FACULTY OF HOTEL & TOURISM MANAGEMENT

HTT455
TRAVEL AGENCY MANAGEMENT AND OPERATION

“Organizing and Marketing a Tour”

Blessed Mabul - ASDA Travel and Tours

Prepared by,
GROUP: (NHMT2A)
1. ABUZAR BIN A. KARIM 2019368031
2. MUHAMMAD FIRDAUS BIN ISMAIL 2021944751
3. NOOR ARINAH HANIS BINTI ZOLKIFLI 2021514255

Prepared for,
DR. NOR ASMALINA BT MOHD ANUAR

Submission date:
July 17th, 2022
 TABLE OF CONTENTS

1. Table of Contents……………………………………………………………… 1

2. Acknowledgement…………………………………………………………….. 2

3. Background of Travel Agency ……………………………………………….. 3-4

4. Introduction of Tour Package…………………………………………………. 5

5. Itinerary Development………………………………………………………… 6

6. Tour Costing and Pricing……………………………………………………… 7

7. Marketing Plan for Tour Package……………………………………………... 8 – 9

8. Conclusion…………………………………………………………………….. 10

9. References…………………………………………………………………….. 11

10. Appendices…………………………………………..………………………... 12 – 13

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 ACKNOWLEDGEMENT

To begin with, praise Allah SWT for His blessings throughout our research. We would
like to express our deep and sincere gratitude to our lecturer, Dr. Nor Asmalina Bt Mohd Anuar
for giving us the opportunity and providing invaluable guidance throughout this research. Her
dynamism, vision, sincerity, and motivation have deeply inspired us. Working and studying
under her guidance was a great privilege and honor.

Additionally, we appreciate her companionship, understanding, and wonderful sense of

humor during the learning process. We also want to express our gratitude to everyone with
whom we have had the pleasure of collaborating on this study. Our group's members have all
offered a great deal of personal and professional advice and also excellent work.

Lastly, nobody has been more important to us than our friends and family for their love,
prayers, care, and support in completing this research. Our spirits and motivation have
remained strong throughout this research due to their belief and emotional support.

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1.0 BACKGROUND OF TRAVEL AGENCY
1.1 Company’s Name
A company's name is crucial to defining it, giving it a unique identity among rival
businesses, and impressing investors. The trademark design, which has a high value, is built
on a company name. In order to provide the proper message to the audience, the name is the
first thing a customer engages with. Imagine the name as the initial handshake. A memorable,
distinctive name might make it easier for customers to recall and remember you (Mansi, n.d.).

ASDA was a combination of stakeholders’ names in the agency. A stand for Abuzhar,
S stands for Soleh, D stands for Dauz, and A stands for Arinah. The name was simple and easy
to remember as it only has 2 syllables. Each letter also represents Astonishing, Serene, Divine,
and Amazing.

1.2 Company’s Background

ASDA Travel and Tours was founded in 2020 and started to develop travel packages
inbound due to the pandemic COVID-19. With the pandemic going on, tourists wouldn’t be
able to travel overseas for the time being. That is why ASDA Travel and Tours strives to
provide packages for tourists inside Malaysia. ASDA Travel and Tours mainly focuses on
traveling among nature, especially the ocean. One of the highlight packages would be the
Blessed Mabul as we discovered islands that are considered gems in Sabah.

1.3 Company’s Logo

Our logo consists of serene colors like the ocean with a mix of green and blue. This
logo shows what we provided to our clients which is a relaxing journey amongst nature. We
mostly target ocean explorers who wanted to witness the beauty in this world. This is because
more than 80% of the seas remain a mystery and it is important for us to protect them for future
generations.

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 1.4 Vision & Mission

Vision
“To deliver an utmost experience for the nature lovers and become the best travel agency in
Malaysia”

Mission
“Providing the finest tour package by ensuring the journey is exciting and memorable to
everyone”
1.5 Organization Chart

ABUZAR BIN A. KARIM

DIRECTOR

NOOR ARINAH HANIS

BINTI ZOLKIFLI MUHAMMAD FIRDAUS
SALES AND BIN ISMAIL
MARKETING MANAGING
MANAGER / TRAVEL DIRECTOR / TOUR
CONSULTANT MANAGER

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2.0 INTRODUCTION OF TOUR PACKAGE

The state of Sabah is located in the heart of Southeast Asia, on the north side of Borneo
Island, and is a part of Malaysia. Sabah or the former state of North Borneo became part of
Malaysia on September 16, 1963. The name of the new state was changed from North Borneo
to Sabah, which was one of the most major changes. The word "North Borneo" has been used
since the Provisional Association of North Borneo Company was created in 1879, when the
British North Borneo Company administration was established. The newly formed area was
named North Borneo at the time, referring to the state's northern part on the island of Borneo.
In 1963, the state of Sabah was given a new name, a new flag, and a new coat of arms, marking
the beginning of a time of adjustment for the state and its notion of being citizens of the new
Federation of Malaysia (Ken, 2015).

