Social and Behavioral Sciences Commons^™

"Destination Sabah" (Malaysia) : The Public And Private Stakeholders' Perspectives On Branding, Justine L. Nagorski

Theses : Honours

The development of a destination brand for Sabah has been dominated by numerous reports that emphasise the need to develop global awareness of Sabah, but the objectives set to achieve this goal are often idealistic in nature and offer no real solution to problems identified. The challenge, here, is to unify key messages into a consistent, clear and realistic brand and to ensure content in promotional tools accentuates the activities, experiences and key benefits of visiting "Destination Sabah". This study will begin to address these challenges by undertaking the processes that underpin destination branding through comparison to a relational network …