Malaysian Tourism Marketing and Promotion a Comparative Study

Nair, Mohanan (1997) Malaysian Tourism Marketing and Promotion a Comparative Study. Masters thesis, Universiti Pertanian Malaysia.

[img] PDF
777Kb

Abstract

Malaysia' tourism sector has everything going for it. It has a good tourism infrastructure over the last decade, capital city Kuala Lumpur and the various principal towns of Penang, Malacca, Kuantan and Johor Bahru have rapidly developed into modern, thriving metropolises. The road system l inking the Peninsular's northern and southern state, east and west coasts is excellent. Its electronic and media communication is excellent. Malaysia can proudly say that it has got some of the region's finest hotels and resorts. Despite the successful conclusion of Visit Malaysia Year 1990, Malaysia is still a long way from being a top of mind destination to retain its fragile hold on the fleeting and fickle-minded travelling public, the country's tourism promoters will have to zealously continue targetted and sustained promotional activities. The study examines the marketing and promotional activities carried out by the Malaysian Tourism Promotional Board (MTPB) and the New Zealand Tourism Board (NZTB). NZTB is chosen because of its long involvement in tourism. The first chapter deals with an overview of tourism in Malaysia. It shows the importance of tourism to the Malaysian economy. Tourism Policy is discussed in second chapter. Chapter three discusses the marketing strategies employed by MTPB. Promotional programmes are discussed in Chapter five. An overview of Tourism in New Zealand is discussed in Chapter six. Chapter seven deals with marketing New Zealand as a visitor destination. Market Reasearch is discussed in Chapter eight. SWOT analysis is carried out in Chapter nine. Conclusion and recommendations are discussed in Chapter ten.

Item Type:Thesis (Masters)
Subject:Tourism - Malaysia
Subject:Tourism - Marketing
Chairman Supervisor:Professor Dr. Mohd Ismail Ahmad
Call Number:GSM 1997 36
Faculty or Institute:Graduate School of Management
ID Code:8080
Deposited By: Nurul Hayatie Hashim
Deposited On:13 Oct 2010 08:28
Last Modified:09 Sep 2011 03:03

Repository Staff Only: item control page

Document Download Statistics

This item has been downloaded for since 13 Oct 2010 08:28.

View statistics for "Malaysian Tourism Marketing and Promotion a Comparative Study"


Universiti Putra Malaysia Institutional Repository

Universiti Putra Malaysia Institutional Repository is an on-line digital archive that serves as a central collection and storage of scientific information and research at the Universiti Putra Malaysia.

Currently, the collections deposited in the IR consists of Master and PhD theses, Master and PhD Project Report, Journal Articles, Journal Bulletins, Conference Papers, UPM News, Newspaper Cuttings, Patents and Inaugural Lectures.

As the policy of the university does not permit users to view thesis in full text, access is only given to the first 24 pages only.