International Business & Economics Research Journal – January 2010 Volume 9, Number 1 31 An Examination Of The Challenges Involved In Distributing A Strong And Consistent Destination Image In The Marketing Of Tourism In Malaysia Grace Phang Ing, Universiti Malaysia Sabah, Malaysia Janie Liew-Tsonis, Universiti Malaysia Sabah, Malaysia Sharon Cheuk, Universiti Malaysia Sabah, Malaysia Izyanti Awang Razli, Universiti Malaysia Sabah, Malaysia ABSTRACT The future of marketing will be a battle of brands and destination branding is arguably the tourism industry’s biggest challenge (Pike, 2005). Marketing a destination consistently over time is critical to the success of destination marketing organisations (DMOs) and destination marketing companies (DMCs). However, media and market proliferation and clusterisation creates a high risk of contrary and confusing messages. This research paper reports on the findings of a two year study on the promotion of transportation in tourism development in Malaysia which examined the challenges involved in distributing a strong and consistent image of a destination. Key issues identified include the complexity of relationships which co-exist in the marketing of a tourism destination, its place image and conflicting messages. A qualitative approach to in-depth interviews was conducted with key respondents who were policy makers, tour and travel agents, non-government organisations, and residents in Malaysia. The empirical evidence has shown that policy makers in Government, although receptive to the promotion of tourism, are not entirely aware of the roles each is involved in the distribution of a strong and consistent image of place in the marketing of tourism in Malaysia. Keywords: place image, destination marketing, media channels, transportation, Sabah, Malaysia INTRODUCTION hough destination branding is a relatively new concept with the available literature only showcased in the late 1990s and early 2000s (Pike, 2005), studies on destination image have long been carried out and reflected in several different perspectives (Kim, 2000). These included the relationship of image to destination choice (Fakeye, 1991; Goodrich, 1978; Mayo and Jarvis, 1981), the image formation process (Baloglu, 1999; Fakeye, 1991; Gartner, 1993; Gunn, 1972), image modification and change (Chon, 1991; Pearce, 1982), and image measurement (Echtner, 1992; Gartner, 1993). In the case of Malaysia, the marketing of the destination has attracted vast attention in recent years. Multiculturalism has not only made Malaysia a gastronomy paradise, it has also made Malaysia home to hundreds of colourful festivals. The encouraging number of tourist arrivals has signified huge market potential for Malaysia, not only in the promotion of her multi-cultures, festivals, and delicacies; but also its natural attractions and rich traditions. In particular, in the effort to promote Malaysia as a multi-racial country, “Malaysia, Truly Asia” has been widely used since its launch in 1996. A large amount of money has been spent on its extensively publicised advertisements in the media, nationally and internationally. The idea is to promote the potpourri of culture, language, religion and food which coexists seamlessly in the country. T