¡¼ MARKET SEGMENT WITHIN TOURISM 2
1. Segment basis 2
2. Market Segment of BrandHK within tourism 2
¡¼ UMBRELLA POSITION OF BRANDHK 3
¡¼ HOW SHOULD BRANDHK BE POSITIONED? 4
¡¼ LEARNING FROM HKTB AND OTHER BRAND SATE PROGRAMS 5
¡¼ STRENGTH AND RESOURCES OF THE HKTB 6
HKTB (The Hong Kong Tourism Association) 6
¡¼ ISD¡¦S STRATEGIES 9
1. Customized tourist service. 9
2. Overcome the Chinese Regulation 9
3. Adopting Chinese good images 9
4. Getting Main Land people 10
¡¼ MARKETING STRATEGY 11
¡¼ CAPITALIZE ON THE INTERNET 11
¡¼ MEASURING THE EFFECTIVENESS 12
¡¼ Market segment within tourism
1. Segment basis
Five percent of Hong Kong¡¦s GDP was generated from the tourism industry and the earnings in 2000 were about HK$76.4 billion (US$9.7 billion). Around 50,000 visitors have arrived each year since Hong Kong Tourist Association was established in 1957. In 2000, Hong Kong was the world¡¦s 14th ¡Vmost-popular tourist destination and the only city in the list of Top 15 destinations according to the World Tourism Organization and the total visitors increased to 13.06 million, or an average of more than 35,000 visitors a day. In 2001, visitor arrivals reached 13.7 million.
2. Market Segment of BrandHK within tourism
The market segment of BrandHK within tourism is a tourist and convention destination and the Hong Kong Tourism Board (HKTB) had been successful in its primary functions of marketing and promotion. Its website discoveryhongkong.com, catering for international tourists, attracts three million page views per month.
The tourism board offered a ¡§City of Life: Hong Kong Is It!¡¨ VIP Card to bona fide visitors. ...