TOURISM INDUSTRY IN MALAYSIA: THE SUCCESS STORY OF MALAYSIA TRULY ASIA CAMPAIGN

摘要

This paper attempts to discuss on Malaysia tourism campaign strategy based on corporate branding and image. We try to establish a clear, distinctive and superior image of Malaysia vis-a-vis its point-of-difference in region, that is, the only country that can lay claim to rich multi-racial society, an amalgam of three major civilizations (Malays, Chinese, Indian) and a multitude of other ethnic society. In order to have a strong image-building campaign to enhance and revitalize Malaysia's brand identity, Tourism Malaysia had to ascertain travellers' perception of Malaysia, so that the campaign would not be based only on simple assumptions but rather, be on a solid foundation. Therefore, the main objective of this paper is to analyze the tagline; Malaysia Truly Asia, from the perspective of its corporate image formation by Dowling (1986). Separate discussions and analyses will be devoted to each of the topics to determine how Tourism Malaysia deals with concerning issues.