Study tourism Marketing to Malaysia

Xiao, a decorative design company in Guangzhou, did not expect to be so lucky. July 9, she was invited to attend the Malaysian Tourism Board Exhibition and Incentive Tour (mice) promotion meeting at Shangri-La Hotel, Guangzhou. At the reception, the only big prize came to her--two business class round-trip tickets from Guangzhou to Kuala Lumpur, four-night luxury hotel accommodations, multiple attraction packages and airport transfers. When Zhong, general manager of the southern country of Malaysia Airlines, sent the special prize to Xiao, the audience rang with enthusiastic applause.





This is only the Malaysian Tourism Bureau this year to China's promotional wave of a beautiful spray. To celebrate the 50 anniversary of Malaysia's independence, the Malaysian government identified 2007 as the "Year of tourism in Malaysia" and put forward the slogan "Malaysia welcomes the World" (Malaysiawelomestheworld). As one of the most important tourist destinations in Southeast Asia, China has always received the attention of the Malaysian government. At the beginning of February this year, the Deputy Minister of Tourism of Malaysia, Lin, took part in a 6-day tourism promotion campaign in China. June 23, the Malaysian Minister of Tourism, Sridon, has just arrived in Beijing, Xinjiang and other tourism promotion. Ridon said that Malaysia's target of receiving overseas visitors in 2007 was 20.1 million, including 1 million Chinese tourists.





May 20, our correspondent was invited by the Malaysian Tourism department as the only media representative in the country to take part in a week-long "global MEET MALAYSIA2007" experience, and thus a glimpse of Malaysia's mature and unique tourism marketing Arts.





government, a powerful resource integration department





's annual global Convergence Malaysia is a global tourism promotion event hosted by the Malaysian Ministry of Tourism, which is the 5th session of the year. The Malaysian Ministry of Tourism has invited representatives from dozens of countries, such as media, enterprises, travel agencies and so on, to Malaysia, in addition to the regular buyers (BUYER) and travel agencies, most of the time arranged for delegates to visit Malaysia. Because Malaysian tourism officials believe that the experience is better than any gorgeous advertising, Word-of-mouth communication is an unparalleled propaganda effect.





This year's "global Convergence of Malaysia" is held in the fascinating island city of Langkawi, where delegates from dozens of countries gather in quiet resort hotels to meet as a small United Nations. The Minister of Tourism of Malaysia, Sridon, Deputy Minister Lin Xiangcai and other senior tourism officials not only attended the meeting, met with media reporters, but also participated in a welcome dinner with a strong Malay style, dressed in Malay national costumes to dance with the guests, heartily showed the host's enthusiasm and affinity.





in fact, the Malaysian government plays a very important role in the tourism industry. The development of tourism is not only the Ministry of Tourism, almost all government departments have to bear the relevant responsibilities. Take Governor Lin in accept "new marketing" reporter interview, said: "Our government departments of communication and cooperation is very close, such as the Ministry of Tourism and the Ministry of Communications, Civil Aviation Department, the Ministry of Security and other departments are often cooperative, a bit like the integration of Tourism resources Alliance." There is a problem of joint office between departments, there are few shifting, because we report directly to the Prime Minister. ”





it is because of the strong resource integration capacity of the government department, Malaysia has organized many international competitions and events. These international competitions also bring more tourists and good reputation to Malaysia. According to Lin, Malaysia will host 50 major events this year to celebrate the 50 anniversary of independence, including the Malaysian national oil Formula One racing championship, the Malaysian international Air Show and the Penang World Music Festival, although many activities may be handed over to professional organizations But the government's strategic planning and guiding role is undoubtedly obvious.





in order to achieve seamless connectivity between the government tourism sector and the market, in 1992, the Malaysian Tourism Ministry also established the Malaysian Tourism Promotion Council (the Malaysia Tourist Board) as a quasi-government organization, its basic duty is to promote Malaysia tourism into international tourism, conferences, exhibitions and incentive tourism. Preferred destinations "and" Best destinations ".





in simple terms, the Malaysia Tourism Bureau is equivalent to the Malaysian Department of Tourist Marketing department, more is to bear with the market requirements of the organization and service work. Malaysia Airlines southern China general manager Zhong a metaphor: "Tourism bureau is equivalent to an intermediary role, can be the tourism industry chain of different resources integration and docking up." This is much more effective than a private partnership between our companies. As an example of the July promotion in China, Malaysia Tourism bureau organized a travel agency, Malaysian Airlines, professional exhibition companies, hotel resorts, scenic spots and other more than 10 institutions, respectively, in Beijing, Tianjin and Guangzhou to promote the three, each city has attracted a large number of media and enterprises to observe.




