ImprovingDestinationCompetitivenessviaRegionalCooperation

目的地競爭力的提升與旅游區(qū)域合作

宋海巖香港理工大學酒店與旅游業(yè)管理學院講座教授及副院長DeterminantsofDestinationCompetitiveness

旅游目的地競爭力提升的決定要素Resourceendowment資源稟賦NaturalResources自然資源Tourisminfrastructure旅游基礎設施Demandcondition需求環(huán)境Marketcompetition市場競爭條件DestinationManagement目的地管理Governmentsupport政府支持2ACaseStudy一個案例HsuandGu(2007)3Method

方法

Apurposivesamplingmethodwasusedtocollectthedata

采取目標抽樣法收集數(shù)據10individualsforeachcitywithexpertiseintourismandhospitalitywereinterviewed

每一目的地抽取十位旅游方面的專家4SWOT分析強勢Strengths

Eachcityhasitsownairport每一城市有自己的機場?HongKong’sinternationalaviationhub–longhaul香港是長線航空港?HMZBridge

港珠澳大橋?Varietyofexperiencesinacost-andtime-efficientmanner

擁有不同成本及時間效益的產品弱勢Weaknesses

TourismindustriesofMacauandZhuhaiarelessdeveloped

澳門及珠海的旅游業(yè)欠發(fā)達?HMZhavefewerhistoricalandculturalresourcescomparingtootherChinesedestinations

珠港澳的文化歷史資源難與其他中國城市媲美5SWOT分析Opportunity

機遇GeographicalandculturalproximitytomainlandChina

地理位置及文化與中國內地相近Threats

威脅Singapore,especiallyifSingaporeistoworktogetherwithMalaysiaandThailandtodevelopregionaltourism

新加坡與馬來西亞及泰國聯(lián)手發(fā)展區(qū)域旅游

Self-interestpursuitandinternalcompetition

追求自身利益與內部競爭6ComparativeAdvantagesofThreeCities

三個城市的相對競爭優(yōu)勢Productdifferentiation

產品差異化Clearlydifferentiablefromeachotherintermsofpricing

價格優(yōu)勢HongKongisadestinationwithagoodmixofshort-,medium-andlong-haulvisitors

香港擁有長中短線客源市場

MacauandZhuahaimainlytargetshort-haulandregionalordomesticmarkets

珠海澳門主要擁有短線及國內市場DifferenthistoriesofHMZmakeeachdestinationeasilydifferentiablefromtheotherinculture.歷史文化的差異7

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Eachofthethreeneedstodevelopinadirectiontocomplementratherthan

tooverlapwiththeothertwotominimizefuturecompetition

每一城市應發(fā)展各自的優(yōu)勢產品避免競爭Threedestinationscanbundletheir

tourismproductsandservicesintointegratedpackagesandpromotethemjointlytopotentialvisitors,especially

long-haulvisitors

聯(lián)合營銷8

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Makeintra-regionaltravelfrictionlesstoincreasetheefficiencyoftheirtourismcooperation

精簡區(qū)內履行的手續(xù)以提高合作效率HMZshouldjoinhandsintrainingtourismprofessionalstoimproveskillsandraiseservicequalityintheregion

聯(lián)合培養(yǎng)旅游人才與提升服務質量

Macau’smanpowerandlandbottleneckcanbebetterresolvedwiththehelpfromHongKongandZhuhai澳門的勞動力及土地瓶頸可由香港及珠海的優(yōu)勢解決9

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Whileconflictsandcompetitionsareunavoidable,theycanbemanagedandminimized

解決沖突和競爭的途徑

regulationsregardingtourismproductpricingandprinciplesofconductinmanpowerrecruitmentwithintheregionmustbeinstituted

制定旅游產品價格及人力資源雇用的規(guī)章制度Explicitethicalguidelinesincooperationneedtobeestablishedandstrictlyobserved遵循合作道德auditingandarbitrationmechanisms

建立相應的監(jiān)督與仲裁機制10Governments’Role

政府的作用threegovernmentsofHMZshouldplaytheleadingroleintourismcollaboration

三地的政府應該共同肩負起合作的責任guidethedirectionoftourismdevelopmentineachofthethreedestinations

領引發(fā)展方向cross-bordercheckpointissuecanonlybesolvedbetweenthegovernments

出入境問題只能由政府間的協(xié)商來解決anyjointdevelopmentinvolvinglandusemustfirstbesettledbetweengovernments

土地的使用由政府控制Supervisionandarbitration

監(jiān)督與仲裁11Challenges合作的挑戰(zhàn)

Simplifyboardcrossing簡化出入境手續(xù)

differentdevelopmentstagesofthethreedestinations

三地發(fā)展階段的不同benefitsofcooperationwouldaccruemoretoMacauandZhuhaibutlesstoHongKong

合作給珠海和奧門帶來的利益要大于給香港帶來的利益Structuralandculturalgapsbetweendestinations

結構與文化的差異12Cross-regionalorganization

跨區(qū)域的行政組織Aneedtoestablishanentitythatispowerfulenoughtocoordinatedevelopmentpoliciesandformulateajointplanthatwillbefollowedbyeachparty建立一個強有力的行政組織機構以保證合作發(fā)展政策及規(guī)劃的有效實施Thisentitymustbeauthoritativeandcanmakedecisionstoguideorinfluencegovernmenttourismpolicies

能夠影響政府決策Thisentityshouldalsobehighlyoperativeandactiveinsolvingproblemsresultingfromdifferentdevelopmentalstagesandstructuralandculturalgaps

有效解決合作中由于發(fā)展階段不同帶來的問題13Conclusion

結論eachcityshouldpositionitselfinadirectionthatismorecompatiblerather

thancompetitivewiththeothertwotominimizepotentialcompetition

各楊其長，避免競爭HMZshouldintegratetheirtourismproductsandservicesandpromotethemjointlytovisitors,especiallylong-haulvisitorsfrominternationalmarkets

統(tǒng)籌發(fā)展旅游產品，聯(lián)手營銷14Conclusion結論HMZcanpooltheirresourcestogethertojointlygrowtourismbusinessintheregion

統(tǒng)籌旅游資源HongKong’scapital

香港的資本Macau’slegalizedgamingstatus

澳門擁有博彩業(yè)合法營業(yè)執(zhí)照Zhuhai’slandandlabor

珠海的土地與人力資源ajointHMZregionalplanishighlyneeded

需要有一個區(qū)域總體規(guī)劃

anorganizationmustbeestablishedtoformulatetheregionalplanandsupervisetheimplementationoftheplan

需要成立一個區(qū)域機構，以便制定和監(jiān)督該計劃的實施15ThankYou謝謝!16謝謝觀看/歡迎下載BYFAITHIMEANAVISIONOFGOODONECHERISHESANDTHEENTHUSIASMTHATPUSHESONETOSEEKITSFULFILLMENTREGARDLESSOFOBSTACLES.BYFAITHIBYFAI