Ishak Ismail - Faculty of Industrial Management, Universiti Malaysia Pahang, Malaysia
Hasnah Haron - Faculty of Industrial Management, Universiti Malaysia Pahang, Malaysia
Nur Ain Zakiah Mohd Yusof - Faculty of Industrial Management, Universiti Malaysia Pahang, Malaysia

Universiti Malaysia Pahang (UMP) has been entrusted to advance the local area of Kuala Pahang as a preferred destination for fisheries-based products and seafood restaurant in Malaysia by local, domestic and foreign tourists. This research was conducted to develop and suggest the possible concept and business model for Kuala Pahang. Site visit, interviews and secondary data reviews had been conducted. Case analysis was done using Five Porter’s analysis and SWOT analysis. Based on the analysis, the best business model is suggested. This project is perceived to increase the standard of living for local people through income generation opportunity while contribute for the socio-economic development of Pahang state and Malaysia as a whole. Various activities and strategies are recommended in order to develop the area where the collaboration of various parties including government agencies, tourism agencies, restaurants’ owners and locals are crucial to achieve the strategy.

Business Model, Fishing Village, Case Study, Kuala Pahang, Malaysia, Tourism