Assessing the Reputation of Malim Gunung Perhutanan (MGP) After the Mount Liang Incident: Implications from Value-Based Management and Reputation Repair Theory
List of Authors
Azuan Ahmad, Mohd Ilias M Shuhud, Muhammad Nurfitri Mohd Faisalni
Keyword
Mountain Guide; Malim Gunung Perhutanan; Online Reputation; Sentiment Analysis; Value-Based Management; MS 1900; Reputation Repair Theory
Abstract
Malim Gunung Perhutanan (MGP) is a structured mountain guiding initiative established by the Department of Forestry Peninsular Malaysia to enhance hiking safety, environmental protection, and professional guiding standards. However, the Mount Liang incident on 10 October 2025 raised significant public concern regarding the institutional credibility and effectiveness of MGP. This study examines the online reputation of MGP following the incident by analysing 1,247 public comments collected from Facebook, TikTok, Instagram, and X (Twitter) using social media sentiment analysis. The findings indicate that negative sentiment toward MGP predominated, reflecting reputational challenges and reduced public confidence in the institution’s crisis management and safety assurance roles. Despite this, sentiment toward hiking activity remained largely positive, suggesting that reputational damage was directed toward the institution rather than the broader hiking ecosystem. Guided by Reputation Repair Theory, this study interprets the findings as indicative of a need for corrective institutional strategies to restore public trust and organizational legitimacy. In response, the study proposes the adoption of Value-Based Management (VBM), specifically through the MS 1900 Shariah-Based Quality Management System, as a strategic framework to strengthen ethical governance, accountability, and service professionalism. The integration of reputation repair strategies and value-based management offers a structured pathway for enhancing institutional credibility and supporting the sustainable development of Malaysia’s hiking and ecotourism sector. This study contributes to the literature by integrating sentiment analysis, reputation repair theory, and value-based management in examining institutional reputation within the context of forestry and adventure tourism management.