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

• المؤلفون الرئيسيون: TAN, Chee Wei, TAN, Jiao, BASKARAN, Vignesh, CHONG, Mark
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2019
• الموضوعات: City branding; country branding; tourism; promotion; campaigns; film; Advertising and Promotion Management; Marketing
• الوصول للمادة أونلاين: 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]

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...