Keberkesanan Laman Sesawang dalam Mempengaruhi Lawatan Edupelancongan Kampus
(Website Effectiveness in Affecting Campus Education Visits)
Abstract
Pelancaran edupelancongan oleh Kementerian Pengajian Tinggi telah membuka peluang kepada universiti untuk berkongsi pengalaman kepada orang luar, tidak kira mereka sebagai pelawat atau bakal pelajar di sesebuah universiti itu. Salah satu inisiatif yang digunakan oleh pihak universiti ialah pembinaan laman sesawang edupelancongan. Walau bagaimanapun, dapatan awal menunjukkan bahawa laman ini kurang menarik perhatian awam terutama dalam menggalakkan mereka mengunjungi tapak pembelajaran di sesebuah universiti. Makalah ini bertujuan untuk menganalisis keberkesanan laman sesawang dalam mempromosikan produk edupelancongan berasaskan kerangka 8P. Pemetaan dan penyampaian laman sesawang dikaitkan dengan elemen penting bersandarkan 8P. 8P dalam teknik pemasaran ialah Produk (Product), Harga (Price), Tempat (Place), Promosi (Promotion), Proses (Process), Pengguna (People), Bukti Fizikal (Physical Evidence) dan Produktiviti dan Kualiti (Productivity & quality). Dalam menganalisis laman sesawang, kaedah kualitatif digunakan. Kajian ini telah menganalisis kesemua laman sesawang institut pengajian tinggi awam; melibatkan enam buah universiti yang menubuhkan laman sesawang edupelancongan iaitu Universiti Utara Malaysia (UUM), Universiti Teknologi Malaysia (UTM), Universiti Putra Malaysia (UPM), Universiti Teknologi Mara (UiTM),Universiti Malaysia Sabah (UMS) dan Universiti Sains Malaysia (USM). Hasil kajian mendapati kesemua laman sesawang mengambilkira pemetaan laman sesawang untuk mempromosi dan memperkenalkan produk edupelancongan. UiTM hanya menitikberatkan pencirian produk, pemegang taruh dan produktiviti dan kualiti, manakala UMS pula menitikberatkan pencirian produk, proses, pemegang taruh, bukti fizikal, produktiviti dan kualiti dan promosi. UTM pula memfokuskan dalam pencirian produk, pemegang taruh, bukti fizikal,produktiviti dan kualiti serta promosi. Berbeza dengan UPM dan USM, UPM merangkumi semua pencirian 8P kecuali produktiviti dan kualiti dan pemegang taruh manakala USM merangkumi kesemua pencirian 8P kecuali produktiviti dan kualiti. Bagi UUM, laman sesawang miliknya, merupakan laman sesawang yang tidak begitu produktif di mana UUM hanya menyediakan poster dan tarikh penting program edupelancongan. Kesimpulannya tidak semua universiti mempraktikkan kesemua pencirian 8P dalam membangunkan laman sesawang mereka, sebaliknya lebih menumpukan perincian produk dengan memaparkan galeri dan video untuk menarik minat pelancong.
Kata kunci: edupelancongan, laman sesawang, 8P, pemasaran, atas talian.
ABSTRACT
The launching of edutourism by the Ministry of Education has opened the opportunity for the university to share experiences with outsiders, regardless of whether they are visitors or prospective students in a university. One of the initiatives used by the university is the construction of an edutourism website. However, preliminary findings suggest that the site is less attractive to the public especially in encouraging them to visit the learning site at a university. This paper aims to analyze the effectiveness of websites in promoting 8P framework based on products. The mapping and presentation of the website is linked to an important element of 8P. 8P in marketing techniques are Product, Price, Place, Promotion, Process, People, Physical Evidence and Productivity and Quality. In analyzing websites, qualitative methods are used. This study analyzes all websites of public institutes of higher learning; involving six universities set up an education website namely Universiti Utara Malaysia (UUM), Universiti Teknologi Malaysia (UTM), Universiti Putra Malaysia (UPM), Universiti Teknologi Mara (UiTM), Universiti Malaysia Sabah (UMS) and Universiti Sains Malaysia (USM ). The findings show that all websites take into account website mappings to promote and introduce educational products. UiTM only emphasizes product characterization, stakeholders and productivity and quality, while UMS emphasizes on the characterization of products, processes, stakeholders, physical evidence, productivity and quality and promotion. UTM focuses on product characterization, stakeholders, physical evidence, productivity and quality as well as promotions. Unlike UPM and USM, UPM covers all 8P characterizations except productivity and quality and stakeholders while USM covers all 8P characterizations except productivity and quality. For UUM, his website, is a non-productive website where UUM only provides posters and important dates of educational programs. In conclusion, not all universities are practicing all 8P's characterization in developing their website, but rather focusing on product details by featuring galleries and videos to attract tourists.
Keyword: Edutourism, Website, 8P, Marketing, Online.
