Sheffield Business School
BSc (Honours) Tourism Management
Title The Promotion of Hong Kong as a Tourism Destination
Name LIM YING PO LLUVY
Student No 91206696
Month Year April 2011
Sheffield Hallam University
Sheffield Business School
Title The Promotion of Hong Kong as a Tourism Destination
Full Name LIM YING PO LLUVY
Student No 91206696
Supervisor DR. CONNIE MOK
In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management.
Month Year April 201
Acknowledgements
The author would like to express sincere appreciation to many people who provided value contribution to this dissertation.
First, the author would like to thank her supervisor Dr. Connie Mok, for providing advices, directions and instructions to complete the work throughout this year. The author deeply appreciates she gives many useful suggestions and recommendations to complete this dissertation.
Second, the author offers special thanks to her friends and classmates, especially Yumi Law, Mandy Lau and Janice Cheng who supported and encouraged the author during this year.
Finally, the author wishes to thank her family for supporting the author when she was stressed in her work and study.
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Table of Contents
Acknowledgements ...... I List of Tables ...... IV List of Figures ...... IV Abbreviation ...... V
Section 1 Executive Summary ...... 1
Section 2 Introduction ...... 4 2.1 Tourism in Hong Kong ...... 4 2.1.1 Hong Kong Visitor Arrivals in 2010 ...... 4 2.1.2 Hotel Occupancy ...... 6 2.1.3 Visitor Spending in Hong Kong ...... 7 2.2 Aim ...... 7 2.3 Objectives ...... 7
Section 3 Literature Review ...... 8 3.1 Destination Branding ...... 8 3.1.1 Destination Branding of Hong Kong...... 9 3.1.2 Destination Image of Hong Kong ...... 10 3.2 Major Actors in Destination Marketing ...... 11 3.2.1 Public Sector Actors ...... 12 3.2.1.1 The Roles of Destination Marketing Organization ...... 12 3.2.1.2 Hong Kong Infrastructure ...... 13 3.2.2 Private Sector Actors ...... 14 3.2.3 Coordination of Public and Private Sectors ...... 15 3.3 Promotional Tools for Hong Kong ...... 16 3.3.1 Advertising ...... 17 3.3.2 Online Marketing...... 18 3.3.3 Travel Brochure ...... 19 3.3.4 Special Events and Festivals ...... 20
Section 4 Method of Investigation ...... 22 4.1 Secondary Research ...... 22 4.2 Case Studies Method ...... 24 4.3 Advantages of Case studies ...... 26
II
4.4 Limitations of Research ...... 26
Section 5 Findings and Analysis ...... 28 5.1 Outstanding Current Brand and Images ...... 30 5.2 High Standard Infrastructure ...... 31 5.3 Diverse and Effective Promotion Channels ...... 33 5.4 Events Capital ...... 36 5.5 Diverse Attractions and Activities ...... 37 5.6 Great DMO - HKTB ...... 39 5.7 High Service Quality ...... 40
Section 6 Conclusions ...... 42 6.1 Conclusions ...... 42 6.2 Recommendations ...... 44 6.2.1 Encourage Tourists Be Aware of Traditional Culture ...... 45 6.2.2 Enhance Promotion of Hong Kong’s Events and Festivals ..... 45 6.2.3 Improve the Tourists’ Perception on New Developed Attractions ...... 46
References ...... 48
III
List of Tables
Table 1 Number of arrivals from different market regions in 2010……….5
Table 2 Number of overnight arrivals in 2010………………………………6
Table 3 List of references of Figure 3……………………………………...29
Table 4 Promotion campaigns around the world by HKTB……………...35
List of Figures
Figure 1 Old Hong Kong Brand Logo………………………………………...9
Figure 2 New Hong Kong Brand Logo……………………………………….9
Figure 3 Successful Elements of Hong Kong as a Tourism Destination..28
IV
Abbreviation
AWE AsiaWorld-Expo
CNN Cable News Network
HKCEC Hong Kong Convention and Exhibition Centre
HKTB Hong Kong Tourism Board
HKTB PartnerNet Hong Kong Tourism Board PartnerNet
ITB International Tourism Exchange in Berlin
KITEC Kowloonbay International Trade & Exhibition Centre
MEHK Meetings and Exhibition Hong Kong
MICE Meetings, Incentives, Conventions and Exhibitions
MTR Mass Transit Railway
WTM World Travel Market
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Section 1 Executive Summary
Hong Kong tourism industry plays an important role in country’s total revenue.
According to Hong Kong Tourism Board PartnerNet (HKTB, 2011), the visitor arrivals in 2010 reached 36,030,331. The total income associated with inbound tourism was more than HKD $212.6 billions. The revenue from tourism industry is about 20 to 30% of the total revenue of Hong Kong. In order to maintain the revenue of tourism, Hong Kong put much effort to retain Hong
Kong as a premier tourism destination in Asia. This study is going to discuss the promotion methods of Hong Kong as a tourism destination.
The aim of this study is to investigate the promotion methods and marketing strategies of Hong Kong tourism. The objectives of this study are to review destination branding and marketing concepts, assess the roles of private and public sectors on promotion, and gives suggestions to Hong Kong.
The literature review is based on the theories and concepts related to destination branding and marketing. The roles of public sector actors and private sector actors involve in destination marketing are examined in this
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study. The actual applications of Hong Kong are also reviewed in the literature
review. Hong Kong has a slogan “Asia’s world city” and a powerful logo to
enhance destination branding of Hong Kong (Brand Hong Kong, 2010). Hong
Kong’s induced images are cosmopolitan, connected, dynamic, secure and diverse (Brand Hong Kong, 2010). The major public sector actors of Hong
Kong are including Hong Kong Tourism Board (HKTB), infrastructure and
Hong Kong Tourism Commission. The main private sector actors are including hotels, theme parks, retailers and tour operators. Hong Kong utilizes advertising, online marketing, trade fairs, travel brochures, special events and
festivals as major promotion methods.
