Asian Country Branding

Martin Roll ()

Chapter Chapter 4 in Asian Brand Strategy, 2006, pp 56-73 from Palgrave Macmillan

Abstract: Abstract The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in Asia. Recently, the active promotion of high-quality, affordable healthcare and a renewed focus on developing a world-class education system has developed health and edu-tourism.

Keywords: Business School; Medical Tourism; Tourist Arrival; Luxury Brand; Malaysian Government (search for similar items in EconPapers)
Date: 2006
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DOI: 10.1057/9780230513068_4

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