旅游目的地竞争力的提升与区域合作

ImprovingDestinationCompetitivenessviaRegionalCooperation

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DeterminantsofDestinationCompetitiveness

旅游目的地竞争力提升的决定要素Resourceendowment资源禀赋NaturalResources自然资源Tourisminfrastructure旅游基础设施Demandcondition需求环境Marketcompetition市场竞争条件DestinationManagement目的地管理Governmentsupport政府支持2ACaseStudy一个案例HsuandGu(2007)3Method

方法

Apurposivesamplingmethodwasusedtocollectthedata

采取目标抽样法收集数据10individualsforeachcitywithexpertiseintourismandhospitalitywereinterviewed

每一目的地抽取十位旅游方面的专家4SWOT分析强势Strengths

Eachcityhasitsownairport每一城市有自己的机场•HongKong’sinternationalaviationhub–longhaul香港是长线航空港•HMZBridge

港珠澳大桥•Varietyofexperiencesinacost-andtime-efficientmanner

拥有不同成本及时间效益的产品弱势Weaknesses

TourismindustriesofMacauandZhuhaiarelessdeveloped

澳门及珠海的旅游业欠发达•HMZhavefewerhistoricalandculturalresourcescomparingtootherChinesedestinations

珠港澳的文化历史资源难与其他中国城市媲美5SWOT分析Opportunity

机遇GeographicalandculturalproximitytomainlandChina

地理位置及文化与中国内地相近Threats

威胁Singapore,especiallyifSingaporeistoworktogetherwithMalaysiaandThailandtodevelopregionaltourism

新加坡与马来西亚及泰国联手发展区域旅游

Self-interestpursuitandinternalcompetition

追求自身利益与内部竞争6ComparativeAdvantagesofThreeCities

三个城市的相对竞争优势Productdifferentiation

产品差异化Clearlydifferentiablefromeachotherintermsofpricing

价格优势HongKongisadestinationwithagoodmixofshort-,medium-andlong-haulvisitors

香港拥有长中短线客源市场

MacauandZhuahaimainlytargetshort-haulandregionalordomesticmarkets

珠海澳门主要拥有短线及国内市场DifferenthistoriesofHMZmakeeachdestinationeasilydifferentiablefromtheotherinculture.历史文化的差异7

HowShouldHMZCooperateWithEachOther?

港珠澳应怎样合作呢？

Eachofthethreeneedstodevelopinadirectiontocomplementratherthan

tooverlapwiththeothertwotominimizefuturecompetition

每一城市应发展各自的优势产品避免竞争Threedestinationscanbundletheir

tourismproductsandservicesintointegratedpackagesandpromotethemjointlytopotentialvisitors,especially

long-haulvisitors

联合营销8

HowShouldHMZCooperateWithEachOther?

港珠澳应怎样合作呢？

Makeintra-regionaltravelfrictionlesstoincreasetheefficiencyoftheirtourismcooperation

精简区内履行的手续以提高合作效率HMZshouldjoinhandsintrainingtourismprofessionalstoimproveskillsandraiseservicequalityintheregion

联合培养旅游人才与提升服务质量

Macau’smanpowerandlandbottleneckcanbebetterresolvedwiththehelpfromHongKongandZhuhai澳门的劳动力及土地瓶颈可由香港及珠海的优势解决9

HowShouldHMZCooperateWithEachOther?

港珠澳应怎样合作呢？

Whileconflictsandcompetitionsareunavoidable,theycanbemanagedandminimized

解决冲突和竞争的途径

regulationsregardingtourismproductpricingandprinciplesofconductinmanpowerrecruitmentwithintheregionmustbeinstituted

制定旅游产品价格及人力资源雇用的规章制度Explicitethicalguidelinesincooperationneedtobeestablishedandstrictlyobserved遵循合作道德auditingandarbitrationmechanisms

建立相应的监督与仲裁机制10Governments’Role

政府的作用threegovernmentsofHMZshouldplaytheleadingroleintourismcollaboration

三地的政府应该共同肩负起合作的责任guidethedirectionoftourismdevelopmentineachofthethreedestinations

领引发展方向cross-bordercheckpointissuecanonlybesolvedbetweenthegovernments

出入境问题只能由政府间的协商来解决anyjointdevelopmentinvolvinglandusemustfirstbesettledbetweengovernments

土地的使用由政府控制Supervisionandarbitration

监督与仲裁11Challenges合作的挑战

Simplifyboardcrossing简化出入境手续

differentdevelopmentstagesofthethreedestinations

三地发展阶段的不同benefitsofcooperationwouldaccruemoretoMacauandZhuhaibutlesstoHongKong

合作给珠海和奥门带来的利益要大于给香港带来的利益Structuralandculturalgapsbetweendestinations

结构与文化的差异12Cross-regionalorganization

跨区域的行政组织Aneedtoestablishanentitythatispowerfulenoughtocoordinatedevelopmentpoliciesandformulateajointplanthatwillbefollowedbyeachparty建立一个强有力的行政组织机构以保证合作发展政策及规划的有效实施Thisentitymustbeauthoritativeandcanmakedecisionstoguideorinfluencegovernmenttourismpolicies

能够影响政府决策Thisentityshouldalsobehighlyoperativeandactiveinsolvingproblemsresultingfromdifferentdevelopmentalstagesandstructuralandculturalgaps

有效解决合作中由于发展阶段不同带来的问题13Conclusion

结论eachcityshouldpositionitselfinadirectionthatismorecompatiblerather

thancompetitivewiththeothertwotominimizepotentialcompetition

各杨其长，避免竞争HMZshouldintegratetheirtourismproductsandservicesandpromotethemjointlytovisitors,especiallylong-haulvisitorsfrominternationalmarkets

统筹发展旅游产品，联手营销14Conclusion结论HMZcanpooltheirresourcestogethertojointlygrowtourismbusinessintheregion

统筹旅游资源HongKong’scapital

香港的资本Macau’slegalizedgamingstatus

澳门拥有博彩业合法营业执照Zhuhai’slandandlabor

珠海的土地与人力资源ajointHMZregionalplanishighlyneeded

需要有一个区域总体规划

anorganizationmustbeestablishedtoformulatetheregionalplanandsupervisetheimplementationoftheplan

需要成立一个区域机构，以便制定和监督该计划的实施15ThankYou谢谢!16谢谢观看/欢迎下载BYFAITHIMEANAVISIONOFGOODONECHERISHESANDTHEENTHUSIASMTHATPUSHESONETOSEEKITSFULFILLMENTREGARDLESSOFOBSTACLES.BYFAITHIBYFAI