This will be a qualitative study using the case study method. The information
will be collected from secondary data including books, journals, websites and
other sources related to Hong Kong tourism industry and destination
marketing.
By regarding to the findings and analysis, Hong Kong overall is a successful
tourism destination. The author indicates that there are seven successful
elements contribute to the success. These elements are categorized as (1)
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outstanding current brand and images; (2) high standard infrastructure; (3)
diverse and effective promotion channels; (4) event capital; (5) diverse
attractions and activities; (6) great DMO - HKTB; and (7) high service quality.
At the end of this study, recommendations are suggested to enhance the promotion strategies of Hong Kong. First, Hong Kong might encourage tourists to be more aware of traditional culture, since not much tourists interested in
Hong Kong’s characteristic culture. Second, Hong Kong might enhance promotion of special events and festivals. Third, Hong Kong might improve the tourists’ perception on new developed attractions actively to minimize the negative images and feedbacks of new developed attractions.
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Section 2 Introduction
It is important for tourism destinations to have comprehensive promotion and marketing strategies. The author wants to utilize the case study of Hong Kong to understand the marketing and branding concepts of a tourism destination.
2.1 Tourism in Hong Kong
Hong Kong remains one of the most popular tourism destinations in the world.
In the following, it gives an overview of Hong Kong tourism, including the number of visitor arrivals, hotel occupancy and visitor spending in Hong Kong.
2.1.1 Hong Kong Visitor Arrivals in 2010
Hong Kong put much effort to retain Hong Kong as a premier tourism destination in Asia. According to press release of HKTB PartnerNet (2011), the visitor arrivals in 2010 reached a historic high at 36,030,331, 21.8% more than in 2009 (See Table 1). The statistics highlights Mainland China continued to be the primary driver of growth in visitor arrivals, the number increased 26.3% from 2009 to 2010. Mainland Chinese visitors occupied 63% of total arrivals.
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The growth shows the role of tourists from mainland China is very important.
HKTB (2010) identifies the growth of Mainland Chinese visitors is based on some factors, includes steady growth of the world’s economy, appreciation of most currencies against to Hong Kong dollars, and Central Government expanse the scope of the Individual Visit Scheme for Shenzhen residents.
Huang and Hsu (2005) suggest the motivation for visitors from Mainland China to visit Hong Kong are shopping, knowledge enhancement, satisfaction of curiosity, visiting friends and relatives, family togetherness, sightseeing and experiencing different cultures.
Table 1. Number of arrivals from different market regions in 2010 Market Regions 2010 Vs 2009 Long-haul markets 4,692,281 +10.5% The Americas 1,749,558 +11.6% Europe, Africa and the Middle East 2,174,199 +10.4% Australia, New Zealand and South Pacific 768,524 +8.6%
Short-haul markets (excl. Mainland and 7,873,274 +17.2% Macau) North Asia 2,207,642 +21.1% South and Southeast Asia 3,500,882 +21.3% Taiwan 2,164,750 +7.7%
Mainland China 22,684,388 +26.3% Total* 36,030,331 +21.8% Total figure includes arrivals from Macau SAR Source: Hong Kong Tourism Board PartnerNet (2011).
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2.1.2 Hotel Occupancy
According to the press release of HKTB PartnerNet (2011), hotel occupancy in
2010 was 87%, 9% higher than in 2009 (See Table 2). Geographically, hotels in Yau Ma Tei and Mong Kok had the highest occupancy rate, averaging 92%.
The average hotel room rate across all hotel categories was HK$1,165, which achieved 13.9% increase from 2009 to 2010.
Table 2. Number of overnight arrivals in 2010
Market Regions 2010 Overnight Vs 2009 Visitor Arrivals The Americas 1,245,553 +12.5%
Europe, Africa and the Middle East 1,537,341 +8.4%
Australia, New Zealand and South Pacific 591,293 +9.6%
North Asia 1,411,441 +19.5%
South and Southeast Asia 2,622,295 +21.8%
Taiwan 724,561 +18.0%
Mainland China 11,678,055 +20.8%
Total* 20,085,155 +18.7%
Total figure includes arrivals from Macau SAR Source: Hong Kong Tourism Board PartnerNet (2011).
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2.1.3 Visitor Spending in Hong Kong
Hong Kong tourism industry plays an important role in country’s total revenue.
HKTB ParnerNet (2011) lists the expenditure associated with inbound tourism was about HKD $212.6 billions in 2010, which increased 30.5% compared to
2009. It is estimated that per capita spending among overnight visitors
increased 16.2% from HK$5,770 to HK$6,705. The revenue from tourism
industry is about 20 to 30% of the total revenue of Hong Kong.
2.2 Aim
This study aims to investigate the promotion methods and marketing strategies of Hong Kong as a tourism destination.
2.3 Objectives
The aim of this study is to achieve the following objectives:
(1) To give an overview of destination branding and marketing concepts;
(2) To assess the roles of private and public sectors on promoting Hong Kong
as a tourism destination; and
(3) To give suggestions for promoting Hong Kong as a tourism destination.
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Section 3 Literature Review
In this part, the concepts of destination branding and marketing will be
reviewed. First, this part will focus on the concepts of destination branding and
images with applications of Hong Kong. Second, the roles of major actors in
destination marketing are examined. Third, the author reviews the major
promotional tools used by Hong Kong.
3.1 Destination Branding
According to Ritchie and Robin (1998), a brand can be defined as name,
symbol, logo, word mark or graphic identification. Branding also serves to
consolidate and reinforce the experience and memories of travel destinations.
Morgan, Pritchard and Pride (2004) define destination marketing as a potent
marketing tool.
