Perkembangan Pariwisata Malaysia Pasca Peluncuran Brand Malaysia Truly Asia Tahun 1999

SARI, Dewi Andita, Usmar Salam

2013 | Skripsi | Ilmu Hubungan Internasional

ABSTRACT In 1991, Malaysia government worked together with TBW-Integrated Strategic Communications, one of the top international advertising networks in the field of marketing and communication, launched a brand which believed will give additional value to Malaysia Tourism, namely “Malaysia Truly Asia”. After the launch of this brand, Malaysia’s international tourist arrivals and international tourist receipts increased significantly. The launch of this brand, can be considered as the outer part of the Malaysia government’s beginning effort to develop Malaysia tourism that got tumbled and decreased because of smog pollution in 1997 and asian crisis in 1998. Malaysia Government has an important role as the leader in the development of Malaysia tourism. This thesis will be focus on the Malaysia government’s efforts for developing Malaysia tourism at the domestic level and international level after the launch of brand “Malaysia Truly Asia” in 1999. The development of Malaysia tourism reflected in the domestic level and can be seen from the government’s efforts to improve qualities, innovation and coordination in the management of tourism aspects in domestic level such as infrastructure, human resource and others as supporting aspects that should be maximized in tourism within country. The development of Malaysia tourism also reflected in the international level and can be seen from the government’s efforts in regulating visa for foreigners and to market and promote Malaysia tourism actively and continuously.

Kata Kunci : Pariwisata; Malaysia