The influence and promotion of
government on Malaysian tourism are also embodied in the control of national tourism resources and the development of tourism products. Unlike the prestigious Kuala Lumpur and Malacca and other key cities, located on the northwest coast of the Malay Peninsula, the scenic island of Langkawi (LANGKAWI) is the same as its name is full of detached sea breath, stretches of miles of white sandy beaches, jasper-like deep sea water, quiet country beauty and large rice paddies, Will make the weary city people from all over the world find the feeling of "heaven here". But the government is not in a hurry to be a money-making machine, but rather a fast-paced resource development and visitor import. Lin further explained to reporters: "The Malaysian Ministry of Tourism currently has eight promotional themes, namely, ecology, agriculture and accommodation, shopping, oceans, religion, health, education and sports." We should promote Malaysia to the whole world through these eight themes, and to fully protect the precious and natural tourism resources of Malaysia. Langkawi is in the early stages of development, so we don't want to rush into a lot of tourists. ”





This, the reporter was confirmed when connecting from Kuala Lumpur to Langkawi. Because more than 100 seats of the feeder flights empty empty, up to 1/3. The entire island in Langkawi, there is absolutely no sea of noise, which makes the natural ecology including mangrove forests are well protected. Can the government's calm mentality and hard work be understood by the tourism industry? Singapore's Oman Group, a forest resort in the seaside of Langkawi, with its beautiful performance to justify the government's decision, the five-star Forest resort has the lowest room charge of 400 dollars per night, but attracts a large number of middle-class tourists from Europe and Southeast Asia. A manager at the resort told reporters: "Our main selling point is the forest plus beach, and many guests like the feeling of being away from the city in Nature." We are very quiet here and can get up in the morning listening to birds. All this has benefited from the government's planned development of tourism resources and the control over the number of tourists. ”





and Langkawi similar to selling sunshine, seawater, sandy beach-dominated coastal cities, such as Penang, Sabah and so on, Lin clearly placed high hopes on these star islands. He believes that with the promotion of the concept of deep tourism, non-seaside city tourists more and more like island tourism, and Malaysia in this respect has a unique natural advantage. And how to protect these high-quality tourism resources, will be the tourism department and the domestic tourism industry to jointly study the subject.





Experience Marketing and cultural marketing two-section stick





"By visiting only one country, you can enjoy Asian charm", and Malaysia has enough reason to give its country a clear position with "Asian charm". The three oldest civilizations in Asia-Malay civilization, Chinese civilization and Indian civilization-converged and merged in Malaysia, creating a unique multicultural culture in Malaysia. The most typical is the local language and culture, Malay, English, Mandarin, Cantonese, Minnan, Hakka and so on, almost all can be used in Malaysia.





in such a cultural background, Malaysia's tourism marketing in a very large level belongs to the category of cultural marketing. No matter is the national culture, the religious culture, the language culture or the food culture, even the colonial culture, each cultural surface can make many travel articles.





Malaysia's most historic city should be Malacca (MELAKA), from the original Malay monarch of Malacca to the later Portuguese, Dutch and British rulers, almost every time in today's Malacca left a historical imprint and feelings, Attracted a large number of tourists from all over the world come to feel the long history of wind smoke.





Malacca Tourism Bureau, a travel planning of Miss Chen told reporters: "Malacca's core tourism resources are rich historical and cultural and diverse national culture." Although now Malacca has all the elements of modern city, but the most valuable building and history is the soul of this vicissitudes of the city. If you come to Holland Street in Malacca, you are standing in the heart of the city. "From the government to the tourism industry there is no disagreement on this view, so they are in the history and cultural experience of the planning of the activities of the effort."




According to
, there are still many descendants of the Indians and the Dutch in Malacca, who, in their early marriages with the local Malays, gradually formed a unique ethnic culture and an independent living community. To allow more visitors to experience the allure of this transplant culture, the local tourism department and Enterprise jointly plan to pack out "Indian Village" "Holland Village" and other cultural experience attractions, each year also organizes the villagers to hold the lively "Indian Slaughter Demon Festival" "Dutch Poseidon Festival" and other traditional festivals, and invited visitors to participate in it. This combination of history, religion and folklore of tourism products are popular with tourists.





On an ancient street in Malacca, a more than 300-year-old Chinese-style old house was recommended by the Malacca Tourism Bureau as a key preserve of cultural relics and tourist attractions. Interestingly, the commentator is not a guide, but the descendants of this House, a woman with a typical Chinese face. But she has not spoken Mandarin, only in fluent English for visitors to introduce. "Her grandparents were said to be the men of Zheng Chenggong, who later married the local Malay women and settled here," she explained to the journalist. Previous generations have spoken Mandarin, but the Chinese have been faulted. Tourists from her body, can intuitively feel the integration and evolution of a variety of cultural processes. ”





If Malacca is a historical lofty and thick attract tourists, then as the capital of Kuala Lumpur (Kuala-lumpur) is a vibrant international metropolis image displayed in front of the world's tourists. The 88-storey Petronas Twin Towers, as the landmark of Kuala Lumpur, has become the first business card in Kuala Lumpur and even Malaysia. "We place Kuala Lumpur as a dream city, a shopping paradise and a gourmet capital, with historical relics and modern architecture," an official from Malaysia's tourism administration told reporters. Different visitors have different personalities to experience, and the experience will impress them. "In addition, the Genting Casino, another famous tourist attraction in Kuala Lumpur, attracts more than 10 million of tourists every year to try their luck with the world's second largest casino."





