Sumbiling Eco Village: Promoting Ecotourism in the Temburong District

Abstract

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case teaches about the issues and challenges of promoting ecotourism. Sumbiling Eco Village (SEV) in Brunei is an example of ecotourism spot. Leslie Chiang, SEV’s owner, understands that running a successful tourism business and conserving the environment is not an easy task. At the heart of Brunei’s pristine jungle, ecotourism brings economic opportunities for local people, long struggling to find a path to prosperity. This noble feat is not without its challenges. One of SEV’s dilemma is their promotion strategy specifically the difficulty of raising awareness of energy conservation and environment preservation for e.g. discouraging tourists’ plastic use. Another dilemma SEV’s is Mother Nature’s impact on SEV’s green building and infrastructure.

Expected Learning Outcomes

This case illustrates:

• the concept of ecotourism such as SEV;

• the features and benefits of ecotourism; and

• the challenges that are faced by an Asian ecotourist spot and its ways to overcome those challenges.

Citation

Idris, D.S.R.P.H., Gadong, M.S., Morni, M.I.R. and Wahab, A.M.F.S.P. (2019), "Sumbiling Eco Village: Promoting Ecotourism in the Temburong District", Quoquab, F. and Mohammad, J. (Ed.) Green Behavior and Corporate Social Responsibility in Asia, Emerald Publishing Limited, Leeds, pp. 57-63. https://doi.org/10.1108/978-1-78756-683-520191007