Study on Attractiveness of Lantau Report ****************************** January 06, 2011 Center for Hospitality and Real Estate Research School of Hotel and Tourism Management THE CHINESE UNIVERSITY OF HONG KONG
(BLANK)
Contents 1. Executive Summary - - - - - - - - - - - - - - - - - - - - - Page 3 2. Background - - - - - - - - - - - - - - - - - - - - - - - - - - - Page 5 3. Survey and Results - - - - - - - - - - - - - - - - - - - - - - Page 9 4. Expert Opinions - - - - - - - - - - - - - - - - - - - - - - - - Page 31 5. Summary of Findings - - - - - - - - - - - - - - - - - - - - Page 35 6. Suggestions for Increasing Lantau Attractiveness - - - Page 39 7. Suggestions for NP360 - - - - - - - - - - - - - - - - - - - Page 43 8. Conclusion - - - - - - - - - - - - - - - - - - - - - - - - - - - Page 47 9. Acknowledgements - - - - - - - - - - - - - - - - - - - - - - Page 49 Appendix A. Recent Related Projects - - - - - - - - - - - - - - - - - - - Page 51 Appendix B. Questionnaire for survey - - - - - - - - - - - - - - - - - - Page 53 Contact: Center for Hospitality and Real Estate Research School of Hotel and Tourism Management, CUHK Tel: (852) 2609-8593 Tourism Lantau Project: Dr. Johnny Wan School of Hotel and Tourism Management, CUHK Tel: (852) 2609-8595 E-mail: johnnywan@cuhk.edu.hk Report on Attractiveness of Lantau (2011) Page 1
(BLANK) Report on Attractiveness of Lantau (2011) Page 2
1. Executive Summary Lantau is regarded as one of the significant tourism spots in Hong Kong. However, the attractiveness of Lantau is found low in this study in terms of awareness and visitation, thus Lantau will need to do more promotion to enhance its popularity. Four strategic directions have been explored to increase the attractiveness of Lantau. These are more facilities/attractions/landmarks within a close distance, improvement in accessibility and transportation, more promotion and marketing, and more initiatives to ensure good experience. More than 40 suggestions are made with respect to these directions, such as: Beach resorts Electronic games complex Farms of special features Hiking trails Marine sports centers with dormitory Shopping mall Theme or hip hotels Wine cellars Lantau trail walker Relevant holiday celebration Promotion on web and in collaboration with education institutions Ngong Ping 360 was also studied. Along the same set of strategic directions, more than 30 suggestions are made for increasing the attractiveness, such as: Adventure cabins Hotels Skywalk Differential pricing Joint packages Memory retention activities Finally, it is suggested a long-term tourism development policy is needed for Lantau in order to develop it to be an attractive tourism spot in Hong Kong for the future. Report on Attractiveness of Lantau (2011) Page 3
(BLANK) Report on Attractiveness of Lantau (2011) Page 4
2. Background Tourism is currently considered as one important economic pillar in Hong Kong. It is generally believed, tourism would bring a variety of benefits to Hong Kong, including though not limited to: Increase in consumption through in-bound and domestic tourism Diversification of economic development beyond finance Increase in employment Increase in land values Increase in cultural exchange Promoting the learning of other cultures Enhancing quality of life To reinforce the competitiveness of Hong Kong as a preferred destination in the world, a number of tourism related projects have been launched in recent years. (Please refer to Appendix A for the details.) Among numerous tourism initiatives, the majority of attention has been drawn to those requiring heavy capital investment such as West Kowloon Cultural District and Kai Tak Cruise Terminal. But these heavily invested projects are likely to further reinforce the concept of urban or harbor tourism, by attracting visitors to stay inside the city of Hong Kong. To attract more tourists, Hong Kong may need more attractions beyond the harbor. There are probably a number of choices for tourism development such as Aberdeen with Ocean Park, Sai Kung, NT West and Lantau. Amongst these tourism spots, Lantau is often regarded of great attractiveness to visitors as there are already several well known attractions on the island, including Big Buddha, Disneyland, and Ngong Ping. Therefore, in this study, Lantau is explored how it can be developed into a major tourism spot in Hong Kong through increasing its attractiveness to visitors. Report on Attractiveness of Lantau (2011) Page 5
