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Published in:
2015 | OriginalPaper | Chapter
Asian Country Branding
Author : Martin Roll
Published in: Asian Brand Strategy (Revised and Updated)
Publisher: Palgrave Macmillan UK
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The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. With a considerable increase in the number of global companies setting up shops in Asia and exotic locales, unique cultures, and sunkissed beaches, tourism has become a booming industry in Asia. The active promotion of highquality, affordable healthcare and a renewed focus on developing a worldclass education system have developed health and edutourism.