Laws (2002) defines tourist destination as a place seems like any other
product to be chosen from alternatives by customers. Product branding is a
way to highlight the unique features of destinations by creating identification
with products attributes and benefits to customers (Law, 2002).
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3.1.1 Destination Branding of Hong Kong
According to official website of Brand Hong Kong (2010), Hong Kong
Government commissioned a team of international communications experts to conduct researches to develop Hong Kong brand to position the city. As a result, “Asia's world city” was considered to be the brandline that best reflected
Hong Kong's unique features. Brand Hong Kong (2010) also highlights the brand core values are free, enterprising, quality living, innovative and excellence.
Figure 1. Old Hong Kong Brand Logo
Source: Brand Hong Kong (2010).
Figure 2. New Hong Kong Brand Logo
Source: Brand Hong Kong (2010).
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Logos represent Hong Kong Brand were developed by Brand Hong Kong (See
Figure 1 and 2). Brand Hong Kong (2010) states flying dragon and slogan in
the logos symbolize Hong Kong’s visual identity, which become familiar to
people at home and around the world. The logos are mythical and powerful
icon of Hong Kong, the dragon links the Hong Kong’s historic past with its
energetic modernity. On the other hand, the new logo has green and blue
ribbons extend from dragon to represent blue sky and sustainable environment.
The Lion Rock symbolizes Hong Kong people’s “can-do” spirit, while the
multiple colours highlight Hong Kong’s diversity and dynamism.
3.1.2 Destination Image of Hong Kong
In an early study of destination image, Hunt (1975) states image is important for travelers’ destination selection process. Crompton (1979) defines vacation destination images as the sum of belief, ideas and impressions of a person perception of the destination. Similarly, Baloglu (1997) believes destination image is an essential element in the travelers’ destination selection process.
Gunn (1988) suggests there are two levels of images including organic image and induced image. Organic image is developed in the mind of individual by
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everyday assimilation of information. Induced image is created by marketers’
tourism promotion. Gunn (1988) suggests destination marketers should focus
more on induced image of destination to improve the organic image.
Hong Kong puts much effort on creating induced image. From the official
website of HKTB (2010), it states Hong Kong’s images are city of charm,
concentration of cultural diversity, cosmopolitan lifestyle and natural beauty.
Brand Hong Kong (2010) believes Hong Kong is a “dynamic, modern city –
multi-dimensional and always changing”. Also, Brand Hong Kong (2010)
identifies Hong Kong’s induced image are cosmopolitan, connected, dynamic,
secure and diverse.
3.2 Major Actors in Destination Marketing
Destination marketing activities are implemented by multiple of individuals and
organization. Kotler, Haider and Rein (1993) believe public sector actors,
private sector actors, regional actors, national actors and international actors
are the major actors in place marketing. In the following parts, the study will
focus on public and private sector actors related to Hong Kong Tourism.
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3.2.1 Public Sector Actors
Public sector actors are actors related to place marketing activities including
city manager, urban planning department, tourist bureau, convention bureau,
public information bureau and infrastructure managers (Kotler, Haider and
Rein, 1993).
3.2.1.1 The Roles of Destination Marketing Organization
Inkson and Kolb (1998, p.6) define destination marketing organization (DMO)
as “formal entities in which a complex interaction of people, materials, and
money is used for the creation and distribution of goods and services”. Pike
(2008) suggests DMO is responsible for managing an identifiable destination including strategies, coordination, marketing product development, information provision and protection.
DMO of Hong Kong is HKTB. According to the official website of HKTB (2010),
HKTB works in partnership with Government departments, travel-related sectors and other entities directly or indirectly related to tourism. In addition, another role of HKTB is conducting researches for visitor profiles and
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preferences. These researches are used for developing HKTB’s marketing
strategies for visitors from different markets and segments. Also, HKTB utilize
different channels, organizes comprehensive campaigns and programs to
enrich visitors’ experiences.
According to HKTB website (2010), HKTB established Quality Tourism
Services (QTS) Scheme to ensure it is easy for visitors to find shops,
restaurants, hair salons and accommodations that visitors can trust. Under the
scheme, QTS-accredited establishments must pass strictly annual assessments to proof the shops meet high standards of product quality and service.
3.2.1.2 Hong Kong Infrastructure
Meetings and Exhibition Hong Kong (MEHK, 2010) identifies Hong Kong has a great infrastructure system to enhance its global positive image and tourism.
Also, MEHK (2010) states Hong Kong is a global marketplace that links the booming economies of Mainland China and Asia with major markets worldwide.
There are about 800 flights a week between Hong Kong and major mainland cities. In Hong Kong, more than 60 airlines operate 2,400 flights a week to over
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120 worldwide destinations. In fact, 50% of the world’s population only takes within 5 flying hours to Hong Kong. In addition, getting around within Hong
Kong is easy because of comfortable air-conditioned taxi, highly efficient subway and train system.
On the other hand, MEHK (2010) defines Hong Kong full of comprehensive venues offering for meetings, incentives, conventions and exhibitions (MICE).
AsiaWorld-Expo (AWE), Hong Kong Convention and Exhibition Centre
(HKCEC) and Kowloonbay International Trade & Exhibition Centre (KITEC) are the examples of MICE venues in Hong Kong.
3.2.2 Private Sector Actors
Kotler, Haider and Rein (1993) state private sector actors include retail industries, taxi companies, tour packagers and travel agencies. Laws (1995) states there are many organizations promote particular destination, includes hotels, airlines, and tour operators, many of whom may not be based in the destinations.
Hong Kong not only promotes the destination, but also promotes its hotels,
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theme parks, retailers and tour operators. There are many tourism related private sectors with professional and quality service in Hong Kong. Each private sector has its own promotion strategies. In the following, the author will focus on some private sectors examples in Hong Kong.
There are some tour operators in Hong Kong, they have their own promotion.
