zweite Version

1. Tourism policies of
Hong Kong &
Singapore
Based on the article: Wong/Bauer/Wong (2008): A critical
comparison of tourism policies of Hong King and Singapore –
An avenue to mutual learning. International Journal of
Tourism Research, 10 (3), 193-206, in combination with my
findings and experiences during the Study Trip 2012.

2. Summary of the article
O The article compares the tourism policies
of Hong Kong and Singapore. Using the
method of qualitative interviews, the
authors examine whether or not the two
government can learn from each other in
order to improve their tourism policies and
thus their tourism performances and
competitivenesses.

3. Similarities of the two city
states in terms of tourism
O 1. The character of the destination: British colonies which offer „East
meets West“ cultural experiences, shopping, dining and sightseeing as
major tourism activities
O 2. The degree of development: number of tourist arrivals, international
modern airports, efficient transportation networks, world-class hotels and
modern convention and exhibition facilites
O 3. The general strategic approach to development: tourism
contributing to at least 5% of the respective GDPs, both governments
have initiated a proactive approach to develop and support the industry.
O A retrospective analysis of the tourism policies and the governements‘
visions in developing tourism and their policies, comparing:
„Expanding the Horizons“ (Hong Kong) vs. „Tourism 21“ (Singapore)

4. Similarities in terms of
tourism
O Aim to establish the city states as Asia’s
central destination for leisure and business
visitors.
O In both states tourism has been used as an
economic and a socio political tool:
O Singapore: racial diversity in the 1960s ->
tourism as a tool to show that many cultures
lived harmoniously together on an island
O Hong Kong: strenghtened the cultural identity of
the local population during the time when the
British had to hand over ong Kong back to
China in 1997.

5. Differences related to the
vision statement
O Singapore’s vision statement is broader than the
one of Hong Kong’s which is „relatively vague and
general“:
O Singapore - Tourism 21:
„To be a leading economic development agency in
tourism, known for partnership, innovation and
excellence.“ (https://app.stb.gov.sg/asp/abo/abo.asp)
O Hong Kong – Expanding the horizons:
"Our Vision is an ambitious one: To establish and
promote Hong Kong as Asia's premier international
city, a world-class destination for leisure and
business visitors.“
(http://www.info.gov.hk/gia/general/200006/08/0608199.htm)

6. Differences related to the
business environment
Business Environment supportive in both states but:
O Singapore has
advantages when it
Hong Kong
comes to „political O Market-oriented
effectiveness“ and
„policy towards private approach
enterprise“, quality of
workforce and GDP O Tourism product
growth. development
O Singapore Tourism follows the demand-
Board
-> lot of efforts in attracting supply mechanism
tourism-related companies
-> stimulation of the
development of new
attractions

7. Differences related to public
private cooperation
Singapore Hong Kong
O „Strategic O Market-led
pragmatism“: approach: private
Government sector as the main
intervenes to mover of the
correct market economy
failures. O Positive changes
O Proactive and since 1997 (e.g.
anticipative Disneyland)
O Still relatively
reactive

8. Results of the guided
interviews
Hong Kong can learn from Singapore can learn from
Singapore: Hong Kong:
O The proactive support that O Raising
the governement offers to the entrepreneurship in the
tourism industry
country
O Singapore’s visionary
leadership O Singapore too afraid of
O Eagerness-to-learn attitude making mistakes, should
O Singapore’s experience in
„let loose“ and cut back
being a hub in the South East its stakes in the
Asian region economy, learn to be
O Better understanding of more market driven
South East Asian outbound O Hong Kong’s experience
market in dealing with the
O Hong Kong governement too Chinese outbound
dependent on the private market
sector -> marketing
O Liberalisation of its aviation
policies

9. When visiting both
destinations...

10. ...I experienced
O Differences between the natures of both
destinations are bigger than assumed:
O Singapore is much more „Western“ than
Hong Kong where the Chinese influence is
very distinctive
O E.g. Knowledge of English (English &
Chinese are official languages in HKG and
SIN)

11. Further differences in terms of
the nature of the destination
O Hong Kong: very dependent on the
Chinese market, Chinese are the main
target group (Markus Schuckert, 2012)
O Singapore‘s top markets: Indonesia,
China, Malaysia, Australia, India
O SIN: 4.6 mio. habitants <->HKG: 7 mio.
habitants
O higher price level
-> remarkable impact on the tourist
experience

12. Differences related to the stage
of development
Environmental Smog problems in Hong
Awareness (Garden Kong
City) in Singapore vs.

