The growth of the eco-tourism industry globally has encouraged research in this area. Furthermore, there is a greater call for organizations to implement their corporate social responsibility strategy to grow the eco-tourism industry. Therefore, this research discusses the potential of eco-tourism for corporate social responsibility green business with reference to Kuala Kubu Bharu-Fraser’s Hill areas and activities. This paper research on the factors that influence the tourists’ or potential tourists’ intention to visit as well as focuses on the enjoyment element as an adaptation and extension to the Theory of Reasonable Action (Fishbein and Ajzen, 1975) and Stimulus Research Model (Lai, 2014, 2016, 2017, 2018). The paper will start by introducing the Fraser’s Hill and activities as well as the Kuala Kubu Bhary-Fraser’s Hill eco-tourism potential. Then, the next section will introduce the Eco-tourism with the potential of Green job creation and continue with the literature review that lead to the research model generation, hypothesis and then the research methods used for analysis and discussion. The next section will discuss the theoretical and management implication with more in depth of business corporate social responsibility leading to the corporate social responsibility strategy before discussion the limitation, further research and conclusion.
Fraser’s Hill and Activities
Fraser’s Hill is a highland resort destination nestled along the mountains of “Banjaran Titiwangsa”, about two hours’ drive away from Kuala Lumpur passing by Kuala Kubu Bharu. The access road going up to Fraser’s Hill was only via an 8 km one-lane road known as “The Gap,” which was used in turns by traffic going uphill and downhill for a long time. A new road was completed in 2001 to ease the going up and down trips. Nevertheless, it has been plagued by repeated landslides and is frequently closed for repairs.
Fraser’s Hill is also one of the last hill stations of Malaysia, an imprint left behind by former British colonial masters. Fraser’s Hill has its roots in the 1890s, when the tin ore trade was bustling and is named after Louis James Fraser, a Scotsman who prospected for gold in Australia but eventually struck tin here instead. By 1922, a road had been cut through the mountains to the valley, which soon sprouted bungalows and even one of Malaya’s first golf courses. For more details on Fraser’s Hill, you may read and download the Fraser’s Hill Treasure Trail by WWF-Malaysia with Fraser’s Hill Development Corporation.
When you arrive up there, the most popular place to get your picture taken is the Clock Tower. The central point of Fraser’s Hill is this British-looking little stone building covered with creeper vines as shown above.
Fraser’s Hill is blessed with cool temperature and beautiful fauna and flora in its surroundings. It is famed worldwide as a bird watching destination with over 260 species recorded. Just within a short timeframe of 24 hours, the winners during the annual Bird Race have spotted as many as 70 species. Besides bird-watching and discovering the many flora and fauna that abounds in this hill, other activities that you can do here include archery, boating, camping, horse-riding, jungle trekking and golfing.