The examples of Hong Kong local tour operators are Gray Line Tours (Hong
Kong) Limited, Watertours of Hong Kong Limited, the Big Bus Company (Hong
Kong) and Rickshaw Sightseeing Bus.
On the other hands, diverse attractions in Hong Kong have its own promotion strategies. Disneyland Hong Kong and Ocean Park are famous theme parks in
Hong Kong. Other attractions such as the Peak, Ngong Ping 360, parks, large scale shopping malls, department stores and museums promote themselves to attract visitors.
3.2.3 Coordination of Public and Private Sectors
It is a big challenge to coordinate all public and private sector actors in tourism industry into a cohesive working body, since tourism is a fragile industry (Kotler,
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Haider and Rein, 1993).
From above mentioned, HKTB (2010) states it works in partnership with
relevant Government departments and organizations, travel-related sectors,
and other entities directly or indirectly related to tourism. HKTB have regular
consultation with stakeholders. Also, HKTB participates in some strategy
groups and forums. These actions endure HKTB cooperates and
communicates well with all stakeholders.
3.3 Promotional Tools for Hong Kong
There are many promotional tools for marketers to promote destinations.
Kotler (1993) states the major influence promotion tools are advertising, direct marketing, sales promotion, public relation and personal selling. Holloway
(2004) believes advertising, brochure, sales promotion, direct marketing and
public relation are main methods that can reach to the customers. In the following, the author will focus on main promotional tools in Hong Kong include advertising, online marketing, travel brochure and special events.
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3.3.1 Advertising
Holloway (2004) states the main purposes of advertising tourism products are informing, persuading and reminding. Pike (2008) believes the role of advertising is to stimulate the desired images of the brand in the mind of consumer. On the other hand, Holloway (2004) states tourism advertising can via publications, television, radio, outdoor advertising, e-advertising and piggyback advertising.
According to HKTB (2007), HKTB has comprehensive advertising campaigns through numerous channels in different countries, such as Cable News
Network (CNN) and Discovery Networks International, Japan’s Asahi Shimbun newspaper, Getaway TV (Australian TV’s top travel show), Veronica TV. The advertising formats are TV commercials and outdoor advertisements. These promotion campaigns reached more than 60% of the target markets (HKTB,
2007).
An innovative promotion video highlights excitement, adventure and action of
Hong Kong was developed by HKTB and regional cable TV channel AXN. This video was broadcasted across 20 counties in Asia to promote Hong Kong,
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such as South Korea, India and Thailand (HKTB annual report, 2007).
3.3.2 Online Marketing
Gertner, Berger, and Gertner (2006) believe the Internet is an important part of
marketing strategy. Global products marketers should have a web presence.
The true is it is necessary to promote and distribute tourism-related services to consumer markets via the Internet in this rapidly growing market (Palmer
2004).
According to Law and Ngai (2005), there is increasing popularity of online travel, at the same time, travelers increase their expectation and experience levels of the context of Hong Kong-based travel websites. Law and Ngai (2005) highlight there are total 126 locally based travel websites were found in Hong
Kong in June 2004.
HKTB establishes a comprehensive and user-friendly website
(discoverhongkong.com), which has linkages with other tourism related websites. According to HKTB (2007), HKTB develops online consumer advertising and promotion campaigns to promote Hong Kong. HKTB joined
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number of online travel agencies, such as Zuji.com and Travelocity, to increase outbound visitors as free independent travelers to visit Hong Kong
(HKTB, 2007).
3.3.3 Travel Brochure
Holloway (2004) defines travel brochure can be in form of listing of package holidays, or descriptive booklet on destinations. Travel brochure is an important tool in marketing tourism. Pike (2008) defines there are two roles of brochure. First role is attracting tourists to the destination; second role is as visitor guides for tourists to plan their trips.
HKTB (2010) states it established Visitor Information & Services Centre to assist visitors and enhance the experience of visitors. The centers are located at Hong Kong International Airport, the Peak, Tsim Sha Tsui and Lo Wu
Terminal Building. HKTB is here to serve Hong Kong visitors as service consultants. Numerous travel brochures deliver in the centre. These brochures provide comprehensive tourist information for visitors to understand the latest happenings and attractions in Hong Kong. The examples of Hong Kong visitor guides are HK360 published by Asia Travel Media Group and “Time Out” Hong
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Kong published by Time Out Guide Limited.
3.3.4 Special Events and Festivals
Special events approach may be based on celebration of focus residents, tradition or important centenary. The interests of these events can sustain to promote the destination. The special events can be in form of sport events or international cultural festivals (Laws, 1995).
HKTB (2010) states Hong Kong as “the Events Capital of Asia, offers a smorgasbord of fascinating and exciting events ranging from colourful local festivals to world-class arts and sports events”. HKTB categorizes Hong
Kong’s events and festival into four directions. First direction is art, music and entertainment; the key examples are Hong Kong Art Festival and Hong Kong
International Film Festival. Second direction is sport and outdoor, such as
Hong Kong Marathon and Hong Kong Sevens. Third direction is festivals and culture, such as Chinese New Year, Hong Kong Dragon Boat Carnival and
Mid-Autumn Lantern Celebration. Another direction is shopping, dinning and others, such as Hong Kong Wine & Dine Festival. Other examples of this direction can be the international trade fairs hold in Hong Kong, such as,
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Ani-Com & Games Hong Kong and Hong Kong International Jewellry Show.
Holloway (2004) highlights exhibitions and trade fairs now play an important role in travel industry. Travel fairs create business opportunities for sellers to promote their travel products. World Travel Market (WTM) in London and
International Tourism Exchange in Berlin (ITB) are examples of international significant travel fairs. Pike (2008) believes trade shows is an effective method to use personal selling to launch new products, brands and services to consumers.