In addition, Ngong Ping 360 (NP360), one of the attractions on Lantau, is also studied how it can become a preferred attraction on the island. 2.1 Objectives of Study The objectives of this study are as follows: (1) To review the attractiveness of Lantau as a tourism spot in Hong Kong; (2) To provide insights for enhancing the attractiveness of Lantau; and (3) To provide insights for further development of NP360 to meet the needs of visitors. 2.2 Process of Study The process of this study includes: Propose a conceptual model for the study; Interview industry experts for their opinions; Design and conduct a survey to review the attractiveness of Lantau; Analyze the information collected; Provide insights for enhancing the attractiveness of Lantau and NP360; and Report the results of the study. Report on Attractiveness of Lantau (2011) Page 6
2.3 Conceptual Model The following attractiveness model is used for this study: The attractiveness model shown above is self-explanatory. It is perceived that the attractiveness of a destination or attraction is very much reflected in its awareness, experience and visitation. Greater the attractiveness, higher the awareness and better the experience, the higher propensity of visitation and re-visitation will be. Therefore, awareness and experience evaluation were taken as two fundamental components in the measurement of attractiveness in this study. Report on Attractiveness of Lantau (2011) Page 7
(BLANK) Report on Attractiveness of Lantau (2011) Page 8
3. Survey and Results A survey had been carried out to find out how visitors commented on their various experiences on Lantau. In this chapter, the design and the results of the survey will be described. Moreover, the key implications will be presented. 3.1 Description of survey After discussion with a group of professionals from attractions in Lantau and inbound travel agencies, a questionnaire was designed for a structured survey on the attractiveness of Lantau. It is attached in Appendix B. CUHK students were involved in this project, taking up the roles with respect to tasks such as coordination, survey design, interviewer training, interviews, data entry, data analysis, and reporting. Survey interviews were conducted in various locations, including Lantau and other tourist places in town such as TST promenade and Causeway Bay. A total of 916 respondents were successfully interviewed, including 279 Hong Kong locals, 308 visitors from Mainland China and 329 visitors from countries other than Mainland China. Report on Attractiveness of Lantau (2011) Page 9
3.2 Abbreviations used in this report Respondents: HKV = Hong Kong or local visitors MCV = Visitors from Mainland China OCV = Visitors from countries other than Mainland China Attractions on Lantau: BB = Big Buddha and Po Ling Monastery DL = Hong Kong Disneyland NP = NP360 and Ngong Ping Village WP = Wisdom Path Landmarks on Lantau: CO = Citygate Outlet in Tung Chung T2 = Terminal 2 of Hong Kong International Airport TO = Tai O MW = Mui Wo Report on Attractiveness of Lantau (2011) Page 10
3.3 Respondents by geography Observation: During the period of interviews, only a few Mainland Chinese visitors could be found on Lantau. But quite a lot of overseas visitors were met in Ngong Ping. Report on Attractiveness of Lantau (2011) Page 11
3.4 Awareness and visitation Respondents were asked whether they were aware of any attraction/landmark on Lantau and whether they had visited any of these places. Only those 419 respondents interviewed outside Lantau are included in this part so that the measurement of awareness and visitation can be a fair estimate. All data shown in the table below are in decimal percentage. The findings were then translated into 3 levels high (H), moderate (M) and low (L) with the following criteria: High (H) Percentage equal to or higher than.70 Moderate (M) Percentage between.40 and.69 Low (L) Percentage lower than.40 Report on Attractiveness of Lantau (2011) Page 12
The comparison of the awareness and visitation is tabulated for the convenience of analysis in the following. The comparison of the awareness vs. visitation among ALL respondents: The comparison of the awareness vs. visitation among HKV respondents: Report on Attractiveness of Lantau (2011) Page 13
The comparison of the awareness vs. visitation among MCV respondents: The comparison of the awareness vs. visitation among OCV respondents: The following strategic actions had been considered when drawing corresponding implications: Report on Attractiveness of Lantau (2011) Page 14
