MARKETING URBAN DESTINATIONS IN MALAYSIA

• 발행기관: 세계문화관광학회
• 저자명: Philip P.W. Wong
• 간행물 정보: 『Conference Proceedings』10th International Joint World Cultural Tourism Conference 2009, 715~726쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

Competition among tourist destinations to gain a bigger share of the tourist market is growing more intense in recent years and urban destinations in Asia are continuously striving to improve their competitiveness by increasing their promotional efforts to increase awareness and to create a brand image as a way of differentiating the destination. Most studies link competitiveness to the ability of the destination to deliver goods and services related to the tourist's overall experience better than other destinations. Brands are normally associated with consumer goods but tourism organizations are beginning to adopt a similar branding strategy for tourism destinations. A strong brand can have a positive differential marketing effect because it creates stronger attribute and benefit perceptions and preference; commands a higher price 'premium; and can strengthen consumers' attention to promotional messages, retaining more information and developing a more favorable response. This paper examines the concepts of destination competitiveness and branding and identifies areas for future research in determining the competitiveness attributes and in developing effective branding strategies for Malaysian urban destinations.

목차

ABSTRACT

INTRODUCTION

MARKETING TOURISM DESTINATIONS

URBAN TOURISM

COMPETITIVENESS OF TOURISM DESTINATIONS

COMPETITIVENESS OF NEIGHBORING URBAN DESTINATIONS

DESTINATION BRANDING

CONCLUSION

REFERENCES

키워드

urban tourism Malaysia Kuala Lumpur destination branding destination competitiveness tourism marketing