ImprovingDestinationCompetitivenessviaRegionalCooperation

目的地競爭力的提升與旅游區域合作

宋海巖香港理工大學酒店與旅游業管理學院講座教授及副院長DeterminantsofDestinationCompetitiveness

旅游目的地競爭力提升的決定要素Resourceendowment資源稟賦NaturalResources自然資源Tourisminfrastructure旅游基礎設施Demandcondition需求環境Marketcompetition市場競爭條件DestinationManagement目的地管理Governmentsupport政府支持2ACaseStudy一個案例HsuandGu(2007)3Method

方法

Apurposivesamplingmethodwasusedtocollectthedata

采取目標抽樣法收集數據10individualsforeachcitywithexpertiseintourismandhospitalitywereinterviewed

每一目的地抽取十位旅游方面的專家4SWOT分析強勢Strengths

Eachcityhasitsownairport每一城市有自己的機場?HongKong’sinternationalaviationhub–longhaul香港是長線航空港?HMZBridge

港珠澳大橋?Varietyofexperiencesinacost-andtime-efficientmanner

擁有不同成本及時間效益的產品弱勢Weaknesses

TourismindustriesofMacauandZhuhaiarelessdeveloped

澳門及珠海的旅游業欠發達?HMZhavefewerhistoricalandculturalresourcescomparingtootherChinesedestinations

珠港澳的文化歷史資源難與其他中國城市媲美5SWOT分析Opportunity

機遇GeographicalandculturalproximitytomainlandChina

地理位置及文化與中國內地相近Threats

威脅Singapore,especiallyifSingaporeistoworktogetherwithMalaysiaandThailandtodevelopregionaltourism

新加坡與馬來西亞及泰國聯手發展區域旅游

Self-interestpursuitandinternalcompetition

追求自身利益與內部競爭6ComparativeAdvantagesofThreeCities

三個城市的相對競爭優勢Productdifferentiation

產品差異化Clearlydifferentiablefromeachotherintermsofpricing

價格優勢HongKongisadestinationwithagoodmixofshort-,medium-andlong-haulvisitors

香港擁有長中短線客源市場

MacauandZhuahaimainlytargetshort-haulandregionalordomesticmarkets

珠海澳門主要擁有短線及國內市場DifferenthistoriesofHMZmakeeachdestinationeasilydifferentiablefromtheotherinculture.歷史文化的差異7

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Eachofthethreeneedstodevelopinadirectiontocomplementratherthan

tooverlapwiththeothertwotominimizefuturecompetition

每一城市應發展各自的優勢產品避免競爭Threedestinationscanbundletheir

tourismproductsandservicesintointegratedpackagesandpromotethemjointlytopotentialvisitors,especially

long-haulvisitors

聯合營銷8

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Makeintra-regionaltravelfrictionlesstoincreasetheefficiencyoftheirtourismcooperation

精簡區內履行的手續以提高合作效率HMZshouldjoinhandsintrainingtourismprofessionalstoimproveskillsandraiseservicequalityintheregion

聯合培養旅游人才與提升服務質量

Macau’smanpowerandlandbottleneckcanbebetterresolvedwiththehelpfromHongKongandZhuhai澳門的勞動力及土地瓶頸可由香港及珠海的優勢解決9

HowShouldHMZCooperateWithEachOther?

港珠澳應怎樣合作呢？

Whileconflictsandcompetitionsareunavoidable,theycanbemanagedandminimized

解決沖突和競爭的途徑

regulationsregardingtourismproductpricingandprinciplesofconductinmanpowerrecruitmentwithintheregionmustbeinstituted

制定旅游產品價格及人力資源雇用的規章制度Explicitethicalguidelinesincooperationneedtobeestablishedandstrictlyobserved遵循合作道德auditingandarbitrationmechanisms

建立相應的監督與仲裁機制10Governments’Role

政府的作用threegovernmentsofHMZshouldplaytheleadingroleintourismcollaboration

三地的政府應該共同肩負起合作的責任guidethedirectionoftourismdevelopmentineachofthethreedestinations

領引發展方向cross-bordercheckpointissuecanonlybesolvedbetweenthegovernments

出入境問題只能由政府間的協商來解決anyjointdevelopmentinvolvinglandusemustfirstbesettledbetweengovernments

土地的使用由政府控制Supervisionandarbitration

監督與仲裁11Challenges合作的挑戰

Simplifyboardcrossing簡化出入境手續

differentdevelopmentstagesofthethreedestinations

三地發展階段的不同benefitsofcooperationwouldaccruemoretoMacauandZhuhaibutlesstoHongKong

合作給珠海和奧門帶來的利益要大于給香港帶來的利益Structuralandculturalgapsbetweendestinations

結構與文化的差異12Cross-regionalorganization

跨區域的行政組織Aneedtoestablishanentitythatispowerfulenoughtocoordinatedevelopmentpoliciesandformulateajointplanthatwillbefollowedbyeachparty建立一個強有力的行政組織機構以保證合作發展政策及規劃的有效實施Thisentitymustbeauthoritativeandcanmakedecisionstoguideorinfluencegovernmenttourismpolicies

能夠影響政府決策Thisentityshouldalsobehighlyoperativeandactiveinsolvingproblemsresultingfromdifferentdevelopmentalstagesandstructuralandculturalgaps

有效解決合作中由于發展階段不同帶來的問題13Conclusion

結論eachcityshouldpositionitselfinadirectionthatismorecompatiblerather

thancompetitivewiththeothertwotominimizepotentialcompetition

各楊其長，避免競爭HMZshouldintegratetheirtourismproductsandservicesandpromotethemjointlytovisitors,especiallylong-haulvisitorsfrominternationalmarkets

統籌發展旅游產品，聯手營銷14Conclusion結論HMZcanpooltheirresourcestogethertojointlygrowtourismbusinessintheregion

統籌旅游資源HongKong’scapital

香港的資本Macau’slegalizedgamingstatus

澳門擁有博彩業合法營業執照Zhuhai’slandandlabor

珠海的土地與人力資源ajointHMZregionalplanishighlyneeded

需要有一個區域總體規劃

anorganizationmustbeestablishedtoformulatetheregionalplanandsupervisetheimplementationoftheplan

需要成立一個區域機構，以便制定和監督該計劃的實施15ThankYou謝謝!169、青少年是一個美好而又是一去不可再得的時期，是將來一切光明和幸福的開端。。3月-253月-25Tuesday,March18,202510、人的志向通常和他們的能力成正比例。01:39:3701:39:3701:393/18/20251:39:37AM11、夫學須志也，才須學也，非學無以廣才，非志無以成學。3月-2501:39:3701:39Mar-2518-Mar-2512、越是無能的人，越喜歡挑剔別人的錯兒。01:39:3701:39:3701:39Tuesday,March18,202513、志不立，天下無可成之事。3月-253月-2501:39:3701:39:37March18,202514、