The GIS and SWOT Analysis for the Language in Tourism: A Study on the Local Dialect in Muar, Johor, Malaysia

Malaysia is fortunate to have a diverse range of cultures and languages. Nonetheless, there are limitation of previous studies conducted in Malaysia that emphasize on the value of local language, particularly on the distinctive local dialects in Malaysia. This research has two goals: first, to identify the local dialect of Muar along the Muar River through a Geographic Information System (GIS) software; second, using a SWOT analysis to determine the local dialect’s potential as a tourism product with unique selling points for Muar, Johor, Malaysia. The qualitative technique was employed through interviews with locals in Muar. Two categories emerged from the findings: first, the Muar’s distinct dialect is dispersed throughout the Muar River as shown by the GIS analysis. Second, based on the SWOT analysis, the information indicates that Muar’s distinctive dialect around the Muar River will offer the locals a rich cultural legacy, which is considered a potential product for tourism in Muar. This research will add to the corpus of knowledge and help the local community to maintain Muar’s distinctive dialect as a tourism offering.