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This year s event is organised by the Sustainable Tourism Research Cluster in collaboration with the Social Transformation Research Platform of Universiti Sains Malaysia, Penang.

It is hoped that the proceedings present high quality papers and worthy of discussions in line with the conference s theme. All presented papers went through strict peerreview before final papers are selected. The proceeding compiles papers that are presented at this year s conference. This year s conference theme spells out the quest for knowledge on various levels of tourism development and researches in this region and the sustainability of the industry. The conference organizer plans to make this academic activity an annual occasion since it was well received by participants. Zulhasri Salleh Nur Azira Azmi iiiĥ Preface Greetings, The 2 nd Regional Conference on Tourism Research 2011 with the theme Venturing into New Tourism Research is a continuation of the same event held on the 13-14th December Last year s conference carried the theme The State of the Art and Its Sustainability triggered another angle of tourism research in this year s affair. Azizi Bahauddin Scientific committee members: Prof. Badaruddin Mohamed Chairman Associate Prof. iiĤ 2 nd Regional Conference on Tourism Research Organising Committee Advisor Prof. No parts of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the written permission of the publisher. Bhd First Print 2011 ISBN: Proceedings of 2 nd Regional Conference on Tourism Research Copyright 2 nd Regional Conference on Tourism Research. 2 Proceedings of 2 nd Regional Conference on Tourism Research Venturing Into New Tourism Research Universiti Sains Malaysia, Penang 22 November 2011 Editor: Azizi Bahauddin Organised by: Sustainable Tourism Research Cluster (STRC) Universiti Sains Malaysia, Penang, Malaysia In collaboration with: Social Transformation Platform Universiti Sains Malaysia, Penang, Malaysiaģ Published by: Sustainable Tourism Research Cluster Universiti Sains Malaysia Room 14, Ground Floor, Building H, Penang, Malaysia Tel: (6) Fax: (6) Printed in Malaysia by Practical Printers Sdn.

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