en, 2003).
The World Tourism Organization predicts that by 2020 tourist arrivals around the world would increase over 200%. Tourism has become a highly competitive business for tourism destination over the world. Competitive advantage in tourism industry it no longer depends only to what we provide to the customer, but it is now increasingly driven by science, information technology and innovation. The volatility of changes in the external and international environment also influences the performance of other business in tourism industry, such as hotel business, restaurant business and many more. An economic upswing or downturn will have an almost immediate impact on its performance.
Tourism industry in Malaysia
Service sector had become an important sector in Malaysia where it contributes approximately 50% of the nation's real Gross Domestic Product (GDP). Tourism industry had been paying enough attention by the government since the Tourism Development Corporation (TDC) was established in year 1972. The Tourism Development Corporation is build to further expand the tourism through its marketing program and publicity campaigns to both locally and abroad. But the TDC only stand for 20 years and then replaced by Malaysian Tourism Promotion Board with the objective to stimulate and entice the number of visitor and tourist that visit to the country.
The growth of total amount world tourism and Malaysia is one of the potential tourism destinations. It had contributed to the changes and focus in the tourism sector in the country. To enhance the tourism industry in Malaysia, the VMY campaign had been introduced.
The fist Visit Malaysia Year (VMY) campaign was launch by year 1990 and tourism industry had become Malaysia's third major foreign income exchange earner. But there's was some downturn in worldwide travel in year 1991 because of the Gulf War and this had causes the number of tourist had decreased moderately. The second Visit Malaysia Year (VMY) campaign was launch on year 1994. The growth rate remained far behind the first campaign despite of an increase of tourist in Malaysia about 10.7% in year 1994.
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The overall of the tourism industry in Malaysia showed an upward trend until the happening of the global financial crisis in year 1997.
The total amount of the tourism receipts in year 1995 amounting to Ringgit Malaysia (RM) 9.2 billion had surpassed the target for the year 2000 in the National Tourism Plan which in about RM8.36 billion. Therefore, the investment approved for hotel and tourism-related projects has increased from RM8.801 billion to spur the growth of the tourism industry during the Sixth Malaysian Plan period to RM18.2 billion during the Seventh Malaysia Plan period (Economic Planning Unit, 2001).
In an effort to succeed the tourism industry, Tourism Malaysia had signed a ￡2 million deal with Manchester United in an effort to promote the visit Malaysia Year 2007 in September 2006. Besides that, Tourism Malaysia also signs a deal with Chelsea Football Club to promote the tourism industry in Malaysia and to succeed the VMY plan.
Hospitality Industry
Hospitality industry is major service sector in world economy and the industry encompasses an extensive variety of service such as food service, tourism and hotels. The hospitality industry
