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Published by: Allied Business Academies
Originally published in: "Journal of International Business Research", 2010
Length: 17 pages

Abstract

In the context of a global recession, the tourism industry has struggled hard to battle declines in sales turnover, particularly in countries where inbound tourism is a major economic contributor to national output. To improve their competitiveness, many countries not only promote their natural attractions but differentiate their destinations with branding strategies that establish their unique positions to attract more international visitors and boost sales. This paper is a comparative study of Japanese visitors and their behavior in Guam and Vietnam, both destinations possessing many similarities in climate, culture, and beautiful beaches. Implications for the tourism industry and branding are examined and justified by the high spending potential of the Japanese market segment. Findings from this research can suggest successful paths to a country's branding strategy and tourism development.

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Abstract

In the context of a global recession, the tourism industry has struggled hard to battle declines in sales turnover, particularly in countries where inbound tourism is a major economic contributor to national output. To improve their competitiveness, many countries not only promote their natural attractions but differentiate their destinations with branding strategies that establish their unique positions to attract more international visitors and boost sales. This paper is a comparative study of Japanese visitors and their behavior in Guam and Vietnam, both destinations possessing many similarities in climate, culture, and beautiful beaches. Implications for the tourism industry and branding are examined and justified by the high spending potential of the Japanese market segment. Findings from this research can suggest successful paths to a country's branding strategy and tourism development.

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