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7HowShouldHMZCooperateWithEachOther?港珠澳应怎样合作呢？•Eachofthethreeneedstodevelopinadirectiontocomplementratherthantooverlapwiththeothertwotominimizefuturecompetition每一城市应发展各自的优势产品避免竞争•Threedestinationscanbundletheirtourismproductsandservicesintointegratedpackagesandpromotethemjointlytopotentialvisitors,especiallylong-haulvisitors联合营销8HowShouldHMZCooperateWithEachOther?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9HowShouldHMZCooperateWithEachOther?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•eachcityshouldpositionitselfinadirectionthatismorecompatibleratherthancompetitivewiththeothertwotominimizepotentialcompetition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