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M
magazine
Magazines can offer tourism promoters the unique
advantages of unlimited word space, hi-fi colour,
reach of either mass or highly selective niche
markets and, in some instances, the opportunity
to run advertisements alongside specialised editorial
features. Magazines occur as discrete publications
but also as inserts in weekly newspapers.
Destination image advertising is often best suited
to magazines.
magic
A.V. SEATON, UK
Magic is manipulative power producing extraordinary
effects for a client. Tourism promotion,
through the use of special words and script,
promises to transport and instantly transform
potential tourists into persons other than themselves
�see also promotion, place). Although the
word `magic' is sometimes employed by national
tourism organisations �such as `Magic of Spain'),
more often it is used in the naming or renaming of
destinations.
Malaysia
GRAHAM M.S. DANN, UK
A Southeast Asia country which has vigorously and
successfully developed tourism, Malaysia is a
federation of thirteen states with two regions,
Peninsular Malaysia and East Malaysia. Approximately
80 per cent of the population �20.7 million
in 1995) lives in Peninsular Malaysia. It is a
multiracial and multireligious society. The country
experiences a monsoon tropical climate.
Tourism development is undertaken within
the context of federal government policy. The
leading policy, `Vision 2020', has the aim of
creating a fully developed nation by 2020. Fiveyear
national plans �such as `Seventh Malaysia Plan
1996±2000') are key instruments in realising this
goal, and the tourism industry is an important
component of the plan. Tourism policy formulation
is undertaken by the federal Ministry of
Culture, Arts and Tourism. Under this authority
is the Malaysian Tourism Promotion Board, which
is responsible for marketing and research. Strong
and effective partnerships have been forged
between the public and private sectors for tourism
development and operation.
International tourist demand has grown from
2.5 million in 1981 to 7.5 million in 1995. Most
tourists go to Peninsular Malaysia �95.4 per cent in
1995). The majority of international visitors are
residents of Asian countries �88.2 per cent in 1995),
with Singapore being the major market �60.8 per
cent). Malaysia has extensive marine, coastal,
mountain and forest resources, as well as cultural
heritage attractions which are related to indigenous
and immigrant cultures. These are being
successfully applied to tourism development. Tourism-related
infrastructure is being upgraded
continuously. The construction of the north±south
expressway in Peninsular Malaysia and other
highways is greatly enhancing touristic access.