Malaysia's Tourism Industry Performance and lts Destination lmage

Mohamad, Mahadzirah (2012) Malaysia's Tourism Industry Performance and lts Destination lmage. In: Business Management Series Volume 3. UMT Publisher, Kuala Terengganu, Terengganu, pp. 61-70. ISBN 978-967-5366-94-9

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This paper deliberates on the importance issues confronting the Malaysian tourism industry, namely sustaining the arrivals of incoming foreign tourists and the image of Malaysia as a travel destination. Every country has its own authentic image by design or default. However, in the current globalisation era, a nation must be able to distinguish itself from the other competing countries to attract the incoming of international tourists who have several selections of travel destinations in their choice set. Literatures suggest that Malaysia has an image problem. This paper reviews images of Malaysia promoted internationally from 1999 until 2011. Prior to that, the paper elaborates on the performance of the Malaysia tourism industry by examining tourist arrivals and receipts. The challenges with the industry are also discussed. This paper concludes with a successful Malaysia brand image, the foundation of expressing what the country can offer and how it should be perceived, underpinning the sustainable success of the Malaysia tourism industry. The image should be consistent to increase or create conceptual ownership and mindshare among existing and potential tourists. Finally, the paper suggests that the country’s brand image should be established after conducting a thorough research to establish the differentiating and winning characteristics that are meaningful to the different target markets.

Item Type: Book Section
Keywords: Tourism Industry, Malaysia Tourism,
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
H Social Sciences > HD Industries. Land use. Labor
Faculty / Institute: Faculty of Economics & Management Sciences
Depositing User: Prof. Dr. Mahadzirah Mohamad
Date Deposited: 02 Apr 2014 06:53
Last Modified: 08 Aug 2015 06:38

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