Marketing Sarawak's Ecotourism through Web 2.0

This report examines the growth of internet marketing in the context of ecotourism, with a focus on activities in Sarawak, one of two Malaysian states on the island of Borneo. As detailed here, "Web 2.0" is a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services. This paper discusses the effectiveness of Web 2.0 as a marketing tool for ecotourism Sarawak through active participation of travelers, travel agencies, and conservation groups to people around the globe.

Referencing Martha Honey's (1998) book "Ecotourism and Sustainable Development", the report identifies the following 6 defining points of "ecotourism": involves travel to natural destinations; minimises impact; builds environmental awareness; provides direct financial benefits for conservation; provides financial benefits and empowerment for local people; and respects local culture.

Taking into account the above in the context of Web 2.0, the author asserts that: "...in promoting ecotourism, adventure travel, rural tourism, and community-based travel, attractive web is very essential for an effective marketing. In many ways, the Web and ecotourism are evolving together providing information and ways of active participation to people around the globe. Through Web 2.0, users are able to see people making connections, regardless of distance....Via the Web 2.0, users relate to each other by affinity rather than vicinity. And when travelers do travel across town or to the ends of the world, they simply need the right information at the right time to make their journey successful." Especially cited here is the importance of Web 2.0's ability to expose potential customers to 3D pictures to enhance their knowledge about products and services, garnering a feeling of "being there". "Such picture-related effects could well be associated with customers' brand attitude, product knowledge, and purchase intention."