旅游目的地竞争力的提升跟区域合作资料.pptVIP

Improving Destination Competitiveness via Regional Cooperation 目的地竞争力的提升与旅游区域合作 宋海岩 香港理工大学酒店与旅游业管理学院 讲座教授及副院长 Determinants of Destination Competitiveness旅游目的地竞争力提升的决定要素 Resource endowment资源禀赋 Natural Resources自然资源 Tourism infrastructure 旅游基础设施 Demand condition 需求环境 Market competition 市场竞争条件 Destination Management 目的地管理 Government support 政府支持 * A Case Study 一个案例 Hsu and Gu (2007) * Method 方法 A purposive sampling method was used to collect the data 采取目标抽样法收集数据 10 individuals for each city with expertise in tourism and hospitality were interviewed 每一目的地抽取十位旅游方面的专家 * SWOT 分析 强势Strengths Each city has its own airport每一城市有自己的机场 ? Hong Kong’s international aviation hub – long haul香港是长线航空港 ? HMZ Bridge 港珠澳大桥 ? Variety of experiences in a cost- and time-efficient manner 拥有不同成本及时间效益的产品 弱势Weaknesses Tourism industries of Macau and Zhuhai are less developed 澳门及珠海的旅游业欠发达 ? HMZ have fewer historical and cultural resources comparing to other Chinese destinations 珠港澳的文化历史资源难与其他中国城市媲美 * SWOT 分析 Opportunity 机遇 Geographical and cultural proximity to mainland China 地理位置及文化与中国内地相近 Threats 威胁 Singapore, especially if Singapore is to work together with Malaysia and Thailand to develop regional tourism 新加坡与马来西亚及泰国联手发展区域旅游 Self-interest pursuit and internal competition 追求自身利益与内部竞争 * Comparative Advantages of Three Cities三个城市的相对竞争优势 Product differentiation 产品差异化 Clearly differentiable from each other in terms of pricing 价格优势 Hong Kong is a destination with a good mix of short-, medium- and long-haul visitors 香港拥有长中短线客源市场 Macau and Zhuahai mainly target short-haul and regional or domestic markets 珠海澳门主要拥有短线及国内市场 Different histories of HMZ make each destination easily differentiable from the other in culture. 历史文化的差异 * How Should HMZ Cooperate With Each Other?港珠澳应怎样合作呢？ Each of the three needs to develop in a direction to complement rather than to overlap with the other two to minimize future competition 每一城市应发展各自的优势产品避免竞争 Three destinations can bu