The situation analysis of the case study is on the steps taken by Malaysian government in positioning Malaysia itself as a brand for the tourism industry and promoting on the destination that will attracts people from all the part of the world. This case study also to understand the important of tourism as a source of profit for a country and the process and strategic developed by government to promote Malaysia as a tourist destination and Malaysia as a destination brand, besides the campaign launched to bring a unique image and identity for Malaysia itself in tourism industry. Malaysia government previously taken some effort on promoting Malaysia as tourist destination for people from different parts of the world with the intention of promoting Malaysia as a brand by launching the ‘Truly Asia’ campaign in 1999 but the effort was been prevent from the progress because of its lack of speciality in the global
The situation analysis of the case study is on the steps taken by Malaysian government in positioning Malaysia itself as a brand for the tourism industry and promoting on the destination that will attracts people from all the part of the world. This case study also to understand the important of tourism as a source of profit for a country and the process and strategic developed by government to promote Malaysia as a tourist destination and Malaysia as a destination brand, besides the campaign launched to bring a unique image and identity for Malaysia itself in tourism industry. Malaysia government previously taken some effort on promoting Malaysia as tourist destination for people from different parts of the world with the intention of promoting Malaysia as a brand by launching the ‘Truly Asia’ campaign in 1999 but the effort was been prevent from the progress because of its lack of speciality in the global