Abstract
The concept of globalisation, as mooted by the West, is based on the assumption that a borderless world provides endless opportunities for the mobility of goods, humans, and capital. China has made a new initiative using the concept of ‘Globalisation’ under the name ‘New Economic Belt of the Silk Road’ and the ‘21st Century Maritime Silk Road’ popularly known as the ‘One Belt One Road’ (BRI) initiative. This initiative, which covers 65 countries, spanning over 60% of the world’s population, intends to expand connectivity through infrastructure development. As compared to ‘Globalisation’, BRI was an initiative by China to encourage trade among Asian countries by tapping the land bank and building the service and tourism industry by leveraging on China’s expertise. This chapter examines the benefits and challenges of BRI to destinations in ASEAN by concentrating on the indirect effect of globalisation on destination marketing strategy of ASEAN countries.
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Riyadi, A., Bakar, M.A.A., Hidayat, C. (2022). Opportunities and Challenges of Globalisation for ASEAN Destinations Through the One Belt One Road Initiative. In: Mensah, I., Balasubramanian, K., Jamaluddin, M.R., Alcoriza, G., Gaffar, V., Rasoolimanesh, S.M. (eds) Marketing Tourist Destinations in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83711-2_12
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