1. Current Perception of Brand Malaysia

Topics: Tourism, Marketing, Malaysia Pages: 13 (3563 words) Published: August 25, 2010
1.1What is brand Malaysia?
A country’s brand can emit a positive or negative aura over all the country’s products and services. Our perception of a place can influence investment, tourism and purchase decisions. Brands, innovation and world class quality helps elevate the perception of Malaysia goods and services shows clear proof that Malaysians and their corporations can compete on a global stage. Branding is, after-all, a mind game. A brand, whether it is a product or a nation is a collection of perceptions. However, we know that to the target market, this perception is reality. If the country manages these perceptions well, a more vibrant, confident and dynamic Malaysia will emerge. Tourism was virtually unknown in Malaysia until the late 1960s. Since then it has developed very rapidly into a major industry and makes an important contribution to the country’s economy. The government has played a significant part in the development by allocating substantial funds to the marketing in term of promotion of tourism and also provision of infrastructure. Economic and political events are also having an effect on the international perception of brand Malaysia as a tourist destination. Malaysia has a land area of 330 434km2 and is a federation of thirteen states. Peninsular contains eleven states, while Sabah and Sarawak are the remaining two states in the north part of Borneo. The country’s population is 21.2 million (Asiaweek 1998) and a multi-racial country: Malays and other bumiputra (indigenous people), Chinese, Indians and other races. 1.2Tourism Destination: Why Malaysia?

The Mother Nature in Malaysia is really unique. Long coastlines, sunny and sandy spotless beaches, the oldest caves, the largest rain-forest, crystal water, and white water drafting are all in Malaysia. Mountain climbing, horse riding, and diving are further "add-on" act ivies. Malaysia is also known for its shopping malls where you can find from international brands to locally produced items. The visitors will get real value for money and good bargains along with total satisfaction while shopping at Malaysia tourist destinations. Malaysia is a country celebrated for its multiculturalism; here people of different race, religion and country live in a peaceful and harmonious atmosphere. The multiculturalism of the country is evident in the food of the country. Food of Malaysia is variegated and eclectic; here you will find everything from spicy Malay food and Chinese food to Indian, Nyonya and Portuguese food. You can also avail Western cuisine in the country. Malaysia has a strategic position and is one of the world's meeting points making it easily accessible from major countries including China, India, and the Middle East. A large number of tourists come to Malaysia by air. There are six international airports in Malaysia. The main gateway here is the KL International Airport at Sepang in the state of Selangor. Currency conversion is a real concern, but not in Malaysia. With all of that, someone can still keep the value of his money due to the affordability and favorable currency conversion. As regard to political stability, Malaysia has been a stable country since it has been independent for 51 years. Many other countries in the region have instability issues that affected both safety and security. Accommodation in Malaysia is considered to be cheap comparing to other countries. The diversity in accommodation can offer a wide range of choices to satisfy all needs. Five-star hotels are available in almost every city and island. Chalets, duplexes, suites, and bungalows are readily accessible and obtainable. 2.CRITICAL ANALYSIS OF CURRENT SITUATION

2.1View of current situation
The tourism trend in the East Asia and Pacific region is increasing. In 1950 its market share was about 0.8%, increasing to 8.4% in 1980 and 16.9% in 2000. After the September 11, 2001 incident, tourism growth in the East Asia and Pacific achieved 5.0% annual...

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