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Full Description
Despite the increased research interest in tourism in Asia, most research has focused on the key destinations (China, Macau, Hong Kong, Thailand), while neglecting other destinations which are less well explored. Little is known about the marketing efforts and practices, along with the successes and challenges, countries in the East and Southeast Asia 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: China, Hong Kong, Indonesia, Japan, Korea, Macau, Mongolia, Myanmar, Vietnam. It offers a contemporary and insightful look at the various case studies in East and Southeast Asia using inter-disciplinary perspectives and a range of methodological approaches and tools. The book: · Provides case studies developed by tourism researchers who are experts in their researched context countries; · Focuses on several countries at different stage of development; · Explores specific marketing strategies in East and Southeast Asian destinations, considering global trends and forces to fully 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 the classroom.
Contents
Chapter 1: Implications of Culture for Tourism and Hospitality Marketing Mix and Activities in East and Southeast Asia. Erdogan Koc and Catherine Cheung. Chapter 2: Factors influencing decision-making of millennial travellers participating in community-based rural tourism experiences in Southeast Asia. Nguyen Bao Linh and Maren Viol. Chapter 3: Visual Destination Images: The Case of the ASEAN Tourism Organization Official Instagram Account. Fajar Putra and Rob Law. Chapter 4: Effectiveness of Advertisement Endorsement and Framing to Promote Korea as a Medical Tourism Destination: Cross-cultural Approach. Sam Kim, Saerom Wang and Soo Yun Song. Chapter 5: The interaction between destination image, risk perceptions, and travel intention: The case of Myanmar. Rami Isaac and Chiara Di Blasio. Chapter 6: Exploring the destination image of Mongolia: A content analysis. Hiu Yan (Alice) Lee and Yin Kiu (Kevin) Leung. Chapter 7: Young Indonesian Travellers Information Search Behaviour. Ilma Aulia Zaim. Chapter 8: The Perceived and Project Image of Hiroshima: A Case study of the Dutch market. Isaac Rami. Chapter 9: Destination marketing using festivals in Macau: Relationships between festival performance quality, experiential quality, visitor satisfaction, corporate image and behavioral intention. Jia Ying (Karen) Jiang and Ja Young (Jacey) Choe. Chapter 10: New cyber laws: A plausible discussion regarding the potential implications for international tourists in the Socialist Republic of Vietnam. Paul Strickland. Chapter 11: Growth of the senior tourism market and its implications for destination marketers: Understanding tourism motivation and preferences through comparison of seniors in Korea, Mainland China and the U.S. Felix Elvis Otoo and Seongseop (Sam) Kim.
