Eco-tourism project to empower indigenous community launched

In a concerted effort to promote sustainable eco-tourism and empower the indigenous Jakun people, the School of Marketing and Management (SoMM) at the Asia Pacific University of Technology & Innovation (APU) has launched a Corporate Social Responsibility (CSR) project, “The Indigenous in Eco-Tourism 1.0 (Communication).” This initiative, aligned with the Ministry of Rural and Regional Development’s mission, seeks to enhance the communication skills of the Jakun community in Kampung Orang Asli Bukit Panjang, Bukit Kepong, Muar, Johor.

On September 4, 2023, a dedicated team of seven APU volunteers, consisting of lecturers and students, embarked on a journey to Kampung Orang Asli Bukit Panjang to immerse themselves in the local culture. The project kicked off with immersive activities with the Jakun people, followed by a Communication Skills Enhancing Session led by Dr. Nor Azrul Mohd Zin, a lecturer at APU’s SoMM. The project was conducted in collaboration with the Department of Orang Asli Development (JAKOA) and the International Islamic University Malaysia (IIUM).

Dr. Nor Azrul, alongside Ms. Nooraneda Mutalip Laidey from APU’s School of Business and Dr. Suhaizi Suhaimi from IIUM, played pivotal roles in guiding and empowering the indigenous participants to enhance their communication skills, particularly in the context of eco-tourism.

Empowering the Jakun community through effective communication

The Jakun community in Kampung Orang Asli Bukit Panjang consists of 250 residents with a rich cultural heritage. The project facilitators introduced effective communication techniques to enable the villagers to not only share their culture with tourists but also convey the profound significance of their traditions.

Recognising that effective communication necessitates nurturing self-esteem, interpersonal skills, and overall development, Dr. Nor Azrul and other academics utilised simulations to provide hands-on experiences for the learners.

“During these simulations, Orang Jakun assumed roles, interacting with hypothetical tourists simulated by APU students to engage in conversations and share cultural insights. This practical session proved invaluable, allowing participants to refine their skills in a controlled and supportive environment,” said Dr. Nor Azrul.

Dual impact of simulation exercises

Dr. Nor Azrul emphasized that these simulation exercises had a dual impact. Firstly, they significantly boosted the participants’ confidence in their ability to communicate effectively with tourists, as they successfully navigated these simulated interactions. Secondly, these exercises served as a motivating factor, inspiring Orang Jakun to actively and passionately interact with tourists based on their tangible experiences during the simulations.

The project concluded with a group picture of the project volunteers and the Orang Jakun community in the community hall in Kampung Orang Asli Bukit Panjang, Bukit Kepong.

This CSR project was made possible through generous financial support and sponsorship by APU and the Association of Malaysian Environment-Behaviour Researchers (AMER), underlining their commitment to supporting initiatives that empower indigenous communities and promote sustainable eco-tourism.