BSc (Honours) Tourism Management

Transcription

1 Sheffield Business School BSc (Honours) Tourism Management Title Singapore A comparative study of the tourism products between Hong Kong and Name LI, Wing Kei Student No Month Year April 2011 Page 1 / 59

2 Sheffield Hallam University Sheffield Business School Title A comparative study of the tourism products between Hong Kong and Singapore FULL NAME LI, Wing Kei STUDENT No Supervisor: Dr. Connie Mok In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management. Month Year April 2011 Page 2 / 59

3 Acknowledgements This dissertation can be finished that was supported of the following people. Firstly, I would like to thank my dissertation supervisor, Dr. Connie Mok. Without her patience and tolerance to guild me get the right direction, I would ever complete this dissertation. Also, the valuable lesson of Learning Set and the analytical skills were taught by her, it was most important guideline of this dissertation. Secondly, I would like to thank Miss Iris Cheung, who always provides the important information such as the deadline of handing in this dissertation. Lastly, I would like to thank my parents and friends. When I had problems, they always stand by me and support me. Their support was the motivation for me to finish this dissertation. Page 3 / 59

4 Table of Contents Page Acknowledgements Section 1. Executive Summary 1 Section 2. Introduction 2.1 Background Aim The objective of the project 5 Section 3. Literature Review 3.1 Compare the tourism products between Hong Kong and Singapore New attraction development of Hong Kong New attraction development of Singapore Shopping performance in Hong Kong Shopping performance in Singapore Meeting, Incentive, Conference and Exhibition (MICE) tourism in Singapore Meeting, Incentive, Conference and Exhibition (MICE) tourism in Hong Kong Competitive advantage Economy in Singapore Economy in Hong Kong Cruise development in Hong Kong Cruise development in Singapore Tourism policy in Singapore Tourism policy in Hong Kong Target market Target market in Singapore Target market in Hong Kong Tourism promotion Tourism promotion of Hong Kong Tourism promotion of Singapore 25 Page 4 / 59

5 Section 4. Methodology 4.1 Research design The Case Study method Advantage of the secondary research Limitation of secondary data 28 Section 5. Finding and Analysis 5.1 Tourism policy Retail (Shopping attributes) New attractions Cruise development 41 Section 6. Conclusion 6.1 Conclusion Recommendation 47 References 49 Page 5 / 59

6 Section 1. Executive Summary The aim of the project is comparing the tourism products between Hong Kong and Singapore. It chooses the below eight elements; economy, attractions, shopping, Meeting, Incentive, Conference and Exhibition (MICE) tourism, Cruise development, tourism policy, target market and the tourism promotion to do the comparative study. And the objective is to compare the tourism products between Hong Kong and Singapore by studying their tourism products, target market, competitive advantages and tourism promotion. Singapore was selected to compare with Hong Kong in this project is because it has several similar criteria compare with Hong Kong such as both are depend on the financial sector; their tourism development is their major incomes; alike economy structure, tourism products and development scale. Firstly, in the project, it will use the case study and secondary research methods to analysis the difference between the above stated places. The advantages to use case study can involves extensive research, including document evidence of a particular issue or situation- symptoms, reaction, affect of certain stimuli and conclusion reached following the study can using in the project. On the other hand, the reason of using secondary research can be completed rapidly, and substantial useful secondary data can be collected in a Page 6 / 59

7 matter of days by skillful analysis and time saving, etc. It is useful to use the secondary research to enhance the understanding the differences. Secondly, the literature review is to through the books, website and journal, etc. to find out the dates and informations. The whole study will through the new attraction development, shopping performance, Meeting, Incentive, Conference and Exhibition (MICE) tourism, economy, cruise development, tourism policy and target market to find out the advantages and disadvantages between Hong Kong and Singapore. Thirdly, in the finding & analysis section, it found out the four important elements in Hong Kong and Singapore which were the new attractions, retail (shopping attributes), cruise development and tourism policy. Also, in this section, it analyzed two parts: performance and respondent s result to prove which parts are working better in Hong Kong and Singapore. Lastly, a conclusion has made to conclude the comparative tourism products between Hong Kong and Singapore, besides recommendations are provided as reference for Hong Kong and Singapore to learn from each other. Page 7 / 59

8 Section 2. Introduction 2.1 Background Singapore s economy (Shannon 2010) state that gross domestic product (GDP) grew by 18.1% in the first half quarter in 2010, and the Hong Kong s economy mention that the (GDP) grew by 7.1% in the first half quarter in It seems the economy of Singapore is higher than Hong Kong. It is very interesting why a small population country like Singapore can build up many incomes in Asia. Is there any completed policy or strategy used in this country? Let us study the reasons behind. Singapore has the same financial industry as Hong Kong which is the main sector in Asia. And the tourism industry is one of the major parts of revenue in both Singapore and Hong Kong. For the tourism industry, the Singapore Tourism Board (2010) believes that Singapore has 9.7 million tourists travel in 2009 and Singapore would like to maintain their competitive advantage. NEWASIA Singapore (2010) mentions build two attractions such as Universal Studio and Sentosa are built in past months. It will be the threats of other countries industry. In Hong Kong, Financial is the mainly income part in it. Also, tourism industry income is one of earning in Hong Kong. The Hong Kong Commercial Newspapers (2010) mention that the China government offer the visa-free Page 8 / 59

