Kota Kinabalu: State Tourism, Culture and Environment Assistant Minister Datuk Joniston Bangkuai cautioned tourism operators against using social media platforms as a means to air complaints or express dissatisfaction about guests.Joniston, who is also Sabah Tourism Board (STB) Chairman, emphasised the importance of maintaining a professional and solution-oriented approach to customer-related issues.
While acknowledging the natural emotional response during challenging situations, he urged operators not to let their feelings guide their online posts, as they can provoke others and escalate tense situations.
“Instead, operators should approach any customer-related issues professionally and solution-oriented. The tourism industry, with its heavy reliance on customer satisfaction, must navigate the digital landscape responsibly.
“By addressing concerns promptly and effectively, operators can resolve issues and maintain a positive online presence, which is essential in the digital age of tourism marketing,” he added.
Joniston was speaking at the Santai Kaamatan programme with the Kadamaian Tourism Association (Kata) at the Sosondoton View Community-Based Tourism in Kampung Piasu, here, Friday.
Also present was Kata President Walter Kandayon, who is also President of the Federation of Rural Tourism Association Sabah (FeRTAS).
This cautionary advice comes at a time when social media plays a significant role in shaping public opinion and influencing consumer decisions.
Joniston said tourism operators should positively take criticism to show that they care about their guests and gain the confidence of those who might eventually become customers.
He advised tourism business owners to use social media wisely to promote their services and destinations, stressing they should prioritise delivering exceptional service beyond physical offerings.
“As the tourism industry in Sabah embraces rural tourism and aims to provide world-class service, destination product owners must prioritise customer satisfaction and make it their utmost priority.
“Ensuring visitors have a memorable experience not only enhances their overall perception of the destination but also generates positive word-of-mouth promotion,” he explained.
In the event, Joniston was introduced to the 2022-2025 Kata Exco line-up and presented certificates of appointment of the Kata Exco Bureau to association members.
