CABI Regional Tourism Series Series

Tourism Marketing in East and Southeast Asia

March 2023
More details
  • Publisher
  • Published
    27th March 2023
  • ISBN 9781800622142
  • Language English
  • Pages 208 pp.
  • Size 6" x 9"

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.

Dimitrios Stylidis

Dimitrios Stylidis, Ph.D., is Associate Professor in Tourism Marketing at the University of Crete, Greece. Prior to this, he was Senior Lecturer in Tourism and Research Cluster Leader at Middlesex University London, and a Postdoc Researcher and Visiting Lecturer at the Ben-Gurion University, Israel. Dimitrios holds an MSc and PhD in tourism from the University of Surrey, U.K. His research interests include place image and marketing, tourist destination image and behavior, tourism impacts and sustainable development. His work has been published in several journals including Tourism Management, Annals of Tourism Research, Journal of Travel Research, and Journal of Sustainable Tourism.

Seongseop (Sam) Kim

Seongseop (Sam) Kim received his Master of Science and PhD degrees in Recreation, Park and Tourism Sciences at the Texas A&M University in 1996 and 1999, respectively. Upon graduation from Texas A&M, he was appointed at Sejong University, Seoul, Korea as an Assistant Professor in 2000 and was promoted to Professor in 2010. He joined The Hong Kong Polytechnic University in 2012 and was promoted to Professor in 2018. Over his career, he has published more than 200 refereed journal papers and his current Google Scholar h-index is 56 with 12,519 citations. He is serving as the President of APacCHRIE (2021-2022 term). His research interests include tourism destination marketing, tourism impacts, and tourism and hospitality marketing.

Jungkeun Kim

Jungkeun Kim is an associate professor of Marketing in the Faculty of Business and Law at the Auckland University of Technology, New Zealand. He received his PhD in Marketing from the University of Minnesota. His main research interests are in consumer and tourist decision-making and consumer behavior. His research has been published in the Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Journal of Travel Research, Tourism Management, Annals of Tourism Research among others. He currently serves as an associate editor of Australasian Marketing Journal and an executive committee member of Australian and New Zealand Marketing Academy (ANZMAC). He won Charles R. Goeldner Article Excellence Award (for the best article published in Journal of Travel Research) in 2019.

Tourism in South-East Asia; tourism marketing in Southeast Asia; national tourism branding; ASEAN tourism; tourism in China; tourism in Indonesia; tourism in Japan; tourism in Korea; tourism in Macao; tourism in Mongolia; tourism in Myanmar; tourism in Vietnam; tourism marketing; regional tourism