9 access in the cities, allow the China residents come to Hong Kong travel, that will increase the incomes and support the tourism industry in Hong Kong. Although the tourism industry seems get benefit from individual visit scheme, but Hong Kong still facing several problems, such as limited attractions, less tourism promotion and the global economy downturn effect. So it is interesting to explore and evaluate the tourism products of Hong Kong. Singapore has the same types of economy structure, tourism products and development as Hong Kong; this is the reason why I choose these two places to compare. 2.2 Aim This project is comparing the tourism products in Hong Kong and Singapore. It chooses the elements of economy, attractions, shopping performance, MICE tourism, Cruise development, tourism policy, target market and the tourism promotion to do the comparative study. Page 9 / 59

10 2.3 The objectives of the project 1. To compare the tourism products between Hong Kong and Singapore; 2. To compare the target market between Hong Kong and Singapore; 3. To analyze the competitive advantages of Hong Kong; and 4. Tourism promotion between Hong Kong and Singapore. Page 10 / 59

11 Section 3. Literature Reviews 3.1 Compare the tourism products between Hong Kong and Singapore New attraction development in Hong Kong New attraction development in Singapore Shopping performance in Hong Kong Shopping performance in Singapore Meeting, Incentive, Conference and Exhibition (MICE) tourism in Singapore Meeting, Incentive, Conference and Exhibition (MICE) tourism in Hong Kong 3.2 Competitive advantage Economy in Singapore Economy in Hong Kong Cruise development in Hong Kong Cruise development in Singapore Tourism policy in Singapore Tourism policy in Hong Kong 3.3 Target market Target market in Singapore Page 11 / 59

12 3.3.2 Target market in Hong Kong 3.4 Tourism promotion Tourism promotion of Hong Kong Tourism promotion of Singapore 3.1 Compare the tourism products between Hong Kong and Singapore New attractions development of Hong Kong In Hong Kong, the major new attractions development is in Ocean Park, Disneyland and The West Kowloon Cultural District (WKCD). Yu (2009) mention that the theme park managing director of Hong Kong Disneyland Andrew Kam said the Disneyland will expand the areas in Hong Kong. There will have theme areas, they are Grizzly Trail, Mystic Point and Toy Story Land and there will increase the number of attractions from 30 to more than 100. Other side the Ocean Park (2010) states that will open the news one of Aqua City. It s all- new world class marine themed area opening on 27 January Another is the Ocean Express, it s a fun way travel from Ocean Park s waterfront to the excitement at the Summit and transport up to 5000 people per hour in each direction. The Ocean Express can shuttle guests between the Park s two main lands in just four minutes. And the WKCD that Home Affairs Bureau (2008) mention that will be developed into an integrated Page 12 / 59

13 arts and cultural district will world-class arts and cultural facilities, distinguished talents, iconic architectures, and quality programmes with a must-visit appeal to the local residents and visitors from around the world. Those new attractions can maintain the advantage in Hong Kong New attractions development of Singapore In Singapore, the core attractions development is Sentosa. Questex Media Group (2010) has embarked on a 10-year plan to transform the island into a leisure destination. There have several attractions; they are Marine Life Park, Equarius Water Theme Park and the largest Universal Studies theme park in Asia. Also the paid area of the Sentosa is most visited place. Singapore Tourism Board Statistic (2009) states that the paid access attraction of Sentosa is the first choice by the tourists to visit. Others are the Night Safari and Singapore Zoo. The Senstosa is the new attraction in Singapore. Develop Sentosa will bring out the opportunities in new areas Shopping performance in Hong Kong Shopping is the main expenditure segment in Hong Kong, Hong Kong Tourism Board (2009) states that the over overnight visitor spending patterns are 63.6 %; it is more than 2008 of 57.3%. Also the same-day in-town visitor spending patterns are 88.4 %; it is more than %. Page 13 / 59

14 Find out the result that the shopping is the most popular activity in Hong Kong when the tourists travel. Hong Kong tourism Board (2010) has named Hong Kong as paradise of shopping and the Quality Tourism Services Scheme. They create a sharp image for tourist, both local and from abroad; they also identify quality merchants to be trusted. Shopping is the major expenditure when tourists travel in Hong Kong Shopping performance in Singapore Shopping is a main expenditure in Singapore, Singapore tourism Board annual report (2009) mention that the Shopping is 36 % in the result, its more than 2008 of 35%. Shopping is the main part of visit when tourists travel in Singapore than other segment. Page 14 / 59