Observations/Implications: The visitation to Lantau is as low as less than 50%. It is even less than 10% for WP. Overall, the visitation to Lantau is only moderate for BB and DL. But it is low for the rest. For HKV, although Lantau is well aware of, but not highly visited. For HKV, WP is low in both awareness and visitation. For MCV, only BB and DL are well aware of, but not others. For MCV, the visitation to Lantau is low, except DL. For OCV, only BB and DL are well aware of, but not others. For OCV, the visitation to Lantau is low. In general, except BB and DL, the awareness of attractions/landmarks on Lantau is not high among MCV and OCV (non-hk visitors). This indicates the awareness of Lantau among inbound visitors is low. To deal with low awareness, more promotion and marketing effort is needed to enhance the awareness of Lantau among inbound visitors in order to attract more visitation. In general, although most Lantau attractions/landmarks are aware by HKV, but the visitation is not high. The visitation by MCV and OCV is even lower. This indicates the attractiveness of Lantau is low. It is necessary to increase the attractiveness of Lantau in order to boost visitation. Report on Attractiveness of Lantau (2011) Page 15
3.5 Experience of attractions Respondents were asked about their feeling of the attractions/landmarks on Lantau they had visited. All data shown in the table below are in decimal percentage that the respondents were satisfied with the corresponding attractions/landmarks. The findings were then translated into 3 levels high (H), moderate (M) and low (L) with the following criteria: High (H) Percentage equal to or higher than.70 Moderate (M) Percentage between.40 and.69 Low (L) Percentage lower than.40 Report on Attractiveness of Lantau (2011) Page 16
Observations/Implications: In general, respondents were satisfied with Lantau attractions/landmarks though such satisfaction was moderate among HKV For HKV, DL was less satisfied than other attractions BB, NP and WP. This would reflect the image of DL is still not well received or its attractiveness is not appreciated by HKV. For MCV, CO received the lowest satisfaction score. It would mean the shopping experience at CO is not appreciated by MCV. TO was highly appreciated by all respondents. Report on Attractiveness of Lantau (2011) Page 17
3.6 Word-of-mouth Respondents were asked whether they would recommend Lantau attractions/landmarks to others. All data shown in the table below are in decimal percentage that the respondents would recommend the corresponding attractions/landmarks to others. The findings were then translated into 3 levels high (H), moderate (M) and low (L) with the following criteria: High (H) Percentage equal to or higher than.70 Moderate (M) Percentage between.40 and.69 Low (L) Percentage lower than.40 Report on Attractiveness of Lantau (2011) Page 18
Observations/Implications: The ratings are similar to those on experience. Both MCV and OCV would like to recommend Lantau to others. For HKV, they would recommend BB and TO to others. They may also recommend NP and WP to others, but not very likely for the rest. Report on Attractiveness of Lantau (2011) Page 19
3.7 Re-visitation propensity Respondents were asked whether they would re-visit those attractions/landmarks on Lantau they had visited. All data shown in the table below are in decimal percentage that the respondents would re-visit the corresponding attractions/landmarks in the future. The findings were then translated into 3 levels high (H), moderate (M) and low (L) with the following criteria: High (H) Percentage equal to or higher than.70 Moderate (M) Percentage between.40 and.69 Low (L) Percentage lower than.40 Report on Attractiveness of Lantau (2011) Page 20
Observations/Implications: Ratings are lower than those on word-of-mouth, except for TO. Re-visitation propensity is not high. Even TO seems welcome by HKV and OCV, but it is not so by MCV. Low re-visitation propensity would be important if an attraction/landmark is highly relying on repeat visitors. Report on Attractiveness of Lantau (2011) Page 21
3.8 Experience vs. Word-of-mouth It is often expected good experience will induce personal recommendation. Therefore, the relationship between experience and word-of-mouth was analyzed. The comparison of the experience and word-of-mouth is tabulated for the convenience of analysis in the following. The comparison of the experience and word-of-mouth among ALL respondents: The comparison of the experience and word-of-mouth among HKV respondents: Report on Attractiveness of Lantau (2011) Page 22
The comparison of the experience and word-of-mouth among MCV respondents: The comparison of the experience and word-of-mouth among OCV respondents: Report on Attractiveness of Lantau (2011) Page 23
The following strategic actions had been considered when drawing corresponding implications: Observations/Implications: In general, it is found that experience and word-of-mouth are correlated. It means visitors would recommend an attraction/landmark to others if they were satisfied with it. For HKV, as most attractions/landmarks fall in the middle box, it means more effort is needed to enhance the experience as well as the connectedness of HKV. Report on Attractiveness of Lantau (2011) Page 24
