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Despite the increased research interest in tourism in Asia, most research has focused on the key destinations (China, Macau, Hong Kong, Thailand), while neglecting other destinations which are less well explored. Little is known about the marketing efforts and practices, along with the successes and challenges, countries in the East and Southeast Asia have been experiencing. This book aims to address this oversight by exploring the marketing approaches, techniques and tools used by various countries in the region both collectively and individually to manage their tourism offerings and position them in the global tourism market: China, Hong Kong, Indonesia, Japan, Korea, Macau, Mongolia, Myanmar, Vietnam. It offers a contemporary and insightful look at the various case studies in East and Southeast Asia using inter-disciplinary perspectives and a range of methodological approaches and tools. The book: · Provides case studies developed by tourism researchers who are experts in their researched context countries; · Focuses on several countries at different stage of development; · Explores specific marketing strategies in East and Southeast Asian destinations, considering global trends and forces to fully understand the marketing environment. The book will be of interest to tourism marketing researchers, practitioners, academics, undergraduate and postgraduate students who will find these insightful contemporary case studies useful in the classroom.