15 3.1.5 Meeting, Incentive, Conference and Exhibition (MICE) tourism in Singapore Table a. Ranking of the Leading Asian Cities for Hosting International Meetings in Source: Journal of a Comparison of the Official Web Sites in Hong Kong and Singapore. In table 3.1.5a, the ranking of the Leading Asian Cities for Hosting International Meetings, Singapore is ranking on the top in It seems Singapore have well recognized as a host for the meetings in Asian Cities. Cheung (2002) said that Singapore is financially, economically, and politically stable. Government is able to recognize for that the MICE industry, which is important for generating receipts. Singapore Tourism Board is the primary official Page 15 / 59

16 organization for promoting tourism industry, including the MICE industry. Singapore Exhibition and Convention Bureau (SECB) is a non profit division of the Singapore tourism Board. As indicated on their website, the SECB s mission is to maintain and strengthen Singapore s position as a world class MICE destination by: Stimulating interest in Singapore as a venue for meeting, conventions, exhibitions and travel programs; Presenting the advantages of, and the facilities for, staging meeting and special meeting in Singapore; Promoting attendance of delegates and their companions in conventions and exhibitions scheduled to take place in Singapore; Coordinating with convention officials to ensure the successful planning and staging of their meetings and events in Singapore. Singapore tourism board statistic (2010) said that except enjoying holiday, Business/MICE is the second reason of visiting Singapore. Therefore, developing MICE is important in Singapore Meeting, Incentive, Conference and Exhibition (MICE) tourism in Hong Kong Page 16 / 59

17 In table 3.1.5a, the ranking of the Leading Asian Cities for Hosting International Meetings, Hong Kong is ranking on the top in It seems Hong Kong have reputation to host the international meetings in Asian Cities. Cheung (2002) mention that there are several reasons for Hong Kong to be leading MICE cites. There are financially, economically, and politically stable. Government is able to recognize the MICE industry which is important for generating receipts. Hong Kong Tourism Board is the primary official organization for promoting the tourism industry, including the MICE industry. Hong Kong Convention and Exhibition Bureau (HKCEB) is a division of the Hong Kong Tourism Board which actively markets and promotes Hong Kong as a premier meeting and exhibition destination. The function and services that the HKCEB provides are as follows: Preparing proposals and presentation materials for decisions makers consideration Partnering local professionals with international associations Providing information on convention and exhibition facilities and service suppliers Coordinating and planning site inspections for decision makers and Page 17 / 59

18 organizers Offering innovative and creative ideas for social programs and accompanying persons programs Recommending pre-/post-convention tour options Assisting in worldwide publicity for the events Supplying tourist literature to delegates upon arrival (Hong Kong Tourist Association, 2000). Nowadays, Hong Kong Tourism Board statistic (2010) mention that there are 1,429,941 tourists are overnight arrival by MICE, compare last year 2009, there have 22.8 % increase of MICE travel. It is the reason why Hong Kong needs to develop MICE. Page 18 / 59

19 3.2 Competitive advantage Economy in Singapore Figure 3.2.1a: GDP and GDP growth rate of Singapore Source: Datamonitor (2009) In Singapore, Datamonitor (2009) mention that the global economic slowdown is expected to have a drastic effect on the Singapore economy, which is excepted to sharply contract by more than 9% in In Figure 3.2.1a results Singapore had GDP of $134.4 billion in 2008 and a per capita GDP of $29,157. Real GDP growth came down from 7.7% in 2007 to Page 19 / 59

20 1.1 % in 2008 and the country recorded an annual average GDP growth of over 6% during After the financial crisis, the economy is steady growth after In tourism sectors, Singapore annual reports (2009) mention that the tourism receipts bring S$12.8 billion in Other reason supporting the economy is the ASEAN. ASEAN (2009) is an association of Southeast Asian Nations, it includes Bangkok, Thailand, Indonesia, Malaysia, Philippines and Singapore. The ASEAN can accelerate the economic growth, social progress and cultural development in the region through joint endeavors in the spirit of equality and partnership in order to strengthen the foundation for a prosperous and peaceful community of Southeast Asian Nations. Also, ASEAN can maintain close and beneficial cooperation existing international and regional organizations with similar aims and purpose, and explore all avenues for even closer cooperation among themselves. That can support the economy of the ASEAN nations. Page 20 / 59

21 3.2.2 Economy in Hong Kong Figure 3.2.2b: GDP and GDP growth rate in Hong Kong Source: Datamonitor In Hong Kong, Datamonitor (2009) believes that economic growth picked up marginally in 2002 and gained momentum in 2003, recording a growth rate of 1.8% and 3.2 %, respectively. In figure 3.3.2b shows the economy witnessed strong growth during , growing at 7.2% in This momentum, however, subsided in 2007 with a growth rate of 6.4%. The economy had been resilient to the global financial market turbulence, with both the external and domestic sectors holding up well in Retail and tourism were the important contributors to this impressive growth. In tourism sectors, Hong Page 21 / 59