3.9 Perception of Lantau Respondents were asked whether they agreed with different perceptual tourism dimensions of Lantau. All data shown in the table below are in decimal percentage that the respondents had such a perception about Lantau. Perception All HKV MCV OCV Safety.923.889.923.955 Cleanliness.906.866.923.933 Scenery.850.811.805.925 Uniqueness.818.766.800.884 Time worth.796.711.796.880 Reputation.776.785.773.768 Accessibility.775.663.756.904 Money worth.761.663.773.851 Cultural.586.511.656.604 Authenticity.560.507.543.627 Historical.505.474.509.534 Entertainment.480.489.516.444 Food.365.355.325.407 Shopping.310.245.344.347 Report on Attractiveness of Lantau (2011) Page 25
Observations/Implications: In general, it is found the perception of basic requirements of a tourism spot such as safety and cleanliness on Lantau is satisfactory. Scenery and uniqueness were rated high on the list. It indicates Lantau is considered as a rural tourism destination, instead of authentic or cultural. Time worth, accessibility and money worth were also rated by over 75%. It means the travel required is acceptable to visitors. This contradicts the suspicion that visitors do not travel to Lantau because it is too far away from city. Entertainment, food and shopping were rated down to the bottom of the list. This shows Lantau is not perceived as a place for these activities. Report on Attractiveness of Lantau (2011) Page 26
3.10 Ideas for Lantau Respondents were asked whether they liked some ideas suggested for Lantau. All data shown in the table below are in decimal percentage that the respondents like/dislike the corresponding ideas for Lantau. After subtracting the percentage of dislike from that of like, the difference was then translated into 3 levels: Yes (Y) Showing a support to the idea if the difference is more than.35 Reserved (R) Requiring more studies as the difference is between.11 and.34 No (N) Declining such an idea if the difference is less than.10 Report on Attractiveness of Lantau (2011) Page 27
Observations/Implications: Some ideas are supported while some are declined. In general, respondents like the idea of having beach resorts on Lantau, but not casino. Responses to other ideas are quite diverse with respect to different categories of visitors. To enhance the attractiveness of Lantau among HKV: More beach resort More theme park Need more development Not for casino To enhance the attractiveness of Lantau among MCV: More beach resort More theme park More new cable car Need more development Not for casino To enhance the attractiveness of Lantau among OCV: More beach resort Need more development Not for theme park Not for shopping outlet Not for casino OCV may like to see Lantau to stay as rural. HKV and MCV may like to see more development such as resort and theme park on Lantau. Report on Attractiveness of Lantau (2011) Page 28
3.11 Ideas for NP Respondents were asked whether they liked the ideas suggested for NP. All data shown in the table below are in decimal percentage that the respondents agree/disagree to the corresponding ideas for NP. After subtracting the percentage of dislike from that of like, the difference was then translated into 3 levels: Yes (Y) Showing a support to the idea if the difference is more than.35 Reserved (R) Requiring more studies as the difference is between.11 and.34 No (N) Declining such an idea if the difference is less than.10 Report on Attractiveness of Lantau (2011) Page 29
Observations/Implications: Some ideas are supported while some are declined. In general, respondents like the idea of providing tour packages at NP, but not Chinese medicine. OCV do not favor shopping on Lantau or NP. To enhance the attractiveness of NP among HKV: More tour package, hiking trails, shop discount at CO Not for Kung Fu show, tea restaurant, Buddhism education, Tai Chi class or Chinese medicine To enhance the attractiveness of NP among MCV: More tour package, shop discount at CO, store in NP Not for sports events, Buddhism education, Tai Chi class or Chinese medicine To enhance the attractiveness of Lantau among OCV: More tour package, hiking trails, Kung Fu show Not for store, sports events, or Chinese medicine Report on Attractiveness of Lantau (2011) Page 30
