The Effectiveness Communication of Selayah Keringkam Towards The Development of Sarawak Cultural Tourism Industry

Sarawak Malay cultural and heritage products are generally less identified as one of the main products in the Sarawak tourism industry, this study applied mixed methods in collecting the data by using 384 set questionnaires distributed among international and domestic tourists and in-depth interviews with 5 related authorities using purposing sampling whereby sample size is chosen to collect the information among the suitable target of individuals chosen for this study. This study is about the method in ensuring the basic pattern of Selayah Keringkam can convey the message about the existence of this beautiful Malay heritage of Sarawak through the basic pattern of Keringkam embroidery to domestic and foreign tourists. This study is to highlight the common motif of Keringkam as the ethnic identity of Sarawak Malays thus enhancing the knowledge of tourists about Selayah Keringkam like other ethnic textiles such as Pua Kumbu. Effective communication is very important in ensuring that tourists understand the message about the common motif of Selayah Keringkam. In general, this study is about the most preferred and easily accepted communication channel by tourists in recognizing the common motif of this embroidery.Thus, this study also displays a significant relationship of variables between independent variables (Common Motif Selayah Keringkam), dependent variables (Communication Channels) and mediator (Supplements of Effective Communication) as a new framework aimed at ensuring that the message conveyed can be received well and clearly at once boosting the Malay ethnic identity in the tourism industry