An Examination Of The Challenges Involved In Distributing A Strong And Consistent Destination Image In The Marketing Of Tourism In Malaysia

The future of marketing will be a battle of brands and destination branding is arguably the tourism industry’s biggest challenge (Pike, 2005). Marketing a destination consistently over time is critical to the success of destination marketing organisations (DMOs) and destination marketing companies (DMCs). However, media and market proliferation and clusterisation creates a high risk of contrary and confusing messages. This research paper reports on the findings of a two year study on the promotion of transportation in tourism development in Malaysia which examined the challenges involved in di... Mehr ...