CrossBorderTourisminthePearlRiverDeltaChallengesandOpportunities演示文件修改版.pptVIP

Cross Border Tourism in the Pearl River Delta: 珠江三角洲的跨境旅游：Challenges and Opportunities 挑战与机遇 Prof Bob McKercher 鲍勃·麦克彻教授 School of Hotel and Tourism Management 酒店及旅游业管理学院 The Hong Kong Polytechnic University 香港理工大学 December, 2008 2008年12月 Need to do things Differently and Better力求别出心裁、更加出色 Shift in tourist flows 游客流的变化 Intense competition 激烈的竞争 Decline in consumer brand loyalty 消费者品牌忠诚度下降 Current financial situation 目前金融状况 Co-optition既合作又竞争 intense competitors at one scale might be partners at another scale. 强有力的竞争对手同时可以是伙伴 Get the tourists to come to the region (co-operation) 使游客到旅游地来（合作） + fight over how to serve them best (competition). 竞相为游客更好地服务（竞争） = co-optition 既合作又竞争 Challenge挑战 Collaboration between countries/economies is hard to achieve 国家或经济体之间的合作很难达成 competing destinations in different countries working collaboratively for their mutual benefits 各国互相竞争之目的地为共同利益进行合作 politics of tourism 旅游业的政治因素 perceived inequalities in partnerships 显而易见的不平等伙伴关系 inevitable need for one sovereign state/destination to take the lead and others to follow 完全有必要由一个主权国家或目的地一马当先、其他跟上 Assessing Cross Border Collaboration Potential评估跨境合作潜力 Externalities外在因素 Deep economic relations 千丝万缕的经济关系 Integrated economies 一体化的经济 Seamless border crossings 无缝跨境 Visa free travel 免签证旅游 Value of cross border tourism 跨境旅游价值 Each destination sees a benefit and wants a benefit 每个目的地都看到利益并想得到利益 Internal ‘Fit’内部“适合” Each destination must be a destination in its own right 各目的地都必须具有自己的特色 Destination sets need to be complementary 目的地应当具有互补性 Importance of Perception 认识的重要性 2 Optimal Situations两种最佳状况 1) Broader destination area already has an identifiable image and sub-components match that 边境目的地区域已经具有自己旅游形象特色，次组成部分与之吻合 “Europe” 欧洲 France 法国 Germany德国 Italy 意大利 2) At initial stage of lifecycle 循环周期初始阶段 “Mekong River” 湄公河 Usually short lived until destinations develop their own identity 在目的地国家开发出各自特色之前通常短促 Uniqueness Continuum 特色模式 Creating a ‘New’ Tra