13. Differences related to the stage
of development
Service Orientation in SIN vs.
less committment to
service quality in HKG

14. Singapore‘s proactiveness in providing
a supportive & favourable business
environement...
...can be seen in the
Marina Bay Sands.
STB is active
encouraging foreign
enterprises to
establish their
companies in
Singapore to be able
to offer innovative
tourist experiences

15. Hong Kong‘s market-oriented
approach of tourism product ...
...can be noticed
when comparing
Macau and Sentosa
Island, the respective
„playgrounds“
-> copy of Las Vegas
vs. innovative product
development on
Sentosa Island

16. Singapore‘s visionary
leadership
O Personalization of one‘s
trip: Your Singapore
http://www.yoursingapore.com/content/traveller/e
n/browse/aboutsingapore/singapore-brand-
story.html)
-> responding to the „rise
of me“ and the desire of
individual fulfilment
O Strategy to increase the
concentration of
experiences
-> adheres to the „new
tourist“ who is seeking the
maximum of experiences
and optimisation of time

17. Singapore‘s better understanding of
South East Asian outbound market...
...became very visible
to me during the Night
Safari: The guide of
the Creatures of the
Night Show
welcoming guests in
perfect and fluent
English, Malay, Indian
and Chinese

18. Hong Kong‘s understanding of
private entrepreneurship...
...became visible at
the Icon Hotel
O Timeless lounge
O Free mini-bar
O Gen Y employees
O Uniforms
O Indoor Garden
O Innovative design

19. Singapore‘s fear of losing
control...
...is noticeable as
there are many
restricitons to respect
in Singapore.
(Heard oppinions that
Singapore is „boring“)

20. Singapore‘s service orientation as well as
the ability to create a central hub in South
East Asia...
...results in Singapore Airlines
being one of the most
renowned airlines worldwide
http://www.worldairlineawards.com/Awards_
2012/yclass.htm)
BUT:
O Length of stay in HKG: 3.6
days <-> SIN: 2 days )
(Markus Schuckert, 2012)
-> classical hub but might be
also explained by the
relatively high general price
level

21. Hong Kong‘s ability to attract
the Chinese market
O China is the biggest
visitor source market
for Hong Kong
O China‘s market share
in Hong Kong: 67%
O Chinese are the
biggest spenders in
Hong Kong (shopping
one of the main
activities)
(Markus Schuckert, 2012)

22. Personal view: Singapore‘s
advantages
O High quality of
experiences (Night
Safari, Marina Bay
Sands, Sentosa
Island: Beaches and
Attractions)
O Service Orientation
(e.g. handling of our
group at the airport)
O Level of English of
the population (e.g.
Taxis)
O Cleaniness and Food

23. Personal view: Hong Kong‘s
advantages
O Both destinations claim to
be best in shopping, but
Singapore cannot compete
with Hong Kong‘s traditional
markets, the multiplex malls
and boutiques
O Transportation system:
efficient and cheap, e.g.
Disneyland Express, Speed
Boat to Macau
O Whereas in Singapore
everything seems to be
planned in advance, it is
possible to immerse into
Hong Kong‘s culture
O Disneyland & Ocean Park

24. Personal conclusion
O Singapore and Hong Kong offer both
overwhelming experiences
O Even though both offer a similar tourism product,
there are several differences which give both their
uniqueness, their own charme
O Singapore‘s organised and well planned tourism
experience vs. a hustling and surprising immersion
into a unique Chinese-Western culture
O Generally agreeing to the findings of the article,
even though it lacks to describe the emotional part
of the respective tourism experiences which is an
important part for me