of subjects
Sample is a small group drawn from the population and contains the characteristics of the
population. Select sample that will facilitate the analysis to be made of the data. A sampling
frame is a list of all the sampling units available for selection at a stage of the sampling process.
At the final stage, the actual sample is drawn from such a list. Some of the creative thinking in a
research project may be related to the specification of a sampling frame.
Sample can be divided into two types which is probability and non-probability. In
probability sampling, each element of the population has a known chance of being selected for
the sample. There are 4 types of probability sampling which is random sampling, stratified
sampling, systematic sampling and cluster sampling. In non-probability sampling, the selection
of a population element to be part of the sample is based in some part on the judgment of the
researcher. There are three types of sampling which is judgmental, quota and convenience
sampling.
For this study, the probability types will be implemented and used more through random
sampling it is to estimate the information without being prejudiced to the selected samples. 100s
of sampling size will be selected which is from the local community, the visitor who have been
visited the Dataran Bengkokas and also the local authorities of Kampung Mempakad Laut Pitas.

Instrumentation and scale

The researcher was using Likert scale under ratio scale for this questionnaire survey. It
measures the magnitude of the difference and the proportions in difference. Likert scale contains
individuals respond with varying degree of intensity on a scale ranging between extremes. The
score of the responses are summed and averaged to yield an individuals attitude score.
There are 5 sections in the study of potential of Dataran Bengkokas to be developed as a
tourism destination questionnaire survey. Section A is Demographic information which is
having 4 basic questions about gender, age, and education level and also job profession. It is
a description of individual characteristic. Section B, C, D and E are measurement of each
variable. Section B: The level of community awareness. Section C: The government role.
Section D: Impacts of the lack of facilities and infrastructure and Section E: The tourism
destination development potential.
Every section in the questionnaire has five questions except for section A which is the
demographic information that only have four basic questions. The sums of questions for each
section are five questions only; it is to avoid error when keyed in to Social Statistical Package
(SPSS). The correlation of respondent are put in number form which is from 1 to 5. This means
there are 5 different ranks: 1= Strongly Agree 2= Agree 3= Neutral 4= Disagree and 5= Strongly
Disagree.

Validity and Reliability

Validity is defined as the extent to which any measuring instrument measures what it is
intended to measure. While reliability concerns with the extent to which any measuring
procedure yields the same results on repeated trials. Likert scales measurement are the most
widely used measuring scale and Likert scale are great deal to used because it has fived choice
response formats and designed to measure attitudes or opinions.
Pilot Study
Before questionnaire is ready to apply pre tested has to be done. The purpose of the pretest is to ensure whether the ideas in each question are understandable to the respondent. Small
sample survey will be conducted to allow the researcher measure for any errors in grammar,
general layout format and the entirety of the instrument.

Plans for Data Analysis

Hypotheses:
There is a significant relationship between the community

awareness with potential of development in tourism destination.
Null Hypotheses:
There is no significant relationship between the community

awareness to the potential of development in tourism destination.
Hypotheses:
There is a significant relationship between the roles of government

with the potential of development in tourism destination.
Null Hypotheses:
There is no significant relationship between the roles of

government to the potential of development in tourism destination.
Hypotheses:
There is a significant relationship between facilities

and infrastructure with the potential of development in tourism
destination.
Null Hypotheses:
There is no significant relationship between facilities and

infrastructure to the potential of development in tourism
destination.
CHAPTER SUMMARY
In this chapter, researcher tries to summarize the concepts and the relationship among the
variables by doing the research hypotheses. Besides, it also determines the research method that
includes the research design, data gathering methods, instrumentation and scale and the data plan
analysis.