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Section 4 Method of Investigation
This will be a qualitative study using the case studies method. The information
will be collected from secondary data including books, journals, websites and
other sources related to tourism industry, destination marketing and Hong
Kong tourism.
4.1 Secondary Research
This study utilizes secondary research. Secondary data includes general
statistics and information will be collected, for instance, the theory of
destination marketing, background of Hong Kong tourism and promotion strategies taken by Hong Kong. Most of the secondary data are collected from
following sources:
Books
Case Study Research: Design and Methods
Destination Marketing: An Integrated Marketing Communication Approach
IMC: Using Advertising and Promotion to Build Brands
Managing Brand Equity
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Marketing for Tourism
Marketing Places: Attracting Investment, Industry, and Tourism to Cities,
States and Nations
Strategic Brand Management
Tourist Destination Management: Issues, Analysis and Policies
Tourism Marketing: Quality and Service Management Perspectives
The Internet Challenge for Destination Marketing Organizations
Vacationscape: Designing Tourist Regions
Journals
Journal of Hospitality & Leisure Marketing
Journal of Hospitality & Tourism
Journal of Marketing
Journal of Sustainable Tourism
Journal of Travel & Tourism Marketing,
Journal of Travel Research
Journal of Vacation Marketing
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Websites
discoverhongkong.com/
partnernet.hktb.com/
brandhk.gov.hk/en/
tourism.gov.hk/
discoverhongkong.com/mice/eng/
Annual Reports
HKTB Annual Report 2006/2007
HKTB Annual Report 2007/2008
HKTB Annual Report 2008/2009
Database
Google Scholar
EBSCO
ProQuest
4.2 Case Studies Method
Yin (2003, p 13), defines case studies as “empirical inquiry that intends to
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investigate a contemporary phenomenon within its real-life context especially when the boundaries between the phenomena and the context are not clearly evident”. Case studies method is a research method based on an in-depth investigation of individual, group, or event. In addition, Case studies method presents data and information systematically.
The concepts of destination marketing and branding was addressed in large amount of books, journals and articles. This valuable information contributes to the section of literature review and enhances the conviction of this study.
Literature review not only covers the theories of destination branding and marketing, but also the applications and reality of Hong Kong Tourism.
The Internet resources are a great pool of valuable information. In this study, the statistics and information of Hong Kong are mainly collected from official website of HKTB, HKTB PartnerNet, Brand Hong Kong and Hong Kong
Tourism Commission. The data from above channels are accurate as they are official bodies, who carried out large-scale researches and analysis.
In addition, the author visited the Visitor Information & Service Centre in Tsim
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Sha Tsui to obtain further information, including visitors’ guides, brochures and leaflets related to Hong Kong Tourism.
4.3 Advantages of Case studies
There are three main advantages for choosing case studies as the most appropriate method for this study. First, case studies offer rich insights from different kinds of experts, professionals, researchers and scholars. It allows covering different people’s arguments and ideas plus the information is more objective and reliable. Second, it allows multiple sources of information.
Qualitative method allows the researcher to utilize secondary data from different sources. It is a convenient and comprehensive research method. Last advantage is it can identify new ideas and issues for the further investigation.
4.4 Limitations of Research
It would be noticed that there are few key limitations in using secondary data only. First, there is too many information available on the Internet. Some of the information may be directly related to the topic, but most of information is outdated. The fact is much information on the internet need to be updated and
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verified. Second, it is very time-consuming to scan such large amount of information from the Internet, as the information may be similar, invalid and not accurate. Third, secondary data is not comparable, there is much existent data is available than you know.
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Section 5 Findings and Analysis
In this section, the findings of this study are discussed. After summarizing the collected materials related to destination marketing and Hong Kong tourism, a figure (See Figure 3) presents main successful factors of Hong Kong tourism is developed.
Figure 3. Successful Elements of Hong Kong as a Tourism Destination
(1) Outstanding
Current Brand and
Images
(7) High Service (2) High Standard
Quality Infrastructure
Successful
Elements of Hong (3) Diverse and Kong as a Tourism (6) Great DMO - Effective Promotion Destination HKTB Channels
(5) Diverse
Attractions and (4)Event Capital
Activities
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Table 3. List of references of Figure 3 Name of parts References 5.1 Outstanding Current Brand and Aaker (1996) HKTB (2010) Image Baloglu (1997) Hunt (1975).
Blain, Levy and Ritchie (2005) Law and Cheung (2010)
Brand Hong Kong (2010) Pike (2008)
Duncan (2002) Ritchie and Robin (1998)
Gunn (1988)
5.2 High Standard Infrastructure Henderson (2001) MEHK (2010)
HKTB (2010) Pike (2008)
Kotler, Haider and Rein
(1993)
5.3 Diverse and Effective Promotion Hankinson (2004) Ocean Park Hong Kong (2011) Channels HKTB (2007) Palmer (2004)
HKTB (2008) Pike (2008)
HKTB (2010) The Peak Hong Kong
HKTB PartnerNet (2011) (2010)
5.4 Event Capital Mckercher (2008) Laws (1995)
Mckercher, Wan and Tse Law and Cheung (2010)
(2006)
HKTB (2010)
5.5 Diverse Attractions and Activities Mckercher (2008) Law and Cheung (2010)
HKTB (2010) Law and Ngai (2005)
Huang and Hsu (2005) Lo, Cheung and Law (2002)
5.6 Great DMO-HKTB Mckercher (2008) Inkson and Kolb (1998)
HKTB (2010) Pike (2008)
HKTB PartnerNet (2011)
5.7 High Service Quality Mckercher (2008) Law and Cheung (2010)
HKTB (2010) Law and Ngai (2005)
HKTB PartnerNet (2011)
The results of this study reveal the successful elements of Hong Kong tourism are categorized as follow: (1) outstanding current brand and images; (2) high standard infrastructure; (3) diverse and effective promotion channels; (4) event
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capital; (5) diverse attractions and activities; (6) great DMO - HKTB; and (7)
high service quality. In addition, table 3 lists the references of development of
the figure accordingly.
