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

I

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.

II

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

III

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

IV

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

V

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

1

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

2

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)

3

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.

4

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.

5

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.

Source: Hong Kong Tourism Board PartnerNet (2011).

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

Macau)

7,873,274 +17.2%

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

6

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.

Source: Hong Kong Tourism Board PartnerNet (2011).

Table 2. Number of overnight arrivals in 2010

Market Regions 2010 Overnight

Visitor Arrivals

Vs 2009

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

7

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.

8

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).

9

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).

10

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

11

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.

12

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

13

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

14

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,

15

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,

16

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.

17

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,

18

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

19

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

20

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,

21

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.

22

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

23

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

24

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

25

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

26

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

27

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.

28

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

(7) High Service

Quality

(6) Great DMO -

HKTB

(5) Diverse

Attractions and

Activities

(4)Event Capital

(3) Diverse and

Effective Promotion

Channels

(2) High Standard

Infrastructure

(1) Outstanding

Current Brand and

Images

Successful

Elements of Hong

Kong as a Tourism

Destination

29

Table 3. List of references of Figure 3

Name of parts References

5.1 Outstanding Current Brand and

Image

Aaker (1996)

Baloglu (1997)

Blain, Levy and Ritchie (2005)

Brand Hong Kong (2010)

Duncan (2002)

Gunn (1988)

HKTB (2010)

Hunt (1975).

Law and Cheung (2010)

Pike (2008)

Ritchie and Robin (1998)

5.2 High Standard Infrastructure Henderson (2001)

HKTB (2010)

Kotler, Haider and Rein

(1993)

MEHK (2010)

Pike (2008)

5.3 Diverse and Effective Promotion

Channels

Hankinson (2004)

HKTB (2007)

HKTB (2008)

HKTB (2010)

HKTB PartnerNet (2011)

Ocean Park Hong Kong (2011)

Palmer (2004)

Pike (2008)

The Peak Hong Kong

(2010)

5.4 Event Capital Mckercher (2008)

Mckercher, Wan and Tse

(2006)

HKTB (2010)

Laws (1995)

Law and Cheung (2010)

5.5 Diverse Attractions and Activities Mckercher (2008)

HKTB (2010)

Huang and Hsu (2005)

Law and Cheung (2010)

Law and Ngai (2005)

Lo, Cheung and Law (2002)

5.6 Great DMO-HKTB Mckercher (2008)

HKTB (2010)

HKTB PartnerNet (2011)

Inkson and Kolb (1998)

Pike (2008)

5.7 High Service Quality Mckercher (2008)

HKTB (2010)

HKTB PartnerNet (2011)

Law and Cheung (2010)

Law and Ngai (2005)

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

30

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

31

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.

32

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

33

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

34

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.

35

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

Southeast Asia

TV commercials

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)

36

Australia, New

Zealand and

South Pacific

Partnership with Fairfax media group, ninemsn and Yahoo!7 online portals

Advertising in Getaway TV (Australian TV’s travel show)

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

and the Middle

East

Focus on UK, Germany and France

Partnership with FNAC department stores, Cathay Pacific Airways and TV Moda

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

37

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

38

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).

39

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,

40

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.

41

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.

42

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.

43

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.

44

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.

45

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.

46

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.

47

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.

48

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