BIBLIOGRAPHY / REFERENCE
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Campbell and Harald (2009) Community-based Tourism: Between self-determination and market
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Cooper, Fletcher, Fyall, Gilbert & Wanhill (2005) Tourism: Principles and Practice, 4/e plus
Companion Website with Gradetracker Student Access Card: Tourism 4th Edition:
Principles and Practice, 4/e
Davidson, R. (1992) European rural tourism in Tourism in Europe. Pitman. London.
Davidson, R. and Maitland, R. (1997) Tourism Destinations. Hodder & Stoughton. London.
Foley, P. and Martin, S.J. (2000) Perception of community led regeneration; an analysis of
community and government viewpoints. Regional Studies 34, 783-7.
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(1994) Travel, Tourism and Hospitality Research (2nd edition). John Wiley and Sons Inc.
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planning and marketing. London: Continuum.
Gunn, C.A. (1988) Vacationscape: Designing Tourist Areas. Van Nostrand Reinhold. New York.
Hartley, K. and Cooper, N. (1993) Tourism Policy: market failure and public choice and
perspectives on tourism policy. In P. Johnson and B. Thomas (eds) Mansell.
Herbert, S. (1997) Community involvement in small scale tourism initiatives: new ideas in
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Howie, F. (2010) Managing Tourist Destination. Cengage Learning EMEA. United Kingdom.
Howie, F. (1999) Ordinary places in G. Richards (ed.) Tourism and sustainable community
development. Rutledge. London.
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Scientific and Technical. Harlow, Essex.
Muller, H. (2001) Tourism and hospitality into the 21st century. Reed Educational and Muurphy,
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Ritchie, R.J.B. and Goeldner, C. (eds) (1994) Travel, Tourism and Hospitality Research (2nd
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pp. 2371.
Sharpley, R.J. (1997) Rural Tourism: an Introduction. International Thompson Press. London
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World Travel Organization (1994)

APPENDIX
APPENDIX A: Questionnaire Survey
APPENDIX B: Figures of Dataran Bengkoka
Pitas

APPENDIX A
QUESTIONNAIRE SURVEY (Kaji Soal Selidik)
My name is Noyihin Sangkong. Im an undergraduate student from University Tun Abdul Razak
(UNIRAZAK) Sabah Regional Center, Bachelor in Hospitality Management Course. Im conducting a
survey about the potential of Dataran Bengkoka, Pitas to be developed as tourism destination. The result
of this questionnaire will be kept confidential and will only being used for the benefits of this study.
Thank you for your kind cooperation.
(Nama saya Noyihin Sangkong. Saya adalah mahasiswi daripada Universiti Tun Abdul Razak
(UNIRAZAK) Sabah jurusan Ijazah Sarjan Muda Pengurusan Hospitality. Saya sedang menjalankan
kajian mengenai potensi Dataran Bengkoka, Pitas untuk dibangunakan sebagai destinasi pelancongan.
Hasil kajian yang diperolehi melalui borang kaji soal selidik ini akan dirahsiakan dan hanya digunakan
untuk rujukan pembelajaran.Terima kasih atas kerjasama anda.)
SECTION A: DEMOGRAPHIC INFORMATION (Please tick / Sila tanda )

1) Age (Umur)
17-20
21-25
26-30
31-40
Others
2) Gender (Jantina)
Male (Lelaki)
Female (Perempuan)
3) Educational Level (Tahap Pendidikan)

None (Tiada)
Read and Write (Tahu membaca dan menulis)
PMR
SPM/STPM
DIPLOMA
DEGREE
4) Job Profession (Perkerjaan)

None (Tiada)
Government Sector
Private Sector
Study
Self Employed (Bekerja Sendiri)
Others (Lain Lain)

Please circle one response for each of the following; 1= Strongly Agree 2= Agree 3= Neutral 4=
Disagree and 5= Strongly Disagree
SECTION B: COMMUNITY AWARENESS
1. Local community plays role in developing
Strongly
Agree
1
Agree
Neutral
Disagree
Strongly
Disagree
5
Strongly
Agree
1
Agree
Neutral
Disagree
Strongly
Disagree
5
tourist destination.
2. Local community plays role in promoting their

tourism product, culture and uniqueness.
3. Local community is participating in every
activity organized in Dataran Bengkoka.
4. The local community is completely aware about
their roles in developing tourist destination.
5. Local community should be more aware with
the benefits of tourism industry developed.
SECTION C: THE GOVERNMENT ROLE
1. Local government plays their role in developing

2.
3.
4.
5.
tourist destination.
Government gives high support in developing
Dataran Bengkoka Pitas.
Government constantly organizes activity about
tourism for the local community.
Government plays role in improving the quality
of the tourism product in Dataran Bengkoka
Pitas.
I am satisfied with the government role in
Dataran Bengkoka Pitas.