4. Expert Opinions Executives or senior managers of companies in hospitality industry were interviewed and their opinions on the attractiveness of Lantau were sought. Subject to the time constraint, the following companies, in alphabetical order, were interviewed: AsiaWorld-Expo Management Limited Associated Tours Ltd. Cathay Holidays Limited Hong Kong Disneyland Resort Hong Kong Tourism Board Hong Thai Travel Services Limited Ngong Ping 360 Limited PC Tours & Travel School of Hotel and Tourism Management, The Chinese University of Hong Kong Travel Expert Ltd. Travel Industry Council of Hong Kong The opinions are summarized as follows: Lantau is regarded as not attractive to visitors in terms of number of attractions and the level of attractiveness of attractions/landmarks on Lantau. Some never thought to include Lantau for inbound tourists especially in consideration of the limited length of stay. Report on Attractiveness of Lantau (2011) Page 31
Some had hesitation on promoting Lantau (except Disneyland) because Not enough attractions/shops to justify the travel NP360 is not that attractive to Mainland Chinese visitors Lack of authenticity Lantau may be suitable for tourists who are interested in rural destination. Some tourists from the West may be interested in it, but not for those from Mainland China. Lantau attractions do not match with general tourists expectation. Lantau cannot provide a wow experience for visitors. Lantau cannot create memories that drive for re-visitation Too artificial (Big Buddha, Disneyland, NP360, Tai O) Considering short tourists stay, tourists may not spare time for Lantau. Traveling to Lantau may not be profitable for travel agencies. Lantau can become one of the major tourism spots in Hong Kong if there is more investment in it such as Sentosa in Singapore. Most agreed Hong Kong needs more attractive tourism spots to maintain its competitive position in tourism, especially embracing the fast development in nearby destinations such as Macau, Shanghai and Singapore. While more development around harbor is supported, investment in other tourism spots should be explored. Lantau would add diversity to Hong Kong tourism. Concerning the tourism development on Lantau, a long-term (5-year or 10-year) policy is needed to provide guidelines for public investment as well as information for tourism sector. Report on Attractiveness of Lantau (2011) Page 32
The long-term tourism development plan on Lantau would arouse the attention of both local and overseas visitors. This can serve as a promotion means in the near future. More attractions and landmarks are needed on Lantau. More tour packages such as putting BB, NP and TO together, are needed to increase the attraction to visitors. More hiking trails of different durations should be built to reinforce the nature watch on Lantau. It is queried that the future HK-Macau-Zhuhai Bridge will only bring in transit visitors to Lantau for immigration purpose, but not likely for sight-seeing. Resorts on beaches and in mountains may help increase the attraction of Lantau, especially to visitors from the West. Some still worried about the safety and reliability of NP cable car. Some even worried about the transportation system. They were afraid of being stuck on Lantau or NP, especially for those with a tight travel schedule such as cruise travelers. Report on Attractiveness of Lantau (2011) Page 33
(BLANK) Report on Attractiveness of Lantau (2011) Page 34
5. Summary of Findings The implications of survey and the opinions from experts are summarized in this chapter as follows: 5.1 Attractiveness of Lantau: The attractiveness of Lantau is found low in terms of awareness and visitation. Except BB and DL, the awareness of other Lantau attractions/landmarks is below 70%. This is even lower among non-local or inbound visitors. From the survey, visitation to Lantau is below 50%. More promotion and marketing effort is needed to enhance the awareness and hence attract more visitation. The attractiveness of present attractions and landmarks on Lantau is not enough to attract visitors. Improvement is needed. More attractions and landmarks are needed to increase the overall attractiveness of Lantau. 5.2 Experience of Lantau: In general, the experience of Lantau is well received. BB and TO are mostly appreciated. Visitors are feeling good with most Lantau attractions/landmarks and willing to tell others about them. Report on Attractiveness of Lantau (2011) Page 35
However, the propensity of re-visitation is low. This shows visitors are not well connected to these attractions/landmarks. It is necessary to enhance the attractiveness and to create memorable moments among visitors in order to increase re-visitation. In particular, it is found local visitors have rated only moderate for most Lantau attractions/landmarks (except BB and TO) in both experience and word-of-mouth. Therefore, more effort is needed to enhance the attractiveness and hence the connectedness between HKV and Lantau. 