5.1 Outstanding Current Brand and Images
One essential element of tourism destination is having good branding and
images. Gunn (1988) believes branding and induced image are the ways
destination marketers should focus on. The current brand and images of Hong
Kong are analyzed in this study. The author collects and reviews the materials
related to destination brand and images of Hong Kong.
Hong Kong has a distinctive logo published by Brand Hong Kong, which synonymous Hong Kong’s distinctive culture, spirit and style. The logo is
composed by a flying dragon and the slogan “Asia’s world city”. The lion rock represents Hong Kong’s culture, while the multiple colours represent Hong
Kong’s styles and features are diverse and dynamic (Brand Hong Kong, 2010).
The core values of Hong Kong Brand are collected in the study. Band Hong
Kong (2010) states these unique values highlight Hong Kong is a place mix
with free, enterprising, quality living, innovative and excellence. Free means
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Hong Kong is an open society has economic and social freedoms. Enterprising
means Hong Kong people are efficient, industrious and resilient. Quality living
represents Hong Kong people looking for quality of life and appreciates arts, culture, nature and heritage. Innovative means creativity and originality.
Excellence represents quality, professionalism and progress are valued in
Hong Kong.
The induced images of Hong Kong are cosmopolitan, natural beauty, cultural diversity, charm, connected, secure, dynamic, diverse and modern. Also, another image of Hong Kong is a place mix with eastern and western culture
(HKTB, 2010; Brand Hong Kong, 2010).
As a result, the distinctive and outstanding destination brand and images is an effective promotional tool of Hong Kong tourism. Excellent branding can highlight and enhance the unique selling point of Hong Kong.
5.2 High Standard Infrastructure
In this study, the author collects the information of Hong Kong’s infrastructure including transportation system, convention and exhibition facilities.
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Infrastructure is one of the public sectors to promote tourism destination (Kotler,
Haider and Rein 1993). The infrastructure system takes role in promoting tourism destinations.
Hong Kong is connected, where has first-rate infrastructure and communications network. MEHK (2010) states Hong Kong has highly efficient subways and good transportation system. The public transportation in Hong
Kong, such as bus, taxi and Mass Transit Railway (MTR), is convenient for
Hong Kong residents and travelers. In addition, the development of Airport
Express of MTR and MTR Corporation (Shenzhen) Limited is convenient for international and Mainland Chinese tourists to travel in Hong Kong.
In addition, MEHK (2010) states there are more that 2,400 flights operated to over 120 worldwide destinations per week, includes 800 flights operates to
Mainland China. Also, 50% of the world population only takes within 5 flying hours to Hong Kong. In short, International travelers are easy to visit Hong
Kong.
In addition, there are many comprehensive MICE venues in Hong Kong
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including AWE, HKCEC and KITEC. All of these venues are in high quality and achieve international standard. Also, these comprehensive MICE facilities attract many large scale exhibition, meetings, conventions, forums and seminars were held in Hong Kong (MEHK, 2010). HKTB PartnerNet (2011) states the number of MICE arrivals was over 1.4 million visitors in 2010.
As a result, Hong Kong is a place with high accessibility and high standard infrastructure. Great infrastructure system is one promotion elements to attract tourists to visit Hong Kong.
5.3 Diverse and Effective Promotion Channels
This study investigates the overall promotion strategies of Hong Kong Tourism.
The main promotion tools of Hong Kong are advertisement, trade fairs, online marketing and travel brochures.
The collected information shows Hong Kong has comprehensive promotion.
The promotion campaigns, events and advertisements are highly coverage to all over the world. Table 4 outlines the list of promotion campaigns around the world launched by HKTB in recent years. The author finds Hong Kong tourism
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promotion covered Mainland China, Taiwan, North Asia, South and Southeast
Asia, Australia, New Zealand and South Pacific and Americas. Also, each region had tailor-made promotion strategies to increase the effectiveness of promotion. On the other hand, HKTB (2007) states they organized five major travel missions to promote Hong Kong as a business platform. These travel missions attracted more than 585 key travel trade partners to attend, such as
South Korea, Mainland China, Japan, India and Thailand.
On the other hand, the author finds online marketing of Hong Kong tourism is highly accessible. Hong Kong’s travel websites usually allows bilingual versions for visitors including traditional Chinese and English. The official website of HKTB offers 12 languages and 18 versions to visitors, including
English, traditional Chinese, simplified Chinese, Arabic, Dutch, German,
French, Korean, Japanese, Malaysian, Russian, Spanish and Thai.
Multilingual website ensures all people from different countries can receive useful information. The official website of the Peak Hong Kong (2010) offers
English, traditional Chinese, simplified Chinese, Korean and Japanese for visitors. In addition, the official website of Ocean Park (2011) offers English, traditional Chinese, simplified Chinese and Korean for visitors.
