Content Analysis: Social Impact Perception of Tourism Event Towards Community

Abstract

Malaysia is attempting to be a popular Islamic Tourism destination in the world owing to its Islamic environment. Islamic tourism seems to act as a factor or medium to increase the relationship between Muslim people around the world. As the global event industry continues to demonstrate significant growth potential, Malaysia has been honoured to become the host organizers for international events including Islamic events. Event and festivals researches are mainly focused on economic, tourism development, Islamic tourism, socio-cultural, political and environment factors.  Research on social impacts perceptions on event towards community should be done to measure Malaysians’ perception. Event organizers are not aware of Malaysians’ perceptions towards event or festival hold in their neighbourhood community. Six dimensions of social impact measure the perceptions. The research will be conduct with two Malaysian community festivals using a mixed methods approach, combining both qualitative and quantitative methodologies. The result of the study can help organizers, stakeholder and government to develop guideline especially on safety and security of the event, the community and also on crowd management.