Event Powerpoint

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It is a student presentation about Hong Kong Shopping festival and some more adjustment Hong Kong can work on.

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  • Event Powerpoint

    1. 1. SHOPPING FESTIVAL HTM 3139 Event & Tourism Management Angela Angelique Emily Jessie Julie Pinky
    2. 2. Agenda <ul><li>Background information </li></ul><ul><li>Analysis of existing shopping festival </li></ul><ul><li>New packages </li></ul><ul><li>Stakeholders </li></ul><ul><li>Marketing </li></ul><ul><li>Impact Assessment </li></ul>
    3. 3. Introduction <ul><li>Hong Kong – Events Capital of Asia </li></ul><ul><li>Many events held every year </li></ul><ul><li>i.e. Chinese New Year Parade </li></ul><ul><li>Bun Festival </li></ul><ul><li>Hong Kong Seven </li></ul><ul><li>Raise event portfolio of Hong Kong </li></ul><ul><li>Modify Hong Kong Shopping Festival </li></ul>
    4. 4. Overview Source: Hong Kong Tourism Board
    5. 5. Income generated <ul><li>Total expenditure : HK$140.52 billion (2007) </li></ul><ul><li>A verage per capita spending of overnight visitors : HK$5122 </li></ul><ul><li>Average per capita spending of same-day in town visitors : HK$1239 </li></ul><ul><li>Shopping occupies LAREST share of spending </li></ul><ul><li>Most Mainland tourists without stay overnight </li></ul>Source: Hong Kong Tourism Board
    6. 6. Background (1) <ul><li>Aims to be M ega summer shopping promotion </li></ul><ul><li>History since Year 2000 </li></ul><ul><li>Time: summer (around July-August) </li></ul><ul><li>Scale: 2006 is the largest </li></ul><ul><li>Participating merchant outlets: > 7800 </li></ul>
    7. 7. Background (2) <ul><li>Anchor shows </li></ul><ul><li>Aqua Fantasia multimedia water show </li></ul><ul><li>Symphony of Light </li></ul><ul><li>Enhance shopping experience </li></ul><ul><li>G rand Lucky Draw </li></ul><ul><li>W orth more than HK$2.7 million </li></ul><ul><li>entry: every HK$300 in single transaction </li></ul><ul><li>Stimulate spending </li></ul>Source: Hong Kong Tourism Board
    8. 8. Importance <ul><li>Not ONLY biggest earner of Foreign </li></ul><ul><li>exchange </li></ul><ul><li>But the SOLE purpose of visit </li></ul><ul><li>Itself a powerful attraction </li></ul><ul><li>Shopping Festival showcasing & </li></ul><ul><li>consolidating the image </li></ul>
    9. 9. Competitors “ Competition is fierce; each one is trying to outdo the others…” (Herald Tribune, 2005) Singapore: Art and Food Festival Thailand: Aggressive Marketing Malaysia: Street Carnival (Fire-eater) Dubai: International Theatre, Jazz Festival
    10. 10. Adjustment <ul><li>Existing </li></ul><ul><li>Food District Activities </li></ul><ul><li>Grand Lucky Draw and Discount </li></ul><ul><li>Disorganized and monotonous </li></ul><ul><li>Suggestion </li></ul><ul><li>Sophistication and Diversification </li></ul><ul><li>Package Sales </li></ul>
    11. 11. Why do we want to improve with existing shopping festival? <ul><li>Enlarge the potential market </li></ul><ul><li>Increase the tourists arrivals </li></ul><ul><li>Extend the length of stay </li></ul><ul><li>Increase the average expenditure of visitors by 20% </li></ul>
    12. 12. Three packages <ul><li>Hong-Kong Getaway package </li></ul><ul><li>Hong-Kong treasures package </li></ul><ul><li>Hong-Kong Fashion week package </li></ul>
    13. 13. Target markets <ul><li>Mainly focus in Asian Market; </li></ul><ul><li>High income to Middle income group; </li></ul><ul><li>More dedicated to women; </li></ul><ul><li>Distribution: Asian Travel agencies. </li></ul><ul><li>i.e. Mainland China, Macau, Taiwan, Singapore & </li></ul><ul><li>South Korea </li></ul>
    14. 14. Shopping Advantages A more specific discount tactic; a real professional and customized service… A map provided with red or blue colour sticker on registered shops i.e. Discount of 30% on cheap products (red sticker); 15% on branded products. FACESS: Featuring services provided by professionals for make-up and Image consultation