SECTION D: FACILITIES AND INFRASTRUCTURE
6. I am satisfied with the water & electricity

supply provided.
7. I am satisfied with the grocery premises
provided.
8. I am satisfied with the parking lot provided.
9. The transportation should be improved.
10. The waste management should be improved.
Strongly
Agree
1
Agree
Neutral
Disagree
Strongly
Disagree
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
SECTION E: THE TOURISM DESTINATION DEVELOPMENT POTENTIAL

Strongly
Agree
1
Agree
Neutral
Disagree
Strongly
Disagree
5
1.
Tourism destination development creates more

opportunities for the local community.
2.
Tourism destination development creates more

incomes for the local community.
3.
Tourism destination development improves the

qualities of life the local community.
4.
More aggressive tourism promotions need to be

made.
5.
I am satisfied with the development progress in

Dataran Bengkoka, Pitas.
THANK YOU VERY MUCH FOR YOUR TIME AND COOPERATIONS.

(TERIMA KASIH ATAS MASA DAN KERJASAMA ANDA)

APPENDIX B
Figures: Dataran Bengkokas Pitas Signboard, Dataran Bengkoka Pitas Jetty & etc...

Potential of Dataran Bengkoka To Be Developed As A Tourism Destinations

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HUB 3214 / Research Methodology for hospitality and tourism

Research Title: Potential of Dataran Bengkoka, Pitas to be developed as a tourism destination

COURSEWORK/QUIZ COVER PAGE FOR FRONT COUNTER ACAD DEPARTMENT

NOYIHIN BINTI SANGKONG

Course Code and

HUB 3214 / Research Methodology For Hospitality And Tourism

12th DECEMBER 2012

MISS FIONA GADIUS

For Academic Counter Staff:

Received Date and Stamp:

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

HUB 3214 / Research Methodology For Hospitality And Tourism

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

POTENTIAL OF DATARAN BENGKOKAS PITAS SABAH TO

HUB 3214 / Research Methodology For Hospitality And Tourism

Sanikan Ulu (25.6km)

Mempakad Laut (26.4km)

Pingan Pingan (29.5km)

Bombong Bombong (33.8km)

Gurong Gurong (40.5km)

Tanjong Batu (43.7km)

Kampong Senitanulu (23.6km)

Lok Dangkan (50.7km)

Dataran Bengkokas Pitas

HUB 3214 / Research Methodology For Hospitality And Tourism

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

To identify the potential of Dataran Bengkokas Pitas to be develop as a tourism

To investigate the level of communitys awareness to develop Dataran Bengkokas Pitas

To identify the role of government in developing Dataran Bengkokas Pitas as a tourism

HUB 3214 / Research Methodology For Hospitality And Tourism

The Government Role

Facilities and Infrastructure

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

What are the potential of Dataran Bengkokas Pitas?

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

There is a significant relationship between the community

communitys awareness to the potential of development in

There is a significant relationship between the roles of

There is no significant relationship between the roles of

There is a significant relationship between facilities

There is no significant relationship between facilities and

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

The Government Role

Facilities and infrastructure

The Government Role

Facilities and infrastructure

HUB 3214 / Research Methodology For Hospitality And Tourism

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

Review of Past and Current Literature

HUB 3214 / Research Methodology For Hospitality And Tourism

customers use of money and time.

University of Tun Abdul Razak (UNIRAZAK) Sabah Regional Center, 2012.

HUB 3214 / Research Methodology For Hospitality And Tourism

Rural Tourism Definition

Review of Past and Current Literature

HUB 3214 / Research Methodology For Hospitality And Tourism