Positioning Sabah as an international tourist destination

In Sabah, the,tourism sector has gained its importance over the last five years. This research paper discusses the positioning of Sabah and analyzes the motivational factors underlying decisions to visit Sabah of various existing market segments. This research paper also deliberates on the competitive advantage for Sabah and explores the possibility of marketing the three Malaysian states that are located on the Borneo Island as one single destination that is, the northern part of Borneo or "Malaysian Borneo". This is an exploratory research In-depth interviews are conducted face-to-face with the respective respondents who comprised of the inbound tour operators and hoteliers.