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1.2.1 PROBLEM DIAGNOSIS

Word-of-mouth Brand Awareness

Small number of Less expertise
visitors are their labors
brand ambassadors
Less funds
Negative reviews

Villagers’ traditional
mindset
Visiting Intention
Towards
Kongkong Tourism
Not updated

More in showing Not enough
restaurant menus labour

Annoyance Brand Page Commitment

1.2 SWOT ANALYSIS

Strength • Increase awareness Weakness • Low quality pictures
• Dedicated target market • Poor utilization of social media features
• Promote diverse products and • Services information is not clearly stated
services • Not bilingual
• Low engagement with audience
• Not updated
• Too short/general copywriting
• Less reviews from visitors
Opportunities • Expand the tourism industry in Threats • Being left behind by other cooperative
Johor companies’ initiative in tourism
• Improve tourism practitioner • Pandemic
enthusiasm • Backfired contents
• Improve villager’s economy • Negative review
• Younger generations in Sungai Kongkong
not supportive

SWOT is an acronym for strength, weakness, opportunities and threats to assess a business by providing base for strategy, business
propositions, the company position and direction, and determining worth pursuing ideas (Gurl, 2017). According to Puan Salbiah, the Eco
Tourism Manager of Kampung Sungai Latoh Kongkong Masai Bhd in an interview session held states that she started using Facebook as a
platform to promote Kongkong village because it is free and easy to use. Kongkong Ecotourism Facebook page S (strength) is it is considered
as a helpful platform to increase awareness on the availability of services and attractions in Kongkong. Moreover, diverse

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