Malaysia Tourism Marketing Strategy in Encountering Global Economic Crisis
It is apparent that in an economic crisis every industry may face number of difficulties and the question is how to tackle with the resulting problems in order to safeguard the sustainable development of the industry. In Malaysia as one of the south-east Asian countries, tourism industry emerges as one of the major sources of revenues generating business for the government. In view of the fact that the global economic crisis discourages people to spend more money, the Malaysian government has beefed up its efforts to promote hospitality, tourism, and food sectors. This paper is focusing on current tourism marketing strategy. The tourism marketing strategy in Malaysia is designed to promote the image of Malaysia as a tourist destination of quality,and safety, with different beautiful places. The most important turning point captured by Malaysia was promoting attractions, suitable management of products and services to be offered, new strategy for foreign investment, establishing joint ventures and tours throughout the entire region for both Malaysian and foreigner tourist The paper discusses the conceptual framework implementation and its effect to attract more target group by differentiation. SWOT analysis is used to analyze the current tourism marketing strategy. In addition, the paper suggests a conceptual framework as guideline to achieve the strategies and marketing objectives in this industry.
component economic crisis tourism malaysia
Shahrbanoo Gholipour Freydouni
Department of Knowledge Management Multimedia University Cyberjaya, Malaysia
国际会议
成都
英文
360-363
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）