Singapore’s ‘Crazy Rich Asians’ experience of city branding

Singapore’s ‘Crazy Rich Asians’ experience of city branding

Tourism has been an important economic pillar for Singapore for decades, contributing 4% to Singapore’s Gross Domestic Product (GDP). While Singapore is a well-known destination with Asians and Europeans, the country has yet to become a popular choice for US travellers who lived outside the gateway...

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Bibliographic Details
Main Authors: TAN, Chee Wei, TAN, Jiao, BASKARAN, Vignesh, CHONG, Mark
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2019
Subjects:
City branding
country branding
tourism
promotion
campaigns
film
Advertising and Promotion Management
Marketing
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/264
https://smu-my.sharepoint.com/personal/chiweichan_smu_edu_sg/_layouts/15/onedrive.aspx?listurl=https://smu.sharepoint.com/sites/admin/CMP&id=/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0010 [STB]/SMU-19-0010 [STB].pdf&parent=/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0010 [STB]
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Institution: Singapore Management University
Language: English

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