The need to know your market and the role of research advertising and public relations in the Malaysian tourism market

Abstract

This paper for reasons of brevity makes no claims to being totally comprehensive regarding marketing, research, advertising and public relations for the Malaysian tourist market. Rather it homes in on a number of contentions that in airing may help in providing a more successful strategic direction for the development of tourism. So, let me first address Malaysia's tourist market in two contexts, namely market performance as shown by statistics to-date, and secondly the potential market.