22 Kong annual reports (2009) mention that there have HK$97, tourist income in Another reason is the tourism policy by Mainland China. Hong Kong Economic SWOT (2010) said the opportunities of Chinese government have also reduced restrictions on mainland Chinese tourists visiting Hong Kong. This has resulted in a wave of new tourist arrivals into the territory, providing a major boost to Hong Kong s retail and tourism industries Cruise development in Hong Kong Cruise development in Hong Kong is the main parts in tourism industry. Hong Kong Tourism Report (2008) states that according to figures from the World Tourism Organization, the number of people arriving in the territory by sea is nearly as high as those by airlines (although this does account for all passenger arrival categories, not just tourism). Cruise market for Northeast Asia is expected to grow from 440,000 in 2005 to over 700,000 by In April 2008, the HKTB announced that some 1,110 ships made a port of call into Hong Kong over 2007, while total cruise passenger throughput was more than 620,000, a surge of 52% over 2006 s figures. Hong Kong tourism report (2007) said that in October 2006, the SAR government committed to developing a new cruise terminal at Kai Tak, which should see more cruise Page 22 / 59

23 lines moving their operations to Hong Kong in the future. Secretary for Economic Development & Labour Stephen Ip said at the time that Hong Kong needs one additional cruise ship berth between , and one or two further berths beyond that date, to meet the expected demand for cruise in the future. Consultative studies have put the economic benefits of the new Kai Tak terminal at between HKD 1.4bn and HKD2.2bn a year by Cruise development in Singapore Cruise development is mature and work well in Singapore. Lewis (2005) states that Singapore s two cruise ports are regularly served by the major cruise lines, both as a port of call and as an embarkation point for cruise throughout Asia. Nowadays, Channelnewsasia.com (2009) said that the Singapore hopes to ride the wave of growth in the cruise industry with a new International Cruise Terminal. The facility at Marina South, costing S$500 million, comes as global demand for the cruise market is estimated to hit 27 million passengers by a two-fold growth within a decade. Trade and Industry Minister Lim Hng Kiang said: "Since the Singapore Cruise Centre at HarbourFront commenced operations in 1991, Singapore's cruise passenger throughput has been rising steadily as evidenced by the average annual growth rate of 12 per cent in the Page 23 / 59

24 last five years."in 2008, over 1,000 cruise ships called at Singapore, chalking up a passenger throughput of over 920,000." By 2015, Singapore hopes the new terminal can host the world's largest Oasis-class cruise ships and attract 1.6 million cruise passengers. The terminal can handle 6,800 passengers at any one time and will double Singapore's berth capacity. That will be the steadily income in the cruise industry Tourism policy in Singapore Tourism policy is important in the destination, because it will affect the development in the future. In Singapore, Emma, Thomas and Kevin (2008) mention that in Singapore, in 1996, the Singapore Tourism Promotion Board (STPB) launched its master plan Tourism 21: Vision of a Tourism Capital in The tourism capital vision embodies three aspects: tourism destination, tourism business centre and tourism hub. In other words, Singapore does not only want to become an attractive destination, but also a location for tourism investments in and a vital link to the Asia Pacific region (STPB,1996). The master plan and to marketing initiatives undertaken prior to the formulation of the plan were tailored to complement and support the People Action Party s Page 24 / 59

25 (PAP) pursuit of political goals both internally and externally. Internally, tourism was a tool to create a multicultural national identity and to manage domestic politics. In the 1960s, the racial diversity in Singapore was a threat to social and political stability. Each of the ethnic groups Malay, Indian and Chinese had its own language, dialects, believes in different religions and even maintains its own education system. Tourism then took on a propaganda role portraying the Lion City as an exotic island where many cultures and ethnic groups lived harmoniously together, and instilling pride and loyalty amongst Singaporeans to the ruling PAP. Externally, tourism emerged as an aspect of foreign policy, serving, for instance, to counter Western criticisms of Singapore s authoritarian politics by marketing the country as an island paradise. It was also integral to efforts to position Singapore within the region, spearheading a drive to gain economic advantage over neighbouring countries (Hall and Oehlers, 2000). This explains why the STPB emphasised so much in the master plan Singapore s position of being a hub in Asia Tourism policy in Hong Kong Emma, Thomas and Kevin (2008) mention that the Government s vision in tourism is to establish and promote Hong Kong as Asia s premier international city, a world-class destination for leisure and business visitors. Tourism plays Page 25 / 59

26 dual economic and political roles in Hong Kong, too. Economically, the Hong Kong Government has strategically used tourism as an instrument for economic restructuring by establishing the TC in In the following year, the first tourism policy paper Hong Kong Tourism: Expanding the Horizons was launched. The Government s vision for tourism is to establish and promote Hong Kong as Asia s premier international city, a world-class destination for leisure and business visitors (TC, 2000:1). 3.1 Target market Target market in Singapore Figure 3.3.1a: The top 15 markets in Singapore 2009 Page 26 / 59

