Journal of Management and Sustainability; Vol. 2, No. 2; 2012 ISSN 1925-4725 E-ISSN 1925-4733 Published by Canadian Center of Science and Education 69 Understanding the Role of Stakeholder in the Formation of Tourist Friendly Destination Concept Ahmad Nazrin Aris Anuar 1 , Habibah Ahmad 2 , Hamzah Jusoh 2 & Mohd Yusof Hussain 2 1 Centre of Studies Park & Amenity Management, Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Shah Alam, Malaysia 2 School of Social, Development and Environment, Faculty of Social Sciences and Humanities, National University of Malaysia, Bangi, Malaysia Correspondence: Ahmad Nazrin Aris Anuar, PhD Student, School of Social, Development and Environment, Faculty of Social Sciences and Humanities, National University of Malaysia, 43600 UKM Bangi, Selangor Darul Ehsan, Malaysia. Tel: 60-13-364-6137. E-mail: aek_2751@yahoo.com Received: April 1, 2012 Accepted: April 25, 2012 Online Published: May 24, 2012 doi:10.5539/jms.v2n2p69 URL: http://dx.doi.org/10.5539/jms.v2n2p69 The research is financed by Ministry of Higher Education Malaysia, Universiti Teknologi MARA and National University of Malaysia. Abstract The tourist friendly destination is a concept that provides satisfaction to tourists through maximum utilisation of the aspects of space, activities and products sans interference or problems, beginning from a tourist’s place of origin all the way to the desired tourism destination. It is viewed as a concept that prioritises tourists as customers. However, studies that of such initiatives are quite limited and sector based, thus leaving a gap of knowledge and misunderstanding about a usage of tourist friendly destination. In light of this predicament, this study is a concept paper with the aims of identifying stakeholder and their roles in the formation of tourist friendly destination concept. Through this study, it is found that the formation of tourist friendly destination concept were responsible by public sector and private sector together with domestic tourist through the aspects of space, activity and product in tourism system approached. Therefore, this study will attempt to shape this concept through cooperation from stakeholder as part to follow the demand and need of tourist as customer in tourism destination. Keywords: customer oriented branding, stakeholder, tourism system, tourist friendly destination 1. Introduction Tourist friendly destination is a concept that provides satisfaction by fulfilling tourists’ wants and needs through the maximisation aspects of space, activity and products sans interference or problems, beginning from a tourist’s place of origin all the way to the desired tourism destination (Anuar, Ahmad, Jusoh & Hussain, 2012). What is interesting about such a concept is the facilities they offer not only to tourists, but also to local residents through holiday packages which include reasonable prices, distribution rates, development and use of infrastructure, facilities, accommodation, transport, internet usage, marketing methods and easy ways to disseminate marketing. Although research in tourist friendly destination concept is limited due to a lack of existing literature especially theories, concepts, frameworks and indicators, preliminary studies such as this one are necessary as an introduction to the basic concept of tourist friendly destination. Therefore, within the tourism system approach, a tourist friendly destination concept is created through a combination of the aspects of space, activity and product (Anuar et al., 2012). Each aspect plays its own role with the ultimate aim of making tourists feel at ease and free from any worries. According to Swarbrooke (1995), tourists have a tendency to respond to a friendly destination where the facilities and services are easily accessible; time can save entirely without any interruption starts from residence until they choose of tourism destination. However, the role of relevant parties, specifically stakeholder is also crucial. Yet who exactly constitutes stakeholder? Savage, Nix, Whitehead and Blair (1991) defines stakeholders as individuals or groups with an interest in actions and have great influence. According to Carroll (1993), stakeholders are individuals or groups that may influence or be influenced by the actions, decisions, policies, practices or goals of an organisation.