Sabah has always been a popular tourist destination due to its natural and wildlife
attractions. Many people believe the destination to be a terrific one-stop-shop for a variety of
activities, and that perfectly describes Sabah (Sabah Tourism, 2021). Mabul Island is a tiny,
oval-shaped island located near Sabah's south-eastern coastline in Malaysia. Mabul has many
things to offer, with white sand beaches and a fantastic location for the best muck diving in the
world (Mabul, 2022). Blessed Mabul is a 3D2N package starting from pick-up at Tawau
Airport, followed by transfers to Semporna and Mabul Island. The first day ends with free and
easy activity. We will go island hopping on the second and third days, visiting several islands
near Mabul Island. The Blessed Mabul tour package targets leisure tourists, millennials,
families, health and wellness travelers, and Gen Z travelers. Travelers can choose their
preferred accommodation from a shared room at the City of Semporna or a Hotel and Resort
room near the Mabul Islands. This package requires a minimum of 4 pax and is required to
book 1 week in advance. City tour by Van. Terms and conditions are as follow:

i) Flight tickets are not included in the package.

ii) No refund will be given if the weather is not suitable for Island Hopping or any
other water activities.
iii) Additional fees such as Meals (additional), Activity (add on), Travel Insurance,
Personal Expenses, and Tipping are not included.

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3.0 ITINERARY DEVELOPMENT

Date Destination Details Meals

Day 1 Arrive at Tawau Airport (Must be at 10 Meet & greet Lunch, &
(Mabul am and earlier) Dinner
Island) Depart to Semporna
Depart to Mabul Island
Check-In Mabul Lodge Village sightseeing/
Mabul Island Tour Snorkeling
Enjoy Sunset (optional)
Free & Easy

Day 2 SET A Other activities: B/Fast,

(Island Mabul Island snorkeling, fishing, Lunch, &
Hopping) Kapalai Island diving, ocean Dinner
Free & Easy kayaking

Day 3 SET B B/Fast, &

(Island Bohey Dulang Island Lunch
Hopping) Mantabuan Island
Sibuan Island
SET C activities:
Mataking Island snorkeling, fishing,
Timba Timba Island diving, ocean

Pom Pom Island kayaking

Return to Semporna
Free & Easy - Shopping
Return to Tawau Airport (Departure
must be at 7 pm onwards)

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4.0 TOUR COSTING AND PRICING

PRICE
NO. DETAILS
ADULT/CHILD DETAILS
1. Tourist Guide *75.00 *Price per person
2. Transportation (Van) *75.00
3. Accommodation *Starting from
Semporna City (Sharing Room) *36.00 (Price for 2
Hotel From 2* - 4* *130.00 nights/person)
4. Meals
Breakfast Included Lunch & Dinner
Lunch 20.00 Pack (Price per
Dinner 20.00 person / 2 Days)
5. Island Hopping (Choose 2 Sets)
Set A *75.00
Set B *75.00 Price per person
Set C *75.00
6. Agent fees 100 fixed
7. Tourism Tax *20.0 Foreigner only
8. Profit
Semporna City 124.00 20%
Hotel 142.00

TOTAL PRICE PRICE STARTING FROM

Semporna City 620.00

Hotel 2*-4* 712.00

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5.0 MARKETING PLAN FOR TOUR PACKAGE
5.1 BROCHURE DESIGN
This brochure was designed in the color blue to show people the tranquility of being by
the ocean. It also soothes the eyes of people who skim through the brochure. According to
Kendra Cherry (2020), blue calls to mind feelings of calmness or serenity. It is often described
as peaceful, tranquil, secure, and orderly. Not only that, we keep the brochure as simple as we
can so that people would not get too overwhelmed with too much information. The brochure
is also in sync in terms of color palette with our company logo.

5.2 PROMOTION VIDEO

Our video promotion will be published on our website and social media account such
as Youtube, Tiktok, and Instagram.

5.3 TARGET GROUP

The Blessed Mabul tour package targets leisure tourists, millennials, families, health &
wellness travelers, and Gen Z travelers. According to Nash (1996), a theoretical definition of
tourism can be based on both leisure and travel; in fact, he defined the term "tourist" as a
"leisure traveler”. Both leisure and tourism involve self-motivation, and satisfying activities,
but most researchers appear to implicitly assume that because of the "extraordinary" nature of
tourism, tourist experiences will be more intense than those of regular leisure (Cohan, 2015).
Approximately 30% of the world's population is Generation Z, who have been online since the
beginning and who have ingrained the online world into their personalities and way of life. It
is alleged that this generation, which is the youngest, is already the most populous on Earth.
Price and location are their top vacation concerns. While traveling, they want to be active and
discover new places (Ronˇcák, Scholz, and Linderová, 2021).