27 Purpose of visit, in Singapore Source: Singapore tourism Statistic in 2009 Target market is important in the destination, clearly knowing the target can provide a guide of policy and strategy. In Figure 3.3.1a, Singapore tourism annual report (2009) said that the Indonesia (1,745,000), PR China (937,000), Australia (830,000), Malaysia (764,000) and India (726,000) were Singapore s top five visitor- generating markets. These markets accounted for over 50 per cent of total visitor arrivals for In Figure 4, Singapore tourism statistic publications (2009) mention that 2009 overseas visitor s survey; majority of visitors came to Singapore for Holiday. Second is business/mice purpose of Page 27 / 59

28 visitors came to Singapore are purpose are leisure and business Target market in Hong Kong Table 3.3.2a: Hong Kong s Top Five Source Markets of Visitor Arrivals in 2009 Source: Hong Kong Tourism annual report 2009 Figure 3.3.2b: Hong Kong visitor arrivals by major market areas 2008 & 2009 Page 28 / 59

29 Source: Hong Kong Tourism annual reports 2009 In Table 3.3.2a, Hong Kong tourism statistical review (2009) mention that Mainland China continues to be the leading source of visitors to Hong Kong in In figure 3.3.2b shows that Mainland China visitor arrival for the year reaching million, 6.5% higher than in Close to 10.6 million Mainland visitors travelled to Hong Kong under the individual Visit Scheme (IVS), representing 59% of the total Mainland arrivals and 10.1% more than In figure 3.3.2b, Hong Kong tourism statistical review (2009) said that the purposes of tourists travelling Hong Kong are the leisure and business. Page 29 / 59

30 3.4 Tourism promotion Tourism promotion of Hong Kong In Hong Kong, is Hong Kong Tourism Board (2009), their responsibility is promoting Hong Kong to different overseas countries and attracts the tourist arrivals. For example, it promotes Muti-Destination Itineraries through strategic partnerships with Mainland and Macau, or consumer promotion Hong Kong to a wider Russian community, etc. Lastly, the HKTB through different ways such as the internet and mobile promotions to provide the update tourism information in Hong Kong Tourism promotion of Singapore The Singapore Tourism Board (2010) responsibilities to promote Singapore as a destination for worldwide, as well as to take initiatives to enhance the experiences for each visitor when they travel there. The Tourism Board provides different linkage and information by their website. For example, different types of education, healthcare and business linkages, etc. The Singapore Tourism Board also use the social network such as, facebook, Twitter, Wikipedia and youtube are the tools to promote the image of Singapore. Those of skills let people having a positive impression of Singapore and will consider to travel there. Page 30 / 59

31 Section 4. Methodology 4.1 Research design This is a qualitative study using the case study method. The information was collected from secondary data including books, journals, websites and other sources. 4.2 The Case Study method Holetzky (2011) mention that case study of a person, small group, a single situation, or a specific case, is called a case study. It involves extensive research, including documented evidence of a particular issue or situation symptoms, reactions, affect of certain stimuli, and the conclusion reached following the study. A case study may show a correlation between two factors, whether or not a causal relationship can also be proven. It may sound complicated, but it s really quite simple. Using case study can achieve the topic of comparative the tourisms products between Hong Kong and Singapore. 4.3 Advantage of the secondary research Steppingstones(2004) states that the advantage of using secondary data are the secondary research process can be completed rapidly, generally in 2 to 3 Page 31 / 59

32 week. Substantial useful secondary data can be collected in a matter of days by skillful analysis. Than when secondary data is available, the researcher need only locate the source of the data and extract the required information. Also secondary research is generally led expensive than primary research. The bulk of secondary research data gathering does not require the use of expensive, specialized, highly trained personnel. At last, secondary research expenses are incurred by the originator of the information. Romano (2004) take a different view of the advantage of secondary data are less expensive to collect than primary data. Than it takes less time to collect secondary data. Also if you are looking for small effect size, it may be impossible to collect primary data on a sufficient number of cases. And collecting primary data prospectively may be unethical if a therapy is standard of care. Other is the accessible population for primary data may be less representative of the target population than that for secondary data. At last, it may not need to worry about informed consent, human subject s restrictions, etc. Secondary data research is time saving, efficiency to collect the information and economical than use primary data, etc. That is the reason that I choose secondary data research in my research. Page 32 / 59

33 4.4 Limitation of secondary data The Marketing Research (2011) mention that the disadvantage of using secondary data are Secondary Data is something that seldom fits in the framework of the marketing research factors. Reasons for its non-fitting are; unit of secondary collection Suppose you want information on disposable income, but the data is available on gross income. The information may not be same as we require, or the class boundaries may be different when units are same. Second is the accuracy of secondary data is not known. It means the source of information is not accuracy by using the secondary data. Last is the data may be outdated, it means some outdated information or new cannot achieve the purpose that we would like to found. Page 33 / 59

34 Section 5. Finding and Analysis After the Methodology, this session coming there will have the finding and analysis of the tourism products. There are four core elements retail, tourism policy, cruise development and new attractions. \ Retail ReRe Tourism Policy (Shopping attributes) Tourism Products Cruise Development New attractions Page 34 / 59

