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The Process Linkages in the Marketing of Terendak igan for Tourism in Sarawak

The terendak Igan is the Melanau conical sun hat that has became tourist collectible items in Sarawak. The fate of the terendak Igan in terms of its market demand and price as a collectible tourism items is unknown. Thus, using a qualitative approach of in depth interview, this paper investigates how the items are marketed from its source point, the village to the end points at urban areas and the demand its price. The findings show that the process linkages from the source to the end points differ for different types of consumers. The items are mainly marketed by middlepersons. In terms of price, the item is more expensive as it gets further from the source point which implicates a higher net profit to the middle persons and shop owners, while the producer lose out. The implication is that low price paid for the products has diminished the interests of younger generations to sustain the traditional business. In the long run, there is a danger that terendak Igan cannot sustain its production due to the aging guardians who sustain its production.