Assessing Destination Branding and Hotel Performance of the South East Asia Market

South East Asia (SEA) has progressed well in the past ten years in attracting tourist arrivals.However no specific reason can explain the performance of the destination especially in this region. This studyattempted to assess the role of destination branding with the tourist arrivals and hotel performance of the selected SEA countries. The different context of branding as in destination and hotel made it impossible to conduct a study about branding however there are similarities in branding effort that these two discipline can synchronize. This study utilized the statistic that made available online and utilized the data by presenting in the table form for easy understanding. This research found that general destination branding has no impact to the tourist arrivals and hotel occupancy rate. Future study should examine the impact of destination branding to niche hotel segment using international respondents that have visited all SEA countries.