Destination Analysis Report (DAR)

Destination Analysis Report (DAR)
University Name:
Student Name:
Date: 29 April 2019
Word Count: 2256
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Table of Contents
1. Introduction..........................................................................................................................3
2. Description of the destination.............................................................................................3
2.1 Overview of the destination..............................................................................................3
2.2 Location of destination.....................................................................................................3
2.3 Key tourist markets...........................................................................................................4
2.4 Tourism Products/experiences.........................................................................................4
2.5 Tourist Segments..............................................................................................................5
3. Critical analysis of the destination......................................................................................5
3.1 The role of the DMO.........................................................................................................5
DMO and its role................................................................................................................5
Marketing campaigns.........................................................................................................6
Future strategies.................................................................................................................7
3.2 Risks and crisis.................................................................................................................7
3.3 Benchmarking and competitiveness...............................................................................8
4. Conclusion.............................................................................................................................8
References.................................................................................................................................9
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1. Introduction
Hong Kong is one of the popular tourist destinations, and a significant source of
income of this country is also generated from tourism. In the year 2010, the yearly amount of
inbound tourist was calculated at around 30 million; where else mainland China had 22.7
million, and Taiwan had 2.2 million people (Gretzel, Lee, Tussyadiah and Fesenmaier, 2010).
As it’s the most popular Asian tourist place, this place is selected for analysis in this
report. Tourism of this country is the top overseas exchange earner, which is calculated
around 4-5% of the total GDP of Hong Kong (Gretzel, Lee, Tussyadiah and Fesenmaier,
2010). With such an image of the country, Hong Kong is able to attract a large number of
tourist every year. Nevertheless, there are few issues that should not be ignored by the
government as well as the Hong Kong Tourism Commission for the purpose of developing
the strategies for maintaining the Hong Kong tourism for long term.
Despite ongoing stable demands placed by Chinese tourist, Hong Kong still face the
issues through the nearby locations (Andersen, Elliot, Swatman and Bjørn-Andersen, 2013).
Though there is a large number of tourism coming from China, having consistent supply,
there are few chances of risks related with Hong Kong Tourism Commission and
government, and for that appropriate measures should be taken to attract markets and bring
diversification in the visitors coming at Hong Kong (Gretzel, Lee, Tussyadiah and
Fesenmaier, 2010). This report will be helpful in analysing the Hong Kong as a tourist
destination. Apart from this, this report will discuss Hong Kong is details, including tourism
products, segments, locations, the role of DMO, risks faced by Hong Kong, and its
competitiveness in the global market.
2. Description of the destination
2.1 Overview of the destination
In Hong Kong, tourism development holds prime importance. It has provided an
advantage to the economy as well as employment of Hong Kong from last many years.
Presently, the rate of tourism is second among the Hong Kong four major industries. It highly
contributes to generating employment in other industries of Hong Kong, such as
accommodation and transportation, retail, and food and beverage (Mak and White, 2012).
2.2 Location of destination
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