Tourism Malaysia: Creating 'Brand Malaysia'
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG178
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries :
Malaysia
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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.
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Malaysia Welcomes The World Contd...
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In 2006, Malaysia had recorded 17.5 million tourist arrivals, with tourism
receipts of RM 36.2 billion.
Tourism was a major revenue earner for the Malaysian government, which also
invested significantly in the sector. The government had allocated RM1.8 billion
to the tourism industry in the Ninth Malaysia Plan7, for the 2006 to 2010
period.
The allocation in the previous plan period (2001-2005) had been RM700
million.8 The Malaysian government had set a target of 24.6 million tourist
arrivals in 2010, with tourist receipts expected to reach RM 59.4 billion that
year.9
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About Malaysia
Malaysia is a federation of thirteen states located in Southeast Asia. The
country consists of two geographical regions - Peninsular Malaysia and
Malaysian Borneo - separated by the South China Sea. Peninsular Malaysia
shares a land border on the north with Thailand.
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It is also connected to Singapore in the south by the
Johor-Singapore Causeway and the Malaysia-Singapore Second Link (a
bridge connecting Malaysia and Singapore). Malaysian Borneo is the
northern part of the island of Borneo. It shares a border with Indonesia
and surrounds the Sultanate of Brunei.
Peninsular Malaysia got its independence from the British on August 31,
195710. The name 'Malaysia' was
adopted in 1963 after the Federation of Malaya (Peninsular Malaya),
Singapore, and Sabah and Sarawak (which later became Malaysian Borneo)
formed a federation. |
In 1965, Singapore was expelled from the federation, after differences arose between Singapore's ruling People's Action Party and the federal government of Malaysia. Singapore became an independent country in the same year...
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