Ahmad, Rozila and Abdullah, Johan Eusoffe and Zainol, Noor Azimin and Ramely, Asmahany (2023) Attracting Customers Using Sustainability: A Look at The Datai, Langkawi. Journal of Business Management and Accounting (JBMA), 13 (1). pp. 57-78. ISSN 2231-9298 (e2636-9249)

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Abstract

As natural disaster becomes more common, environmental sustainability has begun to gain more attention. Many environmentalists originating from developed countries have been working towards creating awareness on global warming. Considering the conservation of the environment, the Datai’s target market is the nature lovers from rich and developed countries who are willing to pay more than RM1000 per night for a room. The objective of this case study is to discover the Datai’s sustainability initiatives in its effort to attract customers. Based on a semi-structured interview with the Datai’s Human Resource Director, it is discovered that the luxury resort that is rich in wildlife and faces the Datai Bay invested up to RM 2 million for environmental sustainability. The Datai sustainable environment initiative covers all aspects of life, addressing sustainability issues head on by raising awareness among schoolchildren, the local community, and visitors.

Item Type:	Article
Uncontrolled Keywords:	Langkawi, environmental sustainability, hotel
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	28 Nov 2023 09:04
Last Modified:	28 Nov 2023 09:04
URI:	https://repo.uum.edu.my/id/eprint/29995

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