35 5.1 Tourism policy The Tourism policy setup by government is important in tourism product, because this affects directly on the local tourism receipts. In this case, the strategies in Singapore and Hong Kong are different; Singapore has more proactive vision than Hong Kong in tourism policy. The proactive strategies in tourism policy which Singapore uses in three areas; Firstly, Singapore is a hub in the Association of South East Asian Nations (ASEAN) regions, the benefit is on dealing with the ASEAN s outbound markets. Through the ASEAN region, Singapore can capture the essence of their vision of becoming a Tourism Capital of the tourism s destination, tourism business centre and tourism hub. Secondly, Singapore government provides the subsidies on promotions and building related facilities to stronger the Singapore tourism Board. Last, Singapore has opened the skies policies, which have brought substantial economic benefits to the country. For example, they have opened skies policies with Australia. In Hong Kong, the vision of tourism is to establish and promote Hong Kong as Asia s premier international city. Hong Kong government chooses the market-led approach policy; established a Hong Kong Tourism Board (HKTB) Page 35 / 59

36 in All the tourism development was driven only by this department with private sector. The institutional and structural on tourism delineates the Government s prospective to participate flexibility on in tourism development. Tourism is a private sector in Hong Kong; government depends on the HKTB of the new ideas and decisions. HKTB is on an important role to promote and develop tourism industry. Hong Kong tourism Strategy used by HKTB is to deal with the Chinese outbound market mainly. By 2020, China is expected to become the world s biggest source of outbound tourism, sending 115 million of its nationals abroad annually. Currently, about 75% of all Chinese tourists visit Hong Kong and Macau. Compare the tourism policy between Hong Kong and Singapore, Singapore tourism board (STB) is working better than Hong Kong tourism board (HKTB). STB have a large connection in ASEAN nations, the ASEAN nations can increase the outbound markets travel in Singapore. The result of the tourist arrivals shows that the top of five markets are come from Southeast nations. That means the policy is effective by ASEAN. Also the subsidies is helpful to let the STB design products and strategies. The open skies is also another way bringing the good economic income. Oppositely, HKTB is a private sector which lack of subsidies, only HKTB design strategies and idea. They are Page 36 / 59

37 lacking support from the HK government. Nowadays the tourism strategy is mainly depending by Mainland China tourists. It seems Hong Kong do not have long term vision tourism policy and strategy than Singapore. Figure 5.2.1: Spending Patterns in Hong Kong between Source: Hong Kong tourism board statistic 2009 Page 37 / 59

38 Figure 5.2.2: Spending patterns in Singapore in 2009 Sources: Singapore tourism board statistic Retail (Shopping attributes) In figure & shows the most tourists spending pattern in Hong Kong and Singapore is shopping. Butler (1991) noted that shopping as an added attraction to the destination being visited probably leads to the majority of tourism expenditures on retail items. It seems shopping is important patterns when tourist travel. Page 38 / 59

39 Table 5.2: Preferred Shopping Destination: Hong Kong versus Singapore Source: Journal of Preferred Shopping Destination: Hong Kong versus Singapore Page 39 / 59

40 Yeung et al. (2004) had the report that the respondents of shopping experience in Hong Kong and Singapore. In table 5.2 the result shows there have six shopping attributes in which Hong Kong received significantly higher scores than Singapore. They are Accessibility of Shop, Value of money, Variety of product selection, Opening hours of shop and Availability of product. On the other hand Singapore received significantly higher scores than Hong Kong in eight attributes. They are Language ability of sales staff, Attitude of sales staff, Window display, Neatness and cleanliness of shop, Lighting and physical setting of shop, Choice of payment methods, Product reliability and Efficiency of sales staff, only the availability of sales label, in which Hong Kong and Singapore performed the same. There are disadvantages in Hong Kong tourism. The results states the product reliability, language, attitude and efficiency of salespeople. It seems there are complains and the tourists are concern the reliability of product. The solve method is that, the Hong Kong sales persons be improve by set up well a counter to handle complains (e.g Shopping malls and Airport), or set up the hotline for tourists which can provide efficiency and time saving. Language ability of the staff and attitude of the staff can reviewed as a need of improve mention customer service skills and quality of sales people. The related Page 40 / 59

41 developments can provide servicing skills to them and upgrade the image of the retail industry. Oppositely, Singapore does well on these three ways; Singapore also had some disadvantages, Opening hours of shop and Accessibility of shop. It shows the result their shops are not accessibility than Hong Kong s. The transportation is not accessible to the shops. And the Opening hours of shop is shorter than Hong Kong s. Furthermore Hong Kong s retail industry has benefit on high standard of quality; many of them have jointed the Quality Tourism Service Scheme. With this, we can ensure the joined shops and restaurants can provide valuable services and goods. Overall, the results of shopping attributes, respondents are more satisfied in Singapore than in Hong Kong. Page 41 / 59

