Despite the increased research interest in tourism in Asia, most
research has focused on the key destinations the region hosts (China,
Macao, Hong Kong, Thailand), neglecting others which are less well
explored. As such little is known about the marketing efforts and
practices along with the successes and challenges countries in the
Southeast Asia sub-region have been experiencing. This book aims to
address this oversight by exploring the marketing approaches,
techniques, and tools used by various countries in the region both
collectively and individually to manage their tourism offerings and
position them in the global tourism market. It includes chapters on:
China, Indonesia, Japan, Korea, Macao, Mongolia, Myanmar, and Vietnam.
Key Points
- It offers a contemporary and insightful look at various case studies
in Southeast Asia using inter-disciplinary perspectives and a range of
methodological approaches and tools;
- It provides case studies developed by tourism researchers who are
experts in their researched context countries;
- It focuses on several countries which are at different stages of
development;
- It explores specific marketing strategies in Southeast Asian
destinations, considering global trends and forces to understand the
marketing environment.
The book will be of interest to tourism marketing researchers,
practitioners, academics, undergraduate and postgraduate students who
will find these insightful contemporary case studies useful in a
classroom.