, Deputy Minister of Tourism of Malaysia, Lin to reporters: "Many Chinese tourists used to prefer to follow the new Malaysia 7 days Regiment, but after the Malaysian, only to find a short two-day trip is not enough." Now, there are more and more Chinese tourists coming to Malaysia to travel deeply, because they can experience the charm of Malaysia well. And we attach great importance to the experience of visitors and word of mouth, so now we are both in the infrastructure and professional services, we pay more attention to the details. ”





exhibition and rewarding tourism cake





recently, Showent, Vice manager of business development at Genting Casino's Guangzhou representative office, is not busy, because she is also one of the members of the Malaysian Tourism Bureau's promotional group in China. Unlike in the past, this is mainly for the exhibition and reward tourism promotion. MICE is becoming one of the most important tourism market segments in the Malaysian tourism industry.





According to the Malaysian Tourism department, the number of visitors to the 2006-year meeting in Malaysia was 820243, which accounted for 4.7% of all inbound travellers, representing a 6% increase from 773562 in 2005. In the first two months of 2007 years, the number of visitors to Malaysia was 119464, with the top 5 visitors being Singapore, Japan, Indonesia, China and Thailand. Meetings and rewards travel are becoming a spectacular piece of tourism cake.





the "Global gathering in Malaysia" meeting on May 22, the Malaysian Ministry of Tourism announced the establishment of the direct sector of the exhibition Incentive Tour (MICE Directory). The department will work with Malaysian Airlines to promote exhibitions and incentive tours to Malaysia throughout the world. The rationale behind this move is that Malaysia's tourism industry is mainly focused on leisure and tourism, and now Malaysia will focus on exhibition tourism, and will be regarded as an important profit growth point for the long-term development of Malaysian tourism.




The key development strategy of
mice market can be seen as based on Malaysia's conference resource advantages and business experience. The Malaysian Minister of Tourism, Sridon, said: "Malaysia offers a comprehensive and advanced exhibition site to meet the needs of all mice organizers." And there are 2,336 hotels in Malaysia, offering a total of 157,251 rooms of different grades. As a result, Malaysia is ready to meet any large demand for accommodation. ”





But according to the reporter understand, Malaysia into the mice market is also under the pressure of reality, first of all, many tourist routes and products have been immersed in the pattern of aging, innovation, the plight of insufficient, in addition to the new development of some coastal cities can also attract tourists with natural advantages, most of the urban attractions and To this one tour "of the device-type products; Secondly, the low price competition also exists in Malaysian tourism, therefore, how to improve the quality of tourism and explore the blue ocean has become the Malaysian tourism sector urgently need to solve the problem.





However, as a new tourism product, mice needs some time to cultivate. For example, many Chinese enterprises may not be able to quickly accept this high cost of tourism activities. Shao's current main job is to maintain in-depth communication with many domestic business leaders, to persuade them to accept the mice concept, to put some important events or annual meetings to the Genting Casino to open. In order to allow customers to personally experience the meeting equipment and services of Genting Casino, she even applied to the headquarters for a number of free places to visit the Genting Casino to target customers. "Mainly to multinational companies and domestic large and medium-sized enterprises mainly, they are mice key customers." ”





Malaysia Airlines Zhong also very optimistic about mice market. He believes this is a very promising market, especially in Southeast Asia, where Malaysia is highly competitive in the mice market. "In addition, we do this market together, we can put the tourism industry value chain through all links, such as aviation, hotel resorts, scenic spots, professional exhibition institutions, etc., can be in the Ministry of Tourism Organization and coordination, to achieve resource sharing and value sharing." ”





in order to attract more business tourists, the Malaysian Tourism department has a number of policies, such as a number of government departments, such as if a reward group of more than 1000 people, can send a police car to clear the clear, and the local tourism bureau, the main officials to host a dinner party and so on. The Sabah tourism board has pledged to award more than 100 tourist groups, and Mgto will be able to hold a traditional Sabah welcoming ceremony at the airport and assist with speedy customs clearance. The government's emphasis on mice is evident.





the domestic tourism industry, whether the relevant government departments of tourism resources planning and protection, or tourism authorities and tourism enterprises interactive support, compared with Malaysia, there are obvious gaps. For example, Lijiang, Zhouzhuang, such as the town of the city of overcrowding, such as the various provinces and cities of the local tourism resources of the crazy development, such as the government in the tourism industry chain in the collective vacancy, and so on, all warning the morbid side of our tourism.





in this sense, the Malaysian tourism industry, with its collective and impressive performance, can serve as a positive textbook for the domestic tourism industry.