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.