Malaysian Tourism Marketing and Promotion a Comparative Study
Malaysia' tourism sector has everything going for it. It has a good tourism infrastructure over the last decade, capital city Kuala Lumpur and the various principal towns of Penang, Malacca, Kuantan and Johor Bahru have rapidly developed into modern, thriving metropolises. The road system l...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
1997
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/8080/1/GSM_1997_36_.pdf |
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| Summary: | Malaysia' tourism sector has everything going for it. It has a good tourism
infrastructure over the last decade, capital city Kuala Lumpur and the various
principal towns of Penang, Malacca, Kuantan and Johor Bahru have rapidly
developed into modern, thriving metropolises. The road system l inking the
Peninsular's northern and southern state, east and west coasts is excellent. Its
electronic and media communication is excellent. Malaysia can proudly say that
it has got some of the region's finest hotels and resorts.
Despite the successful conclusion of Visit Malaysia Year 1990, Malaysia is still a
long way from being a top of mind destination to retain its fragile hold on the
fleeting and fickle-minded travelling public, the country's tourism promoters will
have to zealously continue targetted and sustained promotional activities. The
study examines the marketing and promotional activities carried out by the
Malaysian Tourism Promotional Board (MTPB) and the New Zealand Tourism
Board (NZTB). NZTB is chosen because of its long involvement in tourism.
The first chapter deals with an overview of tourism in Malaysia. It shows the
importance of tourism to the Malaysian economy. Tourism Policy is discussed in
second chapter. Chapter three discusses the marketing strategies employed by
MTPB. Promotional programmes are discussed in Chapter five. An overview of
Tourism in New Zealand is discussed in Chapter six. Chapter seven deals with
marketing New Zealand as a visitor destination. Market Reasearch is discussed
in Chapter eight. SWOT analysis is carried out in Chapter nine. Conclusion and
recommendations are discussed in Chapter ten. |
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