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Table 4. Promotion campaigns around the world by HKTB
Location Promotion Campaigns Mainland China Individual Visit Scheme (IVS) Road shows in Beijing, Shanghai, Guangzhou and Chengdu Mobile truck promotion in Guangdong, Guangxi and Fujiam UnionPay Discover Hong Kong Club promotional programme Partnerships with TV channels, major newspaper and national magazine Internet marketing, such as partnership with Ctrip.com and Mangocity.com Quarterly Hong Kong Travel Guidebook “Quality & Honest Hong Kong Tours” counters in key travel outlets (HKTB, 2007; HKTB, 2008)
Taiwan TV commercials Cooperation with over 23 travel agents in Taiwan Web marketing Advertorials Trade and media co-operative programmes
Attend 15th Taipei International Travel Fair Complement with the film Lust, Cautions to promote Hong Kong (HKTB, 2007; HKTB, 2008)
North Asia Advertising in Japan’s Asahi Shimbun newspaper Work closely with Walt Disney Japan to promote Hong Kong Disneyland Cooperate with 67 travel agents in Japan Work with the O’live TV Network (Korean TV channel) and Hana Tours Develop moving images and video in MSN Special Site Hong Kong Shopping Star Campaign for Korean (HKTB, 2007; HKTB, 2008)
South and TV commercials Southeast Asia External advertisements on bus Cooperate with Voyages Television India (VTV) Partnership with Zuji.com Integrate Multi-media promotion in India Advertising in Times of India (HKTB, 2007; HKTB, 2008)
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Australia, New Partnership with Fairfax media group, ninemsn and Yahoo!7 online portals Zealand and Advertising in Getaway TV (Australian TV’s travel show) South Pacific Publish Family Fun in Hong Kong Guide Partner with Virgin Atlantic and MX newspaper (HKTB, 2007; HKTB, 2008)
Americas Partnership with Travelocity (online portals) Partnership with CNN, NBC New Media, CHUM TV, Citytv.ca, Style at Home magazine and mochasofa.ca Advertising in KMZT-FM and KKGO-AM, KMZT (Los Angeles) Partnership with Cathy pacific Airways, Langham Place hotel United Airlines and Border bookshops for Canadian market Partnership with ABC Radio Network and National Geographic Traveler (HKTB, 2007; HKTB, 2008)
Europe, Africa Focus on UK, Germany and France and the Middle Partnership with FNAC department stores, Cathay Pacific Airways and TV Moda East for Italian market Advertising in Veronica TV and BNN TV Partnership with German tour operators Black Taxi Campaign (Advertising by taxi) (HKTB, 2007; HKTB, 2008)
In sum, Hong Kong has diverse and effective promotion channels. Hong Kong utilizes diverse promotion channels to promote itself to the world. Also, Hong
Kong has effective online marketing through its multilingual travel website.
5.4 Events Capital
Events can sustain to promote destinations (Laws, 1995). There are many
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signature events and festivals hold in Hong Kong. HKTB (2010) states Hong
Kong as “event capital of Asia”, which host different festivals and events with different themes, including international large-scale exhibitions and conventions, world-class arts and sport events, fascinating special events and local cultural festivals. The world-class arts and sport events, international exhibitions and conventions attracted oversea visitors to Hong Kong. The cultural festivals represented Hong Kong’s unique traditional culture and characteristics.
However, special festivals and events are not the main targets of most visitors of Hong Kong. According to a study by Mckercher, Wan and Tse (2006), about
80% visitors were unaware of the cultural festivals and special events prior to arrival Hong Kong. Law and Cheung (2010) identifies special events were rarely mentioned in Mainland Chinese visitors’ blog because bloggers visited main attractions and were less aware of special events in Hong Kong.
5.5 Diverse Attractions and Activities
Hong Kong has innovative and diverse travel products, including attractions and activities. Mckercher (2008) believes the main purposes of tourists who visited to Hong Kong are based on the well-known tourist attractions and
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diverse activities. Law and Cheung (2010) suggests tourists’ attractions and
activities of Hong Kong could be categorized into theme parks, green, heritage
and culture, shopping, special markets, outlying islands and others.
According to the findings related to Hong Kong inbound tourists’ behaviors, shopping is the most famous tourists’ activity in Hong Kong (Mckercher, 2008;
Law and Cheung, 2010). Hong Kong has many world-class shopping centers and special markets. Special markets, such as Temple Street Night Market,
Stanley Market and Ladies Market, are full with traditional distinctive features of Hong Kong. Law and Cheung (2010) states telecommunication equipments, cosmetics and skincare products, handbags, shoes, and leather products are considered as worth purchasing products in Hong Kong. The main reasons are the quality of these products and value for money.
Other famous attractions are Ocean Park, the Peak and Avenue of Stars.
Normally, these attractions have positive comments and high number of visitation. Nature attractions such as Victoria Harbor, Hong Kong Park, Sai
Kung, and outlying islands also attract large number of tourists to visit (Law and Cheung, 2010; Mckercher, 2008).
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Interestingly, new developed attractions, such as Hong Kong Disneyland,
Hong Kong Wetland Par and Ngong Ping 360 cable cars, are less famous for tourists. There are quite a few of negative feedbacks on these new tourist attractions. In addition, traditional cultural attractions are less attractive to inbound tourists, such as temples and heritages (Law and Cheung, 2010;
Mckercher, 2008).
As a result, Hong Kong has diverse tourists’ attractions and activities offer to tourists and overall achieve high satisfaction. Diversification can satisfy the different needs of different tourists. Hong Kong promotes its diverse image by their wide range of activities and attractions.
5.6 Great DMO - HKTB
DMO is essential for a tourism destination to create and distribute travel products and services (Inkson and Kolb, 1998). This study investigates the efforts of Hong Kong’s DMO, which called HKTB.
HKTB is responsible to develop strategies, coordination, marketing products,
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and information provision for Hong Kong tourism. In order to attract and satisfy different target markets, HKTB has tailor-made marketing plans for different target regions. HKTB has developed different themes of Hong Kong to remain innovative and fresh images, such as “Hong Kong – Live It. Love It!” in 2005,
“Discover Hong Kong Year” in 2006 and “Festive Hong Kong 2010”. Also,
HKTB has done many researches about visitors’ profiles and preferences to improve their strategic plans. In addition, HKTB cooperates well with tourism related organizations and travel related sectors (HKTB, 2010).
As a result, HKTB’s roles and activities can fulfill the standard and criteria of an excellence DMO. In fact, HKTB plays an important role on promoting Hong
Kong as a successful tourism destination.