    15. 15. This package enables you to take care about your well-being; Relaxing your body and your mind… Getaway package TAI CHI PROGRAMME: In Tsim Tsa Shui Mr. Ng William is one of Hong Kong's best-known masters. FITNESS PROGRAMME: LIVE PURE Personal Yoga Lesson The Plateau Massage : Using a combination of Shiatsu, Thai and Swedish massage techniques. Healing Herbal Bath : This luxurious bath soothes aching muscles, tense nerves and softens the skin.  Adopted “body care” also in Diet with The Fantasy Vegetarian Restaurant.
    16. 16. Hong Kong Treasures Package This package enables you to look into present and the past; Finding out unseen mystery… Peak Tram and Peak View Cantonese Opera Aberdeen Fish Village Tin Hau Temple Fusion Dinner in Hutong/ Peak Lookout
    17. 17. Hong Kong Fashion-Week Package Exclusively Available in Beginning week (coincide with Hong Kong Fashion Week) Entry to the different exhibitors halls in HKCEC VIP pass for one parade (first’s rank seats) Meeting with Fannie Lau (Local fashion designer)
    18. 18. <ul><li>Specific gifts will be given for each packages. </li></ul><ul><li>Hong-Kong getaway </li></ul><ul><li>Tee-shirt “Hong-Kong Shopping paradise” (Designer’s </li></ul><ul><li>Brand) </li></ul><ul><li>Massage kit </li></ul><ul><li>Discount in FACESS cosmetics store </li></ul><ul><li>Hong-Kong treasures </li></ul><ul><li>Tee-shirt “Hong-Kong Shopping paradise” (Designer’s Brand) </li></ul><ul><li>Postcards of all the sites visited </li></ul><ul><li>Hong-Kong Fashion Week </li></ul><ul><li>Tee-shirt “Hong-Kong Shopping paradise” (Designer’s Brand) </li></ul><ul><li>Photo with Fannie Lau with a personal autograph </li></ul>Departure Gift
    19. 19. Stakeholders Tourists Community Sponsors Industry Associations Media Corporate Sector Government Body Shopping Festival
    20. 20. Promotion <ul><ul><li>Printing Advertising </li></ul></ul><ul><ul><li>Electronic Advertising </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Programmes for Packages Details </li></ul></ul><ul><ul><li>Transportation Advertising </li></ul></ul><ul><ul><li>Suitable marketing tool </li></ul></ul><ul><ul><li>Word-of-Mouth </li></ul></ul><ul><ul><li>Encourage to promote </li></ul></ul><ul><ul><li>Change the perception </li></ul></ul>
    21. 21. Social Impact <ul><li>Become a hallmark event </li></ul><ul><ul><li>Like the Dubai Shopping Festival (DSF) </li></ul></ul><ul><li>“ Serve to strengthen social bonds as well as to spread enjoyment around” (Shone & Parry, 2004) </li></ul><ul><li>Locals can participate </li></ul><ul><ul><ul><li>Enjoy buying and joining the activities </li></ul></ul></ul><ul><ul><ul><li>Provide a chance for more social activities </li></ul></ul></ul>
    22. 22. Social Impact
    23. 23. Economics Impact <ul><ul><ul><li>HK $2.34 billion of spending on </li></ul></ul></ul><ul><ul><ul><li>shopping and dining (HKTB 2006) </li></ul></ul></ul><ul><li>Dubai Shopping Festival </li></ul><ul><ul><li>Attributed not just a retail event </li></ul></ul><ul><ul><li>Attract around 3.6 million visitors </li></ul></ul><ul><ul><li>Increase of 55per cent with an actual increase of around US 58.86 million </li></ul></ul>
    24. 24. Economics Impact <ul><li>Estimate the modified shopping festival </li></ul><ul><ul><li>Stimulate lots of visitors come to Hong Kong and spend </li></ul></ul><ul><ul><li>The revenue of the retails will increase </li></ul></ul>
    25. 25. Reference <ul><li>Associated Content. (2006). A Review of Hong Kong. (n.d.) Retrieved on November 13, 2008 from http://www.associatedcontent.com/article/67567/a_review_of_hong_kong.html?page=2&cat=16 </li></ul><ul><li>Braun, B.M. & Rungeling, B. (1992). The relative economic impact of convention and tourist visitors on a regional economy. International Journal of Hospitality Management, vol.11, November, pp.65-71. </li></ul><ul><li>Goldblatt, J. (2002). Special Event: Twenty-First Century Global Event Management (3rd Edition). John Wiley & Sons: Canada </li></ul><ul><li>Hong Kong Tourism Board (n.d.) Retrieved on November 1, 