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Events across ASEAN: Product-oriented regeneration and value-added image promotion

Wise, NA Events across ASEAN: Product-oriented regeneration and value-added image promotion. In: Cudny, W and Bagchi-Sen, S, (eds.) Event Marketing in Asia. Routledge. (Accepted)

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Abstract

This chapter offers a conceptual discussion of place event marketing by discussing productoriented regeneration and value-added promotion, and complements this with insight and examples of events across the ASEAN region. ASEAN is the Association of Southeast Asian Nations, comprised of ten member states (Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam) committed to ‘one vision, one identity, one community’. However, looking at the development and promotion of events, there are a certain cities that stand out (Singapore, Kuala Lumpur, Jakarta, Bangkok and Manilla). As ASEAN looks to define its future, hosting large-scale events is an attempt to build international influence, promote cultural values and encourage business development. But as this chapter argues, there is a need for a strategy to equally promotes each nation so to spread the influence of events. A number of examples will be highlighted in the following sections to relate the development of events in ASEAN alongside conceptual discussions of regeneration, place image and competitiveness to address product-oriented and value-added) perspectives of destination marketing and branding in Asia. Examples from across the ASEAN region support and offer some practical insight to complement the conceptual discussions.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Doctoral Management Studies (new Sep 19)
Publisher: Routledge
Date Deposited: 07 May 2020 08:12
Last Modified: 07 May 2020 08:12
Editors: Cudny, W and Bagchi-Sen, S
URI: http://researchonline.ljmu.ac.uk/id/eprint/12896

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