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Здравствуйт, Russia: A Study on perceptions and awareness of Hong Kong travelers on Russia as a tourist destination
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Здравствуйт, Russia: A Study on perceptions and awareness of Hong Kong travelers on Russia as a tourist destination

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    • 1. ЗДРАВСТВУЙТ, RUSSIA:A STUDY ON PERCEPTIONS ANDAWARENESS OF HONG KONGTRAVELERS ON RUSSIA AS ATOURIST DESTINATIONCOMM 507Communication Research Design and Analysis
    • 2. IntroductionЗдравствуйтZDRAST-vwee-tyeHello in Russian
    • 3. Introduction Russia began to develop the tourism industry only with thearrival of private entrepreneurship in the 1990s inbound tourism is growing slowly and for the several years hasbeen suffering from political instability associated with terroristactivity in Russia; therefore, income from international tourism isa small share of Russia‟s overall economy Federal Tourism Agency was established in late 2005 to overseethe quality of services provided by the tourist agencies and to setcommon standards and rules for the market Russia is expected to record strong growth in both inbound andoutbound tourism over the next five years hosting of the 2014 Winter Olympic Games and the 2018FIFAWorld Cup also offer immense opportunities for the Russiantravel and tourism business
    • 4. Introduction Hong Kong is one of the largest outbound touristgenerators in the Asia- Pacific region the total number of Hong Kongoutbound travelers in 2004 was 68,902,207,almost ten trips a year per inhabitant For European countries, 215,499 Hong Kongtravelers went to the United Kingdom. Franceranked second followed by Germany andSwitzerland
    • 5. Introduction Russia remained an unexplored territory for Hong Kongoutbound travelers, according to then head of the RussianFederal Agency for Tourism Vladimir Strzhalkovskiy In July 2009, a mutual visa-free access agreementbetween Hong Kong and Russia was implemented, for astay of up to 14 days there are a total of 13 direct flights per week betweenMoscow and Hong Kong as of February 2012 Hong Kong Security Bureau issued an Amber travelwarning to its residents, effective 25 January 2011,asking them to monitor situations and exercise caution
    • 6. Review – HK travelers Wong and Lau (2001) found out that social integration,Confucian work dynamism, personal well-being, and moraldiscipline are relevant behaviors exemplified by the researchrespondents when traveling; preferred to travel in groups, besafe, and join all self-paid activities Zhang, Qu and Tang (2003) indicated that safety is the mostimportant aspect for Hong Kong residents to select a traveldestination, and that all-inclusive package tours are the mostpopular choice for the residents Law, Cheung and Lo (2004) found out that local foods, city landmarks and scenic sites as the main interests that Hong Kongtravelers look for when they go to their travel destination. Theirfindings also revealed that outdoor sports events should not beused for promotion to entice Hong Kong outbound pleasuretravelers.
    • 7. Review – Russia image Stepchenkova and Morrison (2008) found thatAmerican travelers‟ perceptions of Russia were oftennegative and there is a lack of awareness aboutRussia‟s destination features. The “Soviet era” stilllingered as a concept for the respondents, and wordssuch as “poor”, “underdeveloped”, “hostile towardsAmericans”, “ruthless”, “depressing”, and “unsafe”emerged Stepchenkova and Eales (2011) found that newsabout Russia‟s past as part of the Soviet Union addsto the negative perception of the country. Positivearticles about Russian culture (ballet, music, art) didnot have any significant effect.
    • 8. Research Objectives to determine Hong Kong pleasure travelersperceptions of Russia as a tourist destination to assess the extent of the Hong Kong travelers‟awareness of Russia‟s tourism attributes
    • 9. Methodology Focus Group (8 participants) 4 female and 4 male Age between 26 and 45 7 participants were living in Hong Kong for over10 years All participants are BA degree educated or above All participants were full-time employed
    • 10. Findings Top-of-the mind responses to Russia “Cold” was the word emphasized by twoparticipants “Cold, very cold. Uncivilized people.” “…I would think of Siberia covered by snow. A desolate place, andvery cold.” “cold” here refers to a negative attribute Safety concern was mentioned Mentioned by one participants, shared by quite a fewother participants in the course of the wholediscussion Demonstrated to be an overriding concept associatewith Russia
    • 11. Findings Two participants related Russia to Communism “…I don‟t see there‟s anything specialin it [Russia]. Just a communist country.” “communism” here mentioned generatenegative image of Russia Three female participants perceived Russians are uncivilizedand impolite and Russia is a conservative but laggard country
    • 12. Findings Other associations to Russia Moscow Saint-Petersburg Siberia, a barren and conservative place A huge country Soviet Union The President of the Soviet Union, Mikhail Gorbachev.
    • 13. Findings Participants awareness on Russia Western Russia (Moscow and St. Petersburg) Infrastructure during Soviet Era Missile launching site Aviation centre Food and beverage Russian like drinking Vodka Caviar made in Russia are in better taste Orthodox churches with their special architecture styles
    • 14. Findings Concerns on deciding the destination Timing and budget are the most important Theme or purpose of the travel Whether have been to the countries before Seek for promotions in travel magazine thatreceived weekly by email Method to gather information Internet (main source) from friends or relatives travel agencies travel magazines
    • 15. Limitations No prior studies regarding Hong Kong residents‟perceptions on Russia has been conducted Additional information seemed to be unavailable Statistics on number of Hong Kong residents going toRussia in the recent years is necessary Time limit Participants were not screened and selected thoroughlybased demographic background of target segment Due to small number of sampling, findings cannotrepresent the larger segment of the population
    • 16. Limitations Represent part of the qualitative research only, noquantitative research was involved Detailed questionnaire with larger sample size isrecommended to validate or contradict findings fromfocus group discussion Questions included in focus group may not cover allinformation we would like to get from theparticipants Random sampling error Sample selection error Data processing error
    • 17. Conclusions Negative perceptions Cold Unsafe Uncivilized people Impolite locals Socialist history as part of Soviet UnionThe lack of awareness, or limit of awarenesshas resulted to some of these negative perceptions.
    • 18. Conclusions Insufficient advertising resulted to limit of awareness News and online information about Russia highlightingonly political and economic conditions in the country. Positive tourism attributes such as the richness of itsnatural attractions, history and culture were not beingmade familiar to Hong Kong travelers. Awareness campaign should focus on positive images ofRussia, as well as educating the traveler market withscenic places and historical landmarks that will entice thedesire to visit the country.
    • 19. Conclusions Findings tie in the secondary data A study conducted by Law, Cheung and Lo (2004) Destinations should concentrate efforts in thepromotion of local foods, city landmarks and scenicsites.
    • 20. Recommendations The knowledge gap has to be filled in Adequate advertising on Hong Kong market Organize advertising campaign staged in Hong Kong A strong branding approach is needed Careful branding of the Russian nation as a tourist-friendly destination with people who are cordial toguests and open to friends Help the country get rid of the old „„Soviet era‟‟image of poor and ruthless people
    • 21. Recommendations Build positive expectation among potentialtourists Initiate extensive human resources training programsto empower professional knowledge and enhancehospitality service level Up-to-date information on safety, travelconditions, infrastructure levels, should beeffectively communicated Set up designated channel for disseminatinginformation to Hong Kong news media Develop specific travel media in Hong Kong
    • 22. Presented byLeo Concepcion (Project Leader)Grace LiJanus YuHermia ChanNatalie YipVirginia LauThank you!