5.3 Perception of Lantau and Ideas for Increasing the Attractiveness of Lantau and NP: The perception of Lantau is found satisfactory as a rural tourism spot. Lantau is perceived as safe, clean, scenic and unique. It is also time and money worthy and accessible. To a lesser extent, it could be cultural, authentic and historical. But it is not a tourism spot for entertainment, food and shopping. Visitors, especially OCV, have rated pretty high in accessibility. This is somehow different from some inbound travel agencies that Lantau is considered far away from city. Among the suggestions provided, it is generally agreed on having beach resorts on Lantau, but not casino. Opinions on most suggestions are diverse. HKV and MCV like to have more theme parks but OCV not. That means different development strategies are needed for different categories of visitors. Overseas visitors are not interested in shopping on Lantau, but may like to see Lantau to stay rural. Report on Attractiveness of Lantau (2011) Page 36
Visitors are quite interested in tour packages, hiking trails and shopping discount provided by NP. OCV may like to see more Kung Fu shows, but HKV and MCV not. The reliability of NP as well as the transportation system on Lantau requires more attention and communication to ease the worry of travelers. 5.4 Tourism Development Policy on Lantau: A tourism development policy is needed to increase the attractiveness of Lantau and hence to maintain the position of Hong Kong in encountering competition from the fast development in nearby destinations such as Macau, Shanghai and Singapore. A long-term policy for the next 5 to 10 years is needed to provide guidelines for public investment as well as information for tourism sector. The long-term tourism development plan on Lantau would arouse the attention of both local and overseas visitors. This can serve as a promotion means in the near future. Report on Attractiveness of Lantau (2011) Page 37
(BLANK) Report on Attractiveness of Lantau (2011) Page 38
6. Suggestions for Increasing Lantau Attractiveness Besides the feedback in the survey and the suggestions from industry experts, a SWOT analysis was done to help understand more about the situation of Lantau. Then a series of brainstorming sessions were held to generate more ideas for increasing the attractiveness of Lantau and NP as well. 6.1 SWOT Analysis Lantau - Strengths Nature, hills & greens, beaches Especially attractive to European and Japanese during favorable seasons Variety of activities BB attractive to SE Asian visitors such as Thai Reasonable accessibility and price Safe and clean Lantau - Weaknesses Difficult to arrange the itinerary due to the distance between attractions or landmarks Not attractive to MCV because lacking attractive shopping areas Lack of promotion (e.g. Wisdom Path) Disneyland may replace other attractions on Lantau Lack of vacation atmosphere such as distinctive features or joyful crowd Not attractive to come back Lack of supply in hospitality manpower Report on Attractiveness of Lantau (2011) Page 39
Lantau - Opportunities Improving economy worldwide Increasing short-haul traveling Increasing Mainland Chinese tourists More transportation/flights Faster promotion over the web Synergy of attractions/landmarks Lantau - Threats Development in other Asian locations - Singapore, Shanghai, Macau Increasing traveling costs Increasing attention to harbor tourism in HK Lantau is considered not representing HK Surrounding construction may spoil the image of nature 6.2 Strategies to increase the attractiveness of Lantau After the SWOT analysis, a series of brainstorming sessions were held. In sum, to increase the attractiveness of Lantau, it is necessary to have: More facilities/attractions/landmarks within a close distance Improvement in accessibility & transportation More promotion and marketing More initiatives to ensure good experience Report on Attractiveness of Lantau (2011) Page 40
6.2.1 More facilities/attractions/landmarks within a close distance Aerospace museum in Tung Chung, near the airport Beach resorts Beaches with full service (life guard, shower, locker, etc.) Bicycle lane round the island Boat tour (or coastal tour) Chef s academy (e.g. Bocuse s in France) in Tung Chung to attract families Electronic games complex in Tung Chung (like Disney Quest in Orlando) to attract young visitors Extension of Tung Chung Pier for activities such as undersea watch Farms with colorful plants of season (like in Hokaido) Fishing rock, off-shore (in Tung Chung, Tai O and Mui Wo) Give names and meanings to plants (like in Hokkaido) to attract kids Huge shopping mall (like outlets in Japan and USA) in Tung Chung Identify more landmarks and beautify them Improve the conditions of popular trails Marine sports centers with dormitory More on eco-tourism More quality rest areas (with shade and clean toilets) More theme or hip hotels Nature trails Organic farms Overnight wine tasting classes (wine and food pairing as well) Plant watching trails Resorts with houses in the water Second ocean park with a focus on PRD water lives Weekend flea market (for farm produce) Wine cellars with beds Report on Attractiveness of Lantau (2011) Page 41
