Destination marketing : Hong Kong and Singapore compared

• Main Authors: Jiang, Chuan, Ng, Choon Heong, Quek, Jaime Mei Ting
• Other Authors: Joan C Henderson
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/44140
• Institution: Nanyang Technological University

This report outlines and discusses how countries can use destination marketing as a tool to promote their tourism sector. In particular, Hong Kong and Singapore, being small city states/regions sharing similar characteristics, have been used in this case study in which their destination marketing strategies are compared. The basis of comparison is derived from an extensive literature review of the topic on destination marketing which encompasses destination branding and information services as the highlight of this report. After a detailed comparative analysis between the two city states/regions, the report concludes with a review of the critical success factors as identified and categorised in terms of variety, flexibility, service quality, and technology. Besides these critical success factors, destinations should leverage on their unique resources so as to create a competitive advantage.