hktb at home 旅发局在港的工作

62HKTBatHome旅發局在港的工作Ayear-round節慶盛事悅目紛陳energy,colour,soundandculturecelebrationofCourtesy:Octagon承蒙八方環球提供圖片63TheHKTB’sHeadOfficeinHongKongplaysacentralroleinformulatingstrategiesthatarethenputintoactionbyitsoverseasofficesin,orcloseto,thetargetsourcemarkets.HeadOfficetracksglobalandregionaltraveltrends,conductsmarketanalyses,andformulatesmarketing,business-developmentandproduct-developmentstrategies.TheHongKongteamalsodeviseswaysofenhancingthevisitorexperienceinHongKong,withtheoverridingobjectiveofgrowingarrivals,increasingvisitorsatisfaction,lengthofstayandspending,andencouragingrepeatvisits.Thisworkcaninvolvearangeofactivities,suchasorganisingevents,developingtouritineraries,providingvisitorinformation,andpromotinghigh-qualityservicewithinanoverallcultureofhospitality.Thesefunctions,alongwiththeroleofprovidingworldwidesupport,areperformedatHeadOfficebythefollowingHKTBdivisions:StrategicPlanningandMarketing,TourismMarketing,DestinationMarketing,CorporateCommunicationsandPublicRelations,IndustryTrainingandHumanResources,andCorporateSupport.EXPERIENCEMANAGEMENTMegaEventsTheHKTB’sprogrammeofMegaEventshasprovedhighlyeffectiveinhighlightingthediversityofexperiencesthatvisitorstoHongKongcanenjoy,andprovidingthemwithanopportunitytomixwithlocalpeople.Inadditiontogeneratingmorearrivalsinsometraditionallylow-seasonmonths,aswellasextendinglengthofstayandenhancingvisitorsatisfaction,theHKTB’sresearchshowsthatvisitorsparticipatingintheseeventshaveahightendencytoreturn,aswellastorecommendHongKongtofriendsandrelatives.2004HongKongShoppingFestivalThe2004HongKongShoppingFestivalwastheHKTB’sfirstmajoreventinthe2004/05financialyear.Theconceptwastofocusnotonlyonshoppingstrengths,butalsotocreateacity-widefestiveambiencebyhighlightingHongKong’srichvarietyofdiningandentertainment.ThroughacombinationoftheFestival’sanchorevent–theAquaFantasiamulti-mediawatershowstagedthreetimeseachnightbesidetheTsimShaTsuiclocktower–withthemedactivities,aswellasco-operationwithestablishedattractionssuchasOceanPark,andleveragingonsucheventsastheMammaMia!musicalthatwasperformedinHongKonginsummer2004,theMegaEventsucceededincreatingacarnivalatmospherethroughoutthecity.Duringthemorethantwo-monthperiod旅發局位於香港的總辦事處負責制訂推廣策略，然後由各個客源市場的全球辦事處落實執行。總辦事處一直密切留意全球及各區的旅遊趨勢，並進行市場分析，然後制訂市場推廣、業務發展和產品發展的策略。總辦事處亦致力提升旅客在港的體驗，務求吸引更多旅客來港、提升旅客的滿意程度、鼓勵旅客延長留港和增加消費，並且重臨香港。為達致以上目標，總辦事處積極籌辦不同類型的活動、發展嶄新旅遊行程、提供旅遊資訊、推廣優質服務和好客文化。此外，總辦事處又為全球辦事處提供支援，而負責上述各項工作的部門包括：策略籌劃及市場推廣部、旅遊推廣部、市場推廣部、企業傳訊及公關部、業界培訓及人力資源部，以及企業行政部。