6.2.2 Improvement in accessibility & transportation Expansion of roads Extension of ferries More convenient road access from Tung Chung to Tai O More frequent railway service Use of electronic vehicles to reduce air pollution 6.2.3 More promotion and marketing More cooperation with local and overseas education institutions More joint packages (e.g., attraction with hotel) More liaison with inbound travel agencies More promotion about Lantau in terms of articles, brochures and TV programs More promotion on web such as Youtube 6.2.4 More initiatives to ensure good experience Detailed guide & map (landmarks & culture) with coupons Establish a relaxing and comfortable atmosphere, not necessarily oriental Lantau trail walker More joint packages (e.g., attraction with hotel) Relevant holiday celebration Round the island walk Report on Attractiveness of Lantau (2011) Page 42
7. Suggestions for NP360 Another SWOT analysis for NP360 was also performed as follows: Ngong Ping - Strengths Nature, hills & greens Especially attractive to European and Japanese Close to Big Buddha Reasonable accessibility and price Ngong Ping - Weaknesses Difficult to arrange the itinerary due to the distance between other attractions/landmarks (even Tai O) Not attractive to Mainland Chinese because lacking attractive shopping areas Still concerned on safety and reliability Transport connection is limited after 5 p.m. Long waiting time around closing hours Lack of awareness/promotion (Ngong Ping and Wisdom Path) Lack of vacation atmosphere such as distinctive features or joyful crowd Not attractive to come back Limited further development (do not have the right of land nearby) Ngong Ping - Opportunities Improving economy Increasing short-haul traveling Increasing MCV Faster promotion over the web Synergy of attractions/landmarks on Lantau Report on Attractiveness of Lantau (2011) Page 43
Ngong Ping - Threats Cable car is increasingly common in China and other Asian locations Increasing harbor tourism in HK Ngong Ping is considered not authentic Surrounding development is not clear 7.1 Strategies to increase the attractiveness of NP360 After the SWOT analysis, a series of brainstorming sessions were held. With reference to the same set of strategic dimensions used for increasing the attractiveness of Lantau, suggestions for increasing the attractiveness of NP360 have been made as follows: 7.1.1 More facilities/attractions/landmarks within a close distance Adventure cabins (e.g., open tops) Camp fire dinner Convert cinemas and some shops into hostels Dance competition Develop some towers for airport watch Food court with comfortable rest area Hostel (like hot spring hostels in Japan) Lantern festival Rock climbing along the walking lane between Tung Chung and NP Skywalk (like the one in Grand Canyon) Star watch with guides Tree house More shaded area for rest Street shows in Ngong Ping village Report on Attractiveness of Lantau (2011) Page 44
7.1.2 Improvement in accessibility & transportation Extended operation hours More convenient road access from NP to Tung Chung and Tai O Improved hiking paths between NP and other nearby locations 7.1.3 More promotion and marketing Differential pricing to suit the needs of different customers More cooperation with local and overseas education institutions More joint packages (with other attractions and hotels) More liaison with inbound travel agencies More promotion about NP in terms of articles, brochures and TV programs More promotion on web such as Youtube Travel packages with discount 7.1.4 More initiatives to ensure good experience Better guidance and connection to other attractions (e.g., Tai O) Friendly hosts Extended family hiking trails Guide and map of nearby area More F&B and memory More staff training on memory creation Relevant holiday celebration Report on Attractiveness of Lantau (2011) Page 45
(BLANK) Report on Attractiveness of Lantau (2011) Page 46
