International Business Management

Year: 2017
Volume: 11
Issue: 2
Page No. 363 - 369

Understanding Malaysian Tourism Marketing Strategy: Continuity and Change from First Plan (1965) to Tenth Plan (2015)

Authors : Noor Zatul Iffah Bt Hussin

Abstract: Malaysia has successfully become the most visited country in South East Asia leaving behind countries such as Thailand and Singapore. The recognition of tourism industry as a role for economic development was due to its contribution in creating employment, enabling regional growth and increase Gross National Product (GNP). For this reason, it is important to understand how Malaysia designed its marketing and promotion strategies in becoming the top tourist destination which can serve as a guide for other new destinations to structurally manage their marketing strategy. The study will focus on the marketing and promotion strategies for international tourists starting from the First Malaysia Plan until Tenth Malaysia Plan.

How to cite this article:

Noor Zatul Iffah Bt Hussin , 2017. Understanding Malaysian Tourism Marketing Strategy: Continuity and Change from First Plan (1965) to Tenth Plan (2015). International Business Management, 11: 363-369.

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