Home » Malaysia Travel News » Bajausama Festival Set to Become Key Tourism Event with UiTM Sabah’s Groundbreaking Research Published on
August 12, 2025 |Now in its third year, the Bajausama Ethnic Cultural Festival has solidified its place as a highlight for Sabah, Malaysia. The festival serves as a vibrant stage for the Bajausama community to bring their living culture—traditional dances, music, handicrafts, and oral histories—front and centre. With an eye on inclusion in the national tourism calendar, the event is currently undergoing a thorough impact study directed by the Faculty of Hotel and Tourism Management at Universiti Teknologi MARA (UiTM) Sabah. Backed by the Ministry of Tourism, Arts and Culture (MOTAC), the research evaluates how well the festival is drawing visitors and whether it is successfully carrying Bajausama heritage to a wider Malaysian and international audience.The Significance of the Impact StudyA comprehensive impact study is crucial for the festival’s future. Led by Dr Spencer Hedley Mogindol, a senior lecturer at UiTM Sabah, this research is designed to evaluate the event’s economic, sociocultural, and heritage food preservation impacts. The study serves as both documentation for the government and as a vital tool for planning future editions of the festival. By collecting data from various stakeholders, including visitors and exhibitors, the study will provide insights into how the event aligns with its objectives, including attracting tourists and highlighting the Bajausama community’s cultural heritage.Advertisement The data gathered will be pivotal in determining whether the festival can become an established event within the national tourism calendar. Although the festival is already listed in the Sabah Tourism Board’s calendar, MOTAC’s endorsement is essential for its recognition as a key tourism event. Dr. Mogindol stressed that the research results will serve as a benchmark for future festivals and assist in improving event management and planning.Research Focus and MethodologyThe study, which spans four days, involves 21 students and eight researchers from the Faculty of Hotel and Tourism Management at UiTM Sabah. The research aims to gather data from 400 respondents, including both visitors and exhibitors at the festival. The focus is on three key areas: ec …