8. Conclusion The attractiveness of Lantau is investigated in this study. From both the survey and expert opinions, the attractiveness is found low in terms of awareness and visitation. More promotion and marketing effort is needed. However, from the survey, Lantau should be a good place for visitors. When asking about experience, visitors feel good about Lantau and would recommend it to others though they are not likely to visit the island again. That means visitors like the island but they are not connected with it after the visit. It is necessary to increase the attractiveness and memory in order to enhance the connectedness between Lantau and visitors. Different ideas concerning further development of Lantau and NP360 were explored. Visitors, regardless of their origins, have indicated beach resorts would help increase the attractiveness of Lantau while more tour packages would be appreciated in Ngong Ping. However, opinions on other ideas vary between visitors from different origins. Therefore, visitors were divided into three categories by their origins Hong Kong, Mainland China and Overseas. Different preferences from different categories were observed. It is suggested that different tourism design and strategies are needed to suit the needs of visitors of different origins. For instances, HKV and MCV prefer more theme parks while OCV like to see Lantau stay as rural. After analyzing the findings from the survey and experts, a SWOT analysis was conducted and a series of brainstorming sessions were held to identify more suggestions for increasing the attractiveness of both Lantau and NP360. Suggestions are made along the consideration of more facilities/attractions/landmarks within a close distance, improvement in accessibility & transportation, more promotion and marketing, and more initiatives to ensure good experience. Report on Attractiveness of Lantau (2011) Page 47
Lastly, it is suggested that a long-term (5 to 10 years) tourism development policy is needed to increase the attractiveness of Lantau and hence to maintain the position of Hong Kong in encountering competition from the fast development in nearby destinations such as Macau, Shanghai and Singapore. Such a policy will provide not only guidelines for public investment, but also information for tourism sector. Moreover, this will be an effective promotion means, arousing the attention of both local and overseas visitors. Report on Attractiveness of Lantau (2011) Page 48
9. Acknowledgements This study was proposed by the Center for Hospitality and Real Estate Research of the School of Hotel and Tourism Management, The Chinese University of Hong Kong as part of a learning program for students in the School. I would like to thank NP360 for their financial support and assistance in conducting the survey at Ngong Ping Village. I also thank all industry professionals who were willing to spare time out of their busy schedule to discuss with us in this study. I am deeply indebted to the following colleagues, students and friends who have contributed to different stages of this study: Ken Chan, a final year student in our School, for his leadership in this study, including recruitment of interviewers, data collection and analysis; Katy Chan, Maggie Ho, Vivien Lam, Chris Chan, Sherry Chan, Barbara Cheng, Kristy Ho, Kevin Ip, Queena Kwong, George Lam, Leo Lee, Leong Chi Fai, Sarah Li, Ava Tai, Phoebe Wong, Samantha Wong, Summer Xiang, Joseph Yiu, and Royee Zhao, for their contribution in the design and administration of the survey; Michelle Cheung and Sylvia Kwong for their assistance in report writing and editing; and Professor Kam-hon Lee for his overall support to this project. Johnny Wan, Ph.D. Project Coordinator Tourism Lantau Project School of Hotel and Tourism Management The Chinese University of Hong Kong Report on Attractiveness of Lantau (2011) Page 49
(BLANK) Report on Attractiveness of Lantau (2011) Page 50
Appendix A: Recent Related Projects Tourism Projects Completed Hong Kong Disneyland Hong Kong Wetland Park Ngong Ping 360 The Wisdom Path Avenue of Stars Tsim Sha Tsui Promenade Beautification Central & Western District Enhancement Sai Kung Waterfront Enhancement Lei Yue Mun Minor Improvement A Symphony of Lights Transport Link in TST East Stanley Waterfront Improvement Dr Sun Yat-sen Historical Trail Peak Improvement Green Tourism Attractions in Northeast NT Tourism Projects Current Redevelopment of Ocean Park Visitor Signage Improvement Aberdeen Tourism Project Piazza in TST Footbridges in TST East Lei Yue Mun Waterfront Enhancement New Cruise Terminal at Kai Tak HKTB events and festival Report on Attractiveness of Lantau (2011) Page 51
Recent Related Infrastructure Projects West Kowloon Cultural District Kai Tak Cruise Terminal HK-Macau-Zhuhai Bridge MTR Extension - Ocean Park Extension High Speed Railway Impacts on Lantau Good to attractive more visitors and hope to increase the length of stay. Reinforce harbor tourism, yet it is an uncertainty if Lantau may be marginalized. Coordination between players is vague. Whether the various events are involving or benefiting Lantau is to be examined. HMZ Bridge may not benefit Lantau as it is just an immigration transition point, not the end zone or destination of cross-border visitors. Report on Attractiveness of Lantau (2011) Page 52