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Bsc (Honours) Tourism Management Sheffield Business School BSc (Honours) Tourism Management Title A comparative study of the tourism products between Hong Kong and Singapore Name LI, Wing Kei Student No 91206661 Month Year April 2011 Page １ / 59 Sheffield Hallam University Sheffield Business School Title A comparative study of the tourism products between Hong Kong and Singapore FULL NAME LI, Wing Kei STUDENT No 91206661 Supervisor: Dr. Connie Mok In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management. Month Year April 2011 Page ２ / 59 Acknowledgements This dissertation can be finished that was supported of the following people. Firstly, I would like to thank my dissertation supervisor, Dr. Connie Mok. Without her patience and tolerance to guild me get the right direction, I would ever complete this dissertation. Also, the valuable lesson of Learning Set and the analytical skills were taught by her, it was most important guideline of this dissertation. Secondly, I would like to thank Miss Iris Cheung, who always provides the important information such as the deadline of handing in this dissertation. Lastly, I would like to thank my parents and friends. When I had problems, they always stand by me and support me. Their support was the motivation for me to finish this dissertation. Page ３ / 59 Table of Contents Page Acknowledgements Section 1. Executive Summary 1 Section 2. Introduction 2.1 Background 3 2.2 Aim 4 2.3 The objective of the project 5 Section 3. Literature Review 3.1 Compare the tourism products between Hong Kong and Singapore 3.1.1 New attraction development of Hong Kong 7 3.1.2 New attraction development of Singapore 8 3.1.3 Shopping performance in Hong Kong 8 3.1.4 Shopping performance in Singapore 9 3.1.5 Meeting, Incentive, Conference and Exhibition (MICE) tourism in Singapore 10 3.1.6 Meeting, Incentive, Conference and Exhibition (MICE) tourism in Hong Kong 11 3.2 Competitive advantage 3.2.1 Economy in Singapore 14 3.2.2 Economy in Hong Kong 16 3.2.3 Cruise development in Hong Kong 17 3.2.4 Cruise development in Singapore 18 3.2.5 Tourism policy in Singapore 19 3.2.6 Tourism policy in Hong Kong 20 3.3 Target market 3.3.1 Target market in Singapore 21 3.3.2 Target market in Hong Kong 23 3.4 Tourism promotion 3.4.1 Tourism promotion of Hong Kong 25 3.4.2 Tourism promotion of Singapore 25 Page ４ / 59 Section 4. Methodology 4.1 Research design 26 4.2 The Case Study method 26 4.3 Advantage of the secondary research 26 4.4 Limitation of secondary data 28 Section 5. Finding and Analysis 5.1 Tourism policy 30 5.2 Retail (Shopping attributes) 33 5.3 New attractions 37 5.4 Cruise development 41 Section 6. Conclusion 6.1 Conclusion 44 6.2 Recommendation 47 References 49 Page ５ / 59 Section 1. Executive Summary The aim of the project is comparing the tourism products between Hong Kong and Singapore. It chooses the below eight elements; economy, attractions, shopping, Meeting, Incentive, Conference and Exhibition (MICE) tourism, Cruise development, tourism policy, target market and the tourism promotion to do the comparative study. And the objective is to compare the tourism products between Hong Kong and Singapore by studying their tourism products, target market, competitive advantages and tourism promotion. Singapore was selected to compare with Hong Kong in this project is because it has several similar criteria compare with Hong Kong such as both are depend on the financial sector; their tourism development is their major incomes; alike economy structure, tourism products and development scale. Firstly, in the project, it will use the case study and secondary research methods to analysis the difference between the above stated places. The advantages to use case study can involves extensive research, including document evidence of a particular issue or situation- symptoms, reaction, affect of certain stimuli and conclusion reached following the study can using in the project. On the other hand, the reason of using secondary research can be completed rapidly, and substantial useful secondary data can be collected in a Page ６ / 59 matter of days by skillful analysis and time saving, etc. It is useful to use the secondary research to enhance the understanding the differences. Secondly, the literature review is to through the books, website and journal, etc. to find out the dates and informations. The whole study will through the new attraction development, shopping performance, Meeting, Incentive, Conference and Exhibition (MICE) tourism, economy, cruise development, tourism policy and target market to find out the advantages and disadvantages between Hong Kong and Singapore. Thirdly, in the finding & analysis section, it found out