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1、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 Destinat
2、ion Management 目的地管理 Government support 政府支持,2,A Case Study 一个案例,Hsu and Gu (2007),3,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,4,SWOT 分析,强势Strengths Each city
3、 has its own airport每一城市有自己的机场 Hong Kongs 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 cultura
4、l 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,5,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
5、手发展区域旅游 Self-interest pursuit and internal competition 追求自身利益与内部竞争,6,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
6、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,7,How Should HMZ Cooperate With Each Other?港珠澳应怎样合作呢？,Each of the three needs to develop in
7、 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 bundle their tourism products and services into integrated packages and promote them jointly to potential visitors, especially long-haul visitors 联合营销,8,How S
8、hould HMZ Cooperate With Each Other?港珠澳应怎样合作呢？,Make intra-regional travel frictionless to increase the efficiency of their tourism cooperation 精简区内履行的手续以提高合作效率 HMZ should join hands in training tourism professionals to improve skills and raise service quality in the region 联合培养旅游人才与提升服务质量 Macaus man
9、power and land bottleneck can be better resolved with the help from Hong Kong and Zhuhai 澳门的劳动力及土地瓶颈可由香港及珠海的优势解决,9,How Should HMZ Cooperate With Each Other?港珠澳应怎样合作呢？,While conflicts and competitions are unavoidable, they can be managed and minimized 解决冲突和竞争的途径 regulations regarding tourism product
10、pricing and principles of conduct in manpower recruitment within the region must be instituted 制定旅游产品价格及人力资源雇用的规章制度 Explicit ethical guidelines in cooperation need to be established and strictly observed遵循合作道德 auditing and arbitration mechanisms 建立相应的监督与仲裁机制,10,Governments Role 政府的作用,three governmen
11、ts of HMZ should play the leading role in tourism collaboration 三地的政府应该共同肩负起合作的责任 guide the direction of tourism development in each of the three destinations 领引发展方向 cross-border check point issue can only be solved between the governments 出入境问题只能由政府间的协商来解决 any joint development involving land use m
12、ust first be settled between governments 土地的使用由政府控制 Supervision and arbitration 监督与仲裁,11,Challenges合作的挑战,Simplify board crossing 简化出入境手续 different development stages of the three destinations 三地发展阶段的不同 benefits of cooperation would accrue more to Macau and Zhuhai but less to Hong Kong 合作给珠海和奥门带来的 利益
13、要大于给香港带来的利益 Structural and cultural gaps between destinations 结构与文化的差异,12,Cross-regional organization 跨区域的行政组织,A need to establish an entity that is powerful enough to coordinate development policies and formulate a joint plan that will be followed by each party 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 This
14、entity must be authoritative and can make decisions to guide or influence government tourism policies 能够影响政府决策 This entity should also be highly operative and active in solving problems resulting from different developmental stages and structural and cultural gaps 有效解决合作中由于发展阶段不同带来的问题,13,Conclusion
15、结论,each city should position itself in a direction that is more compatible rather than competitive with the other two to minimize potential competition 各杨其长，避免竞争 HMZ should integrate their tourism products and services and promote them jointly to visitors, especially long-haul visitors from internat
16、ional markets 统筹发展旅游产品，联手营销,14,Conclusion 结论,HMZ can pool their resources together to jointly grow tourism business in the region 统筹旅游资源 Hong Kongs capital 香港的资本 Macaus legalized gaming status 澳门拥有博彩业合法营业执照 Zhuhais land and labor 珠海的土地与人力资源 a joint HMZ regional plan is highly needed 需要有一个区域总体规划 an organization must be established to formulate the regional plan and supervise the implementation of the plan 需要成立一个区域机构，以便制定和监督该计划的实施,15,Thank You 谢谢!,16,
