Tourism Malaysia: Creating 'Brand Malaysia'


IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
  
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download Tourism Malaysia: Creating 'Brand Malaysia' case study (Case Code: MKTG178) click on the button below, and select the case from the list of available cases:



» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company



Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG178 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Tourism Promotion
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries : Malaysia

Abstract:

This case discusses the efforts of the Malaysian government in positioning Malaysia as a favored tourist destination. It talks about the successful 'Truly Asia' campaign launched in 1999, as well as the other promotional initiatives taken by the government, including the Visit Malaysia Year 2007 which coincided with the country's 50th year of independence and statehood.

The case also discusses the government's efforts towards promoting alternative avenues of tourism, such as MICE activities. The case concludes with a discussion of the successes and shortcomings of Malaysia as a tourism brand and the outlook for the tourism sector of the country

Issues:

» To understand the importance of tourism as a source of revenue for a country and to examine the efforts that go into making a country a sought after tourist destination

» To analyze the factors that promote and hinder a country's tourism potential, and to study how the country in focus rates on these parameters

» To study the creation and implementation of a successful marketing campaign that has helped a country create a unique image and distinct identity for itself in the global tourism market

» To analyze the scope of alternative avenues of tourism, and whether governments would be justified in increasing their investments in promoting these avenues in future

Contents:

  Page No.
Malaysia Welcomes The World 1
About Malaysia 2
A Brief History of Malaysian Tourism 2
The 'Truly Asia' Campaign 3
Visit Malaysia Year 2007 5
Other Campaigns 8
'Mice' Tourism 9
The Successes and The Shortcomings 9
Outlook 11
Exhibits 12

Keywords:

Malaysia, Malaysia Tourism Promotion Board, Tourism, Truly Asia Campaign, Visit Malaysia Year, Ecotourism, Meetings Tourism, Positioning, Southeast Asia

Malaysia Welcomes The World - Next Page>>

 

Cases on Related Topics :- Operations Management at Tata Motors, Tata Motors: Serving an 'Ace' for Success, Tata Motors and Fiat Auto: Joining Forces

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.