5.7 High Service Quality
In this study, the overall service quality of Hong Kong tourism industry is reviewed. According to Law and Cheung (2010) and Mckercher (2008), service quality of Hong Kong is perceived as good. The satisfaction level of visitors while shopping is high. Generally, service providers are perceived as enthusiastic and friendly.
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According to HKTB (2010), the Quality Tourism Services (QTS) Scheme established by HKTB is effective. QTS accredited shops offer high product quality and service standards to visitors. All in all, tourists are confident with the high quality service in Hong Kong.
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Section 6 Conclusions
6.1 Conclusions
This study analyzes the promotion strategies, branding and images of Hong
Kong. Hong Kong retains one of the most popular tourism destinations in the world. It is necessary to have comprehensive destination promotion strategies and management, because tourism is important to the economy of Hong Kong.
In 2010, there were more than 36 millions visitors visited Hong Kong and the total income associated with inbound tourism was about HKD $212.6 billions
(HKTB PartnerNet, 2011). It is necessary to keep reviewing and finding out the promotion strategies in Hong Kong because of the importance of tourism.
In this study, the author finds that successful brand is important for a destination to consolidate and reinforce the experience of travelers. The brand of Hong Kong is defined as “Asia’s world city”. Also, there is a mythical and powerful logo presents the brand and images of Hong Kong. The images of
Hong Kong are charm, cultural diverse, cosmopolitan, modern, connected, dynamic and natural. In short, Hong Kong has distinctive brand and images make people easy to have strong impression.
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On the other hand, there are two types of sectors are responsible for
promoting Hong Kong, includes public sector actors and private sector actors.
In fact, among of these sectors, HKTB plays a major role in promoting and
managing tourism of Hong Kong.
This study reviews promotional tools for tourism destinations. Hong Kong
mainly utilizes advertising, online marketing, trade fairs, travel brochures,
special events and festivals to promote Hong Kong. HKTB has tailor-made
promotion campaigns to counter with tourists from all over the world. Hong
Kong promotes itself as events capital of Asia, the true is special events and
festivals are one of unique selling points of Hong Kong.
The research findings clearly shows there are seven elements makes Hong
Kong becomes a successful tourism destination, which include (1) outstanding
current brand and images; (2) high standard infrastructure; (3) diverse and effective promotion channels; (4) event capital; (5) diverse attractions and activities; (6) great DMO - HKTB; and (7) high service quality. Based on these elements, Hong Kong is successful to keep capturing tourists from all over the world.
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Although there are some limitations when carrying out secondary research
process, it has no big influence in the study. The author decides to use the information from more reliable and official organizations, such as HKTB, HKTB
PartnerNet, Brand Hong Kong and Hong Kong Tourism Commission. In
addition, the author tries to find updated and proximate information to complete
this study.
In conclusion, the author learns much about destination marketing and
destination management by investigating a case of successful tourism
destination. Successful tourism destinations should have distinctive brand and
images, diverse tourist attractions and activities, great DMOs, good
accessibility and effective promotion channels. Tourism destinations meet the
above factors can attract tourist arrivals continuously.
6.2 Recommendations
At the end of this study, the author suggests three recommendations to
enhance the promotion strategies of Hong Kong. The recommendations are
discussed in the following parts.
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6.2.1 Encourage Tourists Be Aware of Traditional Culture
Since the findings of this study shows tourists of Hong Kong are not much
interested in cultural attractions, Hong Kong should enhance the promotion of cultural tradition to inbound tourists. In fact, Hong Kong is a destination rich of
Western and Eastern traditional culture harmoniously. Hong Kong aims to be
Asia’s preeminent international and cosmopolitan city with its unique fusion of
Eastern and Western heritages and culture (Hong Kong Tourism Commission,
2006). There are many valuable cultural attractions in Hong Kong worth tourists to experience, such as Big Buddha, St John's Cathedral, Sha Tin Che
Kung Temple and 1881 Heritage. However, Hong Kong promotes its modern and diverse images mainly. The author recommends Hong Kong should promote unique traditional culture image proactively. It can further enrich Hong
Kong’s attraction profile and travel experience for tourists.
6.2.2 Enhance Promotion of Hong Kong’s Events and Festivals
Hong Kong is event capital of Asia. However, there are some studies and
researchers found most of inbound travelers are unaware of cultural and
special events in Hong Kong before they come to Hong Kong.
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Since Hong Kong organizes many creative and distinctive events each year,
Hong Kong should promote this characteristic actively. HKTB created “Festive
Hong Kong” as the theme of Hong Kong in 2010, which promotes Hong Kong
offering diverse assortment of unique traditional Chinese festivals and Western
cultural celebrations. HKTB should keep and even organize more similar
campaigns to strengthen Hong Kong as event capital of Asia, since this is one of the unique selling points of Hong Kong tourism. Promoting events and festivals can further enhance the diverse and international image of Hong
Kong. In addition, Hong Kong may concentrate to promote key festivals during off season to further increase the number of tourists’ arrivals.
6.2.3 Improve the Tourists’ Perception on New Developed Attractions
According to the findings of this study, latest attractions such as Hong Kong
Disneyland, Hong Kong Wetland Park and Ngong Ping 360 cable cars are less attractive for tourists. Quite a few of researches found that visitors gave negative feedbacks on these new tourist attractions. On the other hand, tourists prefer to visit traditional attractions in Hong Kong, such as Ocean Park, the Peak and Victoria Harbor. The situation is that tourists more prefer to visit traditional tourist attractions than new developed attractions.
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It is necessary for Hong Kong to improve this situation, because it can enrich and diversify the experience of tourists. The author suggests that Hong Kong should shift the negative images of new developed attractions to be positive. It can be through public relations, advertisements and handling the negative feedbacks carefully. In addition, Hong Kong travel operators and HKTB should provide comprehensive information of these new attractions to potential customers to further introduce and promote the new developed attractions.
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