42 Figure 5.3.1: Most places visited in Hong Kong Source: Hong Kong Tourism Board Annual report New attractions Attractions are one of a tool of the tourism product, with new attractions; we can maintain the competitive advantage and attract tourist s arrivals. Wiley & Sons (2006) said that the tourism attractions are an essential pull factor, and destinations should therefore benefit from having a diversity of such resources. To maintain the competitive advantage in the world, attractions and development are the major areas in tourism industry. A Hong Kong Page 42 / 59

43 government expands their competitive attractions advantage; Disneyland and Ocean Park both have their projects for expansion. In figure 5.3.1, it shows the theme parks are range at fourth and fifth position. Theme parks are the major parts for visits in Hong Kong, expansion is necessary. Also, the West Kowloon Cultural District (WKCD) will be developed for integrated arts and cultural district with world-class arts and cultural facilities. This attracts the visitor s visit and increase receipts, which is a competitive advantage in the tourism industry. Figure 5.3.2: Most paid access attractions visited in Singapore Source: Singapore tourism board statistic 2009 Page 43 / 59

44 In Singapore, there have the new attraction of Sentosa. Sentosa have several attractions, such as two golf courses and Casino resort, the family-friendly attractions; Marine Life Park, Equarius Water Theme Park and the largest Universal Studios theme park Asia. In figure 5.3.2, shows the Sentosa is most paid accessed area in Singapore; it seems most tourists like visiting there. When compare the attractions development, there has negative news about Hong Kong Disneyland, their tickets price is expensive, the areas and facilities are few, games small, are limited area is with a low attendance rate. Also restaurants in Disneyland have few washrooms and the food is too expensive. These complains are reflected by tourists came to visit. The Sentosa is most paid visit areas in Singapore, the new attraction in Sentosa can gain more tourist arrivals and economic. To point out that, casinos in Singapore is a different attraction than Hong Kong. Casinos in Sentosa can remain competitive by erecting ever larger and more fantastic themed casino hotel. With this can provide more choices for tourists and income. Also there is healthcare tourism, in Singapore medicine (2007) states that there have well-respected doctors trained in the best centre s around the world, internationally-accredited hospitals and specialty centre s, a global reputation as a medical convention and training centre, a fast growing Page 44 / 59

45 basic and clinical research hub. It s no wonder that Singapore has established itself as Asia s leading medical hub, serving medical travelers from around the world. And the Singapore education(2006) mention that Singapore Education was launched by the Singapore Government in 2003 to establish and promote Singapore as a premier education hub and help international students make an informed decision on studying in Singapore. Overall the attractions between Hong Kong and Singapore, Singapore has more choices and purpose of visit than Hong Kong which can travel for leisure, gambling, education and healthcare. Singapore attraction development is doing more comprehensively than Hong Kong. Figure 5.4.1: Singapore Cruise Ships & Passenger Throughput Volume Page 45 / 59

46 Source: Singapore tourism board statistic 5.4 Cruise development Cruise can be one of the transportation for tourists arrive the destination; Cruise development can become one of the tourism tools when there are complete facilities and government supports. In Singapore, Cruise development already is parts of tourism industry and has great performance. Singapore has two cruise ports are regularly served by the major cruise lines. After building the cruise terminal, it increases the international cruise and visitors. Cruise industry is steadily growing in Singapore. Singapore is now Asia- South Pacific region s largest cruise port. Both factors are obvious that the cruise industry is mature and have great reputation in Asia. In figure 5.4.1, the result shows that the cruise passenger arrival in Singapore , passenger throughput grew by 23.7% to 1,138,570 passengers. It s increase more passenger throughput than 920,000 in Singapore can maintain their reputation of South Pacific region s largest cruise port in Asian. Also Singapore decides to build the International Cruise Terminal in Marina South that can maintain their competitive advantage in Asian. Singapore cruise industry keep strong, more tourism receipts will also keep increasing. Page 46 / 59

47 Figure 5.4.2: HK Cruise Passenger statistic by nationality in Source: Hong Kong Tourism Statistic Page 47 / 59

48 In figure 5.4.2, the result shows that the cruise passenger arrival in Hong Kong, in 2008, the total passengers are 2,515,816, the growth rate is decrease 5.6%. But the ship make a port of call increase over 2007 that means the ships would like parking in HK and new cruise terminal can solve the parking of ships. Reference by Singapore cruise industry development can increase the incomes if Hong Kong have a new cruise terminal, Hong Kong can benefit by the Individual Visit Scheme by China, the visitor from China city can travel to Hong Kong by cruise. Or attract the northeast Asia countries visitors, such as Korean and Japanese. New cruise terminal and related facilities can be the new landmark in Hong Kong. Hong Kong government needs to develop clearly with design and comprehensively with different facilities to match the cruise terminal, such as hotels and shopping malls, etc. Comparing the cruise industry, currently Singapore is better than HK. Page 48 / 59