Generation Z grew up in an era of new technology and growing environmental

consciousness. Their beliefs, motivations, and attitudes, and consequently their travel behavior,
have been influenced by climate change, globalization, terrorism, and new technological
innovations. The UNWTO (2011) and ETC (2020) reports claim that Generation Z views travel
as an essential component of their way of life. Due to their low levels of spending, destination
management organizations and other tourism stakeholders frequently overlook these young
people, despite the fact that they generate significant profits for destinations all over the world.

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Repeat travelers from Generation Z enjoy exploring new places, giving back to the places they
visit, and adding value over time.

5.4 MARKETING TOOLS

Marketing tools are essential to promote the package. Blessed Mabul will be promoted
through various ways and platforms. Firstly, we will use printed advertising like brochures and
distribute it to businesses and organizations in the tourism industry such as Tourist Information
Center, Hotels, MATTA Fair events, and many others. Secondly, we will increase our website
traffic by using paid ads by posting our package on search engines, blogs, Facebook, Instagram,
Tiktok, Youtube, and Shopee. Moreover, we will also collaborate with government agencies
like Tourism Malaysia to publish our package on their ebrochure website.

Next, we'll use influencer marketing to offer an endorsement of our package. Hiring a
familiar influencer will help us obtain free advertising and potential clients from their
followers. The influencer will help us by sharing experience videos or photos on their social
media accounts such as Instagram, Youtube, and Tiktok.

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6.0 CONCLUSION

To conclude, designing and developing a tour package requires a lot of energy. Thus,
many tour operators simply believe that they are unable to design or arrange trips because they
lack the necessary information, abilities, and competence to meet demand from the market. A
tour package is a schedule for a trip that has been meticulously put together by the tour operator
or private tour guide, containing the trip's travel locations, tourist attractions, itinerary,
accommodations, cost, and other pertinent details. With an estimated time and set fee, a tour
package helps tourists keep their vacation more easily. Designing an intriguing vacation
package is crucial for this reason. This project let us learn how to do our research on destination
and market, develop tour itinerary, costing of a package tour, financial evaluation and pricing,
and marketing of a tour package such as brochure and promotional video. We hope that this
new knowledge of developing a tour package will benefit us in the future.

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7.0 REFERENCES
Cherry, K. (2020, February 20). The Color Psychology of Blue. Very Well Mind.
https://www.verywellmind.com/the-color-psychology-of-blue-2795815#:~:text=The
%20Psychology%20of%20Blue,-According%20to%20color&text=Blue%20calls%
20to%20m ind%20feelings,sign%20of%20stability%20and%20reliability.
Cohen, E. (2015). Tourism, Leisure and Authenticity. Tourism Recreation Research 35(1):67-
73. https://www.researchgate.net/publication/271725547_Tourism_Leisure_and_
Authenticity
Francis, T.; Hoefel, F. (2021). The Influence of Gen Z—The First Generation of True Digital
Natives—Is Expanding. Mc Kinsey & Company.
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-
gen-generation-z-and-itsimplications-for-companies
Johery, C. N. E. (n.d.). Pakej Sabah 2022 - 4H3M (Kota Kinabalu & Kundasang). Blog
Pakej.MY. https://blog.pakej.my/percutian/pakej-sabah-2022-4h3m/
Mabul Island – MABUL.COM. (n.d.). Mabul Island. https://www.mabul.com/mabul-island/
Nash, D. (1996). Anthropology of Tourism. Emerald Publishing Limited.
Pakej Percutian Ke Sabah 2020 - Servis Tour Guide Terbaik Dari RM697. (n.d.). ARBA
Travel. https://arbatravel.com/pakej-sabah-private/
Pakej Pulau Mabul 2022 - Cantik Sangat - Daeng Travel & Tours Sdn Bhd. (n.d.). Blog
Pakej.MY. https://blog.pakej.my/percutian/pakej-pulau-mabul/
Ronˇcák, M., Scholz, P., & Linderová, I. (2021). Safety Concerns and Travel Behavior of
Generation Z: Case Study from the Czech Republic. Sustainabality 2021. 1-17.
https://www.mdpi.com/2071-1050/13/23/13439/pdf
Sabah Tourism Board Official Homepage. (n.d.). FlipHTML5.
https://fliphtml5.com/homepage/zlym/
Study on Generation Z Travelers. (2020). https://etc-corporate.org/reports/study-on-
generation-z-travellers/
Tze Ken, D. W. (n.d.). The Name of Sabah and the Sustaining of a New Identity in a New
Nation. 161-178. https://doi.org/10.4000/archipel.495
World Tourism Organization. (2011). The Power of Youth Travel, UNWTO, Madrid. Affiliate
Members Global Report 2. https://www.e-
unwto.org/doi/book/10.18111/9789284414574

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8.0 APPENDICES

Brochure.

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