Hong Kong (MBA – Marketing Management) Part A You have been asked by Hong Kong Tourism Board to critically assess its current marketing communications strategy for promoting Hong Kong to tourists. Present a detailed evaluation of this strategy. Introduction to Hong Kong Hong Kong stands as one of the two special administrative regions of China, where the other one is Macau…
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Hong Kong Dollar is the main currency within the land and it is one of the leading financial centers globally. Current Marketing Communications Strategy within Hong Kong The current marketing communications strategy employed by Hong Kong to entice tourists include the fact that there are memorable tourist attractions, which include the likes of the Giant Buddha, the Victoria Harbor and The Peak to name a few. Hong Kong is especially renowned for its cultural and heritage activities, the museums, the grandeur architecture, the prominent outdoors and the dining and shopping luxuries which are a symbol of its tourist excellence (Stabler 1997). The marketing communication strategy within the land is such that people throng to visit Hong Kong from different parts of the world in all the 12 months of the year. This is one of the reasons why Hong Kong is remarked as a haven for the tourists when they want to enjoy the luxuries that might not be available elsewhere. The current marketing communications strategy coined by the Hong Kong Tourism Board centers on the premise of cultural exchange, creating the tourism market, bringing in rich foreign exchange and thus building long-lasting exchanges and relationships all this while. Hong Kong is a place that shall be the cornerstone of success in terms of tourism in the days to come undoubtedly (Meyer 2000). The diversity is there for the taking as is understood by the domains of the Hong Kong Tourism Board which is a government-subvented body that has the responsibility to market and promote Hong Kong as a place for tourism and to improve the visitors’ experience when they visit this place (Miller 2007). The Hong Kong Tourism Board makes sure that the latest promotional activities within Hong Kong are discussed at length, and plays its due role at organizing different recreational programmes so as to facilitate and sustain close links with the local publics and community groups. Role of the Hong Kong Tourism Board The Hong Kong Tourism Board guarantees that the community has a very significant role within the linkage of the tourists who come from different parts of the world. This has been manifested in the form of different sessions with Rotarians, the overseas and local media teams that race down the harbor, the Dragon Boat Carnival for a summer vacation package, a volunteer recruiting program by the name of the ‘Hong Kong Pals’, and so on. The different marketing strategies for the sake of promoting Hong Kong within the tourists are also discussed from time to time in a number of seminars and events. Similarly, the Hong Kong Courtesy Ambassadors are also appointed from time to time. There are also sessions and community programs for ethnic minorities and youngsters on the event of the Chinese New Year and the parade that happens every year on this occasion. Mr. Anthony Lau who is the Executive Director of the Hong Kong Tourism Board believes that Hong Kong is a world class destination for travelers all over the world and opines that the experience of traveling gained by the tourists when they frequent Hong Kong is unmatched and has no parallels. He believes that there have been giant strides into making Hong Kong one of the most sought after places on earth and a haven for the tourists who believe they should visit a place that best satisfies their soothing needs of nature
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Conclusion 23 Reference 24 Part A: Current marketing communications strategy Introduction The tourism board of India is found to take the help of integrated communications through large scale uses of several communication tools like advertisement both via print and visual media and also through considerable public relation activities to help generate increased brand awareness for the different tourism activities carried out in the region.
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