the four important elements in Hong Kong and Singapore which were the new attractions, retail (shopping attributes), cruise development and tourism policy. Also, in this section, it analyzed two parts: performance and respondent’s result to prove which parts are working better in Hong Kong and Singapore. Lastly, a conclusion has made to conclude the comparative tourism products between Hong Kong and Singapore, besides recommendations are provided as reference for Hong Kong and Singapore to learn from each other. Page ７ / 59 Section 2. Introduction 2.1 Background Singapore’s economy (Shannon 2010) state that gross domestic product (GDP) grew by 18.1% in the first half quarter in 2010, and the Hong Kong’s economy mention that the (GDP) grew by 7.1% in the first half quarter in 2010. It seems the economy of Singapore is higher than Hong Kong. It is very interesting why a small population country like Singapore can build up many incomes in Asia. Is there any completed policy or strategy used in this country? Let us study the reasons behind. Singapore has the same financial industry as Hong Kong which is the main sector in Asia. And the tourism industry is one of the major parts of revenue in both Singapore and Hong Kong. For the tourism industry, the Singapore Tourism Board (2010) believes that Singapore has 9.7 million tourists travel in 2009 and Singapore would like to maintain their competitive advantage. NEWASIA Singapore (2010) mentions build two attractions such as Universal Studio and Sentosa are built in past months. It will be the threats of other countries industry. In Hong Kong, Financial is the mainly income part in it. Also, tourism industry income is one of earning in Hong Kong. The Hong Kong Commercial Newspapers (2010) mention that the China government offer the visa-free Page ８ / 59 access in the cities, allow the China residents come to Hong Kong travel, that will increase the incomes and support the tourism industry in Hong Kong. Although the tourism industry seems get benefit from individual visit scheme, but Hong Kong still facing several problems, such as limited attractions, less tourism promotion and the global economy downturn effect. So it is interesting to explore and evaluate the tourism products of Hong Kong. Singapore has the same types of economy structure, tourism products and development as Hong Kong; this is the reason why I choose these two places to compare. 2.2 Aim This project is comparing the tourism products in Hong Kong and Singapore. It chooses the elements of economy, attractions, shopping performance, MICE tourism, Cruise development, tourism policy, target market and the tourism promotion to do the comparative study. Page ９ / 59 2.3 The objectives of the project 1. To compare the tourism products between Hong Kong and Singapore; 2. To compare the target market between Hong Kong and Singapore; 3. To analyze the competitive advantages of Hong Kong; and 4. Tourism promotion between Hong Kong and Singapore. Page １０ / 59 Section 3. Literature Reviews 3.1 Compare the tourism products between Hong Kong and Singapore 3.1.1. New attraction development in Hong Kong 3.1.2 New attraction development in Singapore 3.1.3 Shopping performance in Hong Kong 3.1.4 Shopping performance in Singapore 3.1.5 Meeting, Incentive, Conference and Exhibition (MICE) tourism in Singapore 3.1.6 Meeting, Incentive, Conference and Exhibition (MICE) tourism in Hong Kong 3.2 Competitive advantage 3.2.1 Economy in Singapore 3.2.2 Economy in Hong Kong 3.2.3 Cruise development in Hong Kong 3.2.4 Cruise development in Singapore 3.2.5 Tourism policy in Singapore 3.2.6 Tourism policy in Hong Kong 3.3 Target market 3.3.1 Target market in Singapore Page １１ / 59 3.3.2 Target market in Hong Kong 3.4 Tourism promotion 3.4.1 Tourism promotion of Hong Kong 3.4.2 Tourism promotion of Singapore 3.1 Compare the tourism products between Hong Kong and Singapore 3.1.1 New attractions development of Hong Kong In Hong Kong, the major new attractions development is in Ocean Park, Disneyland and The West Kowloon Cultural District (WKCD). Yu (2009) mention that the theme park managing director of Hong Kong Disneyland Andrew Kam said the Disneyland will expand the areas in Hong Kong. There will have theme areas, they are “Grizzly Trail”, “Mystic Point” and “Toy Story Land” and there will increase the number of attractions from 30 to more than 100. Other side the Ocean Park (2010) states that will open the news one of Aqua City. It’s all- new world –class marine themed area opening on 27 January 2011. Another is the Ocean Express, it’s a fun way travel from Ocean Park’s waterfront to the excitement at the Summit and transport up to 5000 people per hour in each direction.
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