Master of Business Administration: Marketing Management - Essay Example

Current Marketing Communications Strategy within Hong Kong
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 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 visitor's 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 in organizing different recreational programs so as to facilitate and sustain close links with the local public and community groups.

Role of the Hong Kong Tourism Board
The Hong Kong Tourism Board guarantees that the community has a very significant role in 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, and 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 among 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 during 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 and in essence traveling (Clarke 2000).

Direct and Integrated Marketing Communication Strategies under the aegis of the Hong Kong Tourism Board
In order to incorporate the direct marketing communications regimes within Hong Kong, there has been the appointment of the Immigration Control Officers who are the first people within Hong Kong to greet the visitors when they touch down in Hong Kong.