49 Section 6. Conclusion 6.1 Conclusion In this part, I would like to conclude the projects of comparative tourism products between Hong Kong and Singapore with recommendations accordingly. In the New attractions part, it attracts the tourism receipts and arrivals come to the destination. Singapore builds up the new icon in Sentosa including hotel, casino, and the theme park of Universal Studio, they are attract the new explore tourists to go to Singapore. Expansion Ocean Park, Disneyland and the Western Kowloon Cultural District (WKCD) are core tourism projects in Hong Kong, at the same point other countries nearby are also increasing their attractions to maintain their competitive advantage. For the shopping performance, the shopping attributes are important to both Singapore and Hong Kong. It is because shopping is the most expenditure in their situations. To compare their shopping performance, Hong Kong and Singapore have their different advantage on this. Hong Kong has the long operation hours for shops which provide accessibility. And there are many retail and food places jointed the Quality Tourism Service Scheme which gives positive recommendation and guild lines to tourist. On the other hand, Page 49 / 59

50 Singapore has the quality of Language ability of sales staff and Attitude of sales staff towards shopping performance. Both benefits can maintain their shopping attributes for tourists. Next is the Meeting, Incentive, Conference and Exhibition (MICE) tourism, developing the MICE tourism will be a trend in different countries. Hong Kong and Singapore has their conditions to host the MICE. Also MICE can bring many benefits to both city and country, such as tourist arrivals, tourism receipts and the increase accommodation rate. So MICE is important tourist project to Hong Kong and Singapore. The economy scale of Singapore and Hong Kong is very healthy and stable. A healthy economy can provide a safe destination for tourist s travel. Hong Kong and Singapore have the huge support by the Mainland China and ASEAN nations to maintain their exports and tourism receipts stable. For the cruise development, many different countries treat the cruise as one of the income. Because the cruise travel becoming popular in few years, cruise trip can include few stops in one trip with different parking points before arrive to the final destination. Singapore is working better in the cruise development because she developed earlier than Hong Kong. And facilities and policy is more mature. Hong Kong seems backward of developing cruise with new port Page 50 / 59

51 opening in Kai Tak in Other countries development of cruise can be reference to Hong Kong, helping to cruise to Hong Kong s tourism industry. For the tourism policy, Singapore is working better than Hong Kong either she use the ASEAN regions outbound markets to capture the essence of Singapore s vision of becoming a Tourism Capital of the tourism destination, tourism business centre and tourism hub. And government provides subsidies on promotion and building facilities. Lastly, opening the skies policies can bring substantial economic benefits to the country. Hong Kong s tourism policy is only depends on the Hong Kong Tourism Board for making decision, and their main policy is to count on Mainland China markets to maintain the income. Therefore, Singapore tourism strategy is work better than Hong Kong. With a clear target market the tourism parties can provide effective decision and strategy. In Singapore, The top of target markets are the Southeast Asian countries, it seems the policy works very well by the ASEAN, Southeast Asian tourists keep travelling and have business in Singapore. In Hong Kong, the top of target markets are from Mainland China, it shows Hong Kong s benefit is from the independent visit scheme by organized Mainland China. It seems both of them having strong backward by the target market. Page 51 / 59

52 Finally is the promotion, Hong Kong Tourism Board and Singapore Tourism Board are working well on it. Best promotion can draw the attention of tourists to travel or meeting. They use different tools to promote their country/city image, such as going to other countries to have conference and meeting to explore the new markets in it. Tourism products are major tools of the destination and matching the strategy for development. 6.2 Recommendation Economy and Tourism Policy For the economy and tourism policy in Hong Kong and Singapore they can learn from each other s ideas. Hong Kong can learn from Singapore to build a hub in Asia, which can attract the economy and tourism arrivals. For tourism policy, Hong Kong can learn from Singapore of building an Asian hub to get the benefit in tourism. Or create the tourism products to attract the enterprises to invest in it. Also Hong Kong government can provide the subsidies for tourism development, that tourism board having enough subsidies to work on promotion and building facilities. To open the skies policies that can bring substantial economic benefits to Hong Kong either. Oppositely, Singapore government and tourism board can learn from Hong Kong to attract the new Page 52 / 59

53 market in Mainland China. Nowadays, Mainland China is a large outbound market in the world because the Chinese are mostly rich and having strong desire on travelling. Singapore can provide or design tourism strategy towards China market. Shopping attributes and Cruise Development For the Cruise Development, Hong Kong is backward than Singapore. Hong Kong can reference Singapore cruise development since Singapore has mature and operate experience in Cruise. For the shopping attributes, Hong Kong government and retail employer need to provide some courses for their staffs to improve their English and Putonghua. Also they can provide training skills for staffs to service customers, due to their respondents are reflecting they are unsatisfied in shopping in Hong Kong. Singapore government and retail employers need to consider expanding the opening hours or development a more convenience transportation to accessibility of the shop, as the respondents are not satisfied on accessibility of shopping. Page 53 / 59

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