HONG KONG TOURISM BOARD

Hong Kong Tourism Board

Hong Kong Tourism Board

Hong Kong Tourism Board - Marketing Communications Strategy

HKTB, Hong Kong Tourism Board, is a government-sub vented organization which was found on 1st of April, 2001 under the command of Hong Kong Tourism Board Ordinance. It was a reconstitution of Hong Kong Tourist Association (HKTA) which was made in 1957 by the Government Ordinance. HKTA was an association of members; on the other hand, HKTB has no association to any organization or a particular sector within the industry and it is able to provide entire support to the tourism of Hong Kong. Hong Kong Tourism Board commences properly structured planning procedure to outline its initiatives and strategies for every year. While doing so, it takes into consideration different factors related to macro environment such as market trends, global economic including relevant direction of policies of the Government. (Mintzberg, 1994, 76-92) The procedure involves a series of discussion with industry's stakeholders, retailers, airlines, travel agencies, attraction operators, academics and food and beverages. It uses different aspects of marketing communication strategy to promote its products. Tourism marketing database is based on the organizers of tourist behaviour, motivation, psychology and other data analysis of market segmentation. From providing services, idea and laces to attract tourists to identifying those factors with the potential for the development of market, the need for market segments in terms of money, desire and money to achieve three levels of destination and travelling which are interested in the total size of market. (Dolence, 1997, 89-167) Determining the target market is not the only point to focus for marketing strategy formulation, but it is also assigned with developmental goals. In the implementation of marketing communication plan the most important factor in the strategy is quite consistent with its data base and the market trends. For each target market based on tourists and on potential tourists, the demand of detailed and in-depth benefit analysis, like analysis of travel power consumption, manner and time acceptable to the destination information methods and channels, travelling motivations, and etc, so that the destination in all the target markets are accepted on the image for the implementation of integrated marketing communication activities to provide direction and goals, and to decide when, where and how to contact with the potential consumers in order to decide, what it needs to communicate. Tourists are our customers and are not seen as targets but as partners to build an ongoing relationship. Prospects, customers and other, meet the company and brand via a number of resources and from these they create different contacts perceptions about the company and its brand. Similarly, in tourism, people come in contact with the country's information through various sources, and build a perception about that country. They create a vision of how this country looks like and what it has to offer and to what extent. By observing their behaviour of attraction and current lifestyle of customers, marketers can have a proper idea and can tailor their messages using ...