ASEAN tourism marketing communication attribute : an exploratory research at Goaseantv

Abstract

The research on ASEAN marketing communication attribute is scarce; therefore, this research is the preliminary research to develop a sound marketing strategy for the ASEAN as ONE collaboration promotion @goaseantv. An exploratory research for the period January until December 2015 @goaseantv findings show that there are only 4 countries promoted among 10 ASEAN member countries. There are 6 topics with the minimum 1.0 eigen value, the marketing communication attributes extracted are ASEAN tourism destination promotion and the scenic proposition, since @goaseantv is an extension information channel from GOASEANTV, therefore there are two popular TV program which are The Eco Traveler and Go Fast Go Home that promoted throught the channel. Furthermore, @goaseantv also has a program to promote halal food, which is Halal Foodie. Finally, this research proposes that The ASEAN as ONE should integrate all ASEAN countries in the @goaseantv marketing communication platform. The majority of activities promoted in @goaseantv is in Malaysia, therefore the @goaseantv should consider to improve the other countries promotion proportion, a collaboration with the ASEAN countries tourism channel should developed to promote a sound ASEAN As ONE brand association.