Chapter 3. VISUAL DESTINATION IMAGES: THE CASE OF THE ASEAN TOURISM ORGANIZATION OFFICIAL INSTAGRAM ACCOUNT

Putra, Fajar Kusnadi Kusumah and Law, Rob (2022) Chapter 3. VISUAL DESTINATION IMAGES: THE CASE OF THE ASEAN TOURISM ORGANIZATION OFFICIAL INSTAGRAM ACCOUNT. In: Tourism Marketing in Southeast & East Asia. CABI Regional Tourism Series . CABI International, pp. 39-53. ISBN 9781800622142

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Abstract

The Association of Southeast Asian Nations (ASEAN) consists of ten integrated countries, namely Brunei (formerly Brunei Darussalam), Cambodia, Indonesia, Laos (officially the Lao People’s Democratic Republic), Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. Tourism is becoming an essential aspect of economic development in these ten nations. Numerous factors determine the success of the ASEAN countries in the tourism sector, including diversity in terms of cultures, people, culinary experiences, flora and fauna, landscapes, infrastructures, entertainment, shopping, recreation and excitement. ASEAN’s tourism sector has also leveraged the key milestones in the community’s journey, showcased the region’s diversity, and developed and marketed a regional brand and experience by promoting the regional area as one destination (The ASEAN Secretariat, 2015)

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