旅遊體驗大型活動旅發局的大型活動證明能有效向旅客展示香港多姿多采的旅遊體驗，並讓旅客有機會與本地市民接觸。各項盛事不單能推高傳統旅遊淡季的旅客人次，亦有助延長旅客的留港時間，以及提升他們的滿意程度，據旅發局的研究顯示，曾經參與大型活動的旅客均傾向重臨香港，並會把香港推介給親友。2004香港購物節「2004香港購物節」是旅發局在2004/05財政年度的首項大型活動，除了集中推廣香港的購物優勢之外，更透過突顯香港多元化的美食和娛樂選擇，營造全城節慶氣氛。這項大型活動的主打項目，是在尖沙咀鐘樓旁每晚上演三次的「光影水躍」激光水幕匯演，加上一系列主題活動，以及與著名景點如海洋公園合作，再配合其他盛事，例如在2004年夏天於香港上演的音樂劇MammaMia!等，成功在香港營造出濃厚的節慶氣氛。在為期兩個多月的購物節期間，訪港旅客共434萬人次，遠遠超越原定目標370萬人次，也比旅發局在2002年舉辦的同類活動64HKTBatHome旅發局在港的工作inwhichtheFestivalwasheld,visitorarrivalsreached4.34million,markedlyhigherthantheoriginaltargetof3.7millionandover40%morethaninasimilareventstagedbytheBoardin2002.Ofthese,some540,000joinedspecialpackagescreatedaroundtheMegaEvent.Thiseventhashelpedtoturnatraditionallylessbusyperiodfortourismintoanotherpeakseason–somethingespeciallynoticeableinJuly,whenarrivalsweremorethan600,000higherthanthepreviousbestforthatmonth.TheFestivalhasbecomeanannualsignatureeventforthetravel,retailandcateringindustries,andforlocalresidentsaswellasglobaltravellers,enticingvisitorsandstimulatingspending,whileshowcasingHongKong’scorestrengthsinshopping,diningandentertainment.LocalmerchantswereveryactiveincapitalisingontheFestival’sbusinessplatform,demonstratingitseffectivenessinboostingtourismandthewidereconomy.Morethan6,500merchantoutletsparticipated–almostthreetimesthenumberfor2002–withsomereportingincreasesinbusinessofbetween10%and30%.Amongtheseoutlets,some3,100operateduntilatleast10pmtotieinwiththeFestival’slate-nightshoppinganddiningtheme.Inaddition,morethan1,000outletsaccreditedundertheQualityTourismServices(QTS)schemeprovidedspecialprivilegestovisitors.GlobaltraveltradepartnersdevelopedspecialthemedpackagesrelatedtotheFestival.TopromotetheFestival,theHKTBsteppeduppublicityin16long-andshort-haulmarkets,withTVadvertisementsbroadcastforthefirsttimeinMainlandChina,Taiwan,SingaporeandThailand.VigorouspromotionwasalsoundertakenintheninecitiesinJiangsu,ZhejiangandFujianprovincesincludedinthe1July2004extensiontotheIndividualVisitScheme(IVS),whiledestinationinformationandtheHongKongShoppingFestivalPassportweredistributedatallentryportstoHongKong.HKTBsurveysshowthatallpromotionaleffortswerehighlyeffective,withoneintwovisitorsawareoftheFestival,andevenhigherawarenesslevelsrecordedamongvisitorsfromMainlandChina,Taiwan,SingaporeandThailand.多40%以上。其中，約54萬旅客曾參與以購物節為主題的特色行程。購物節已成功把夏天這個傳統旅遊淡季，變成另一個旺季，業績又以7月份最為突出，訪港旅客比歷年同月最高紀錄多60萬人次以上。購物節亦成為旅遊、零售和飲食業界一年一度的盛事，得到本地市民和國際旅客參與，並吸引旅客來港及刺激他們消費，同時亦展示出香港在購物、美食和娛樂方面的優勢。本港商戶均積極把握購物節營造的商業平台，充分證明這項盛事有助推動旅遊業和整體經濟。參與購物節的商舖逾6,500間，差不多是2002年的三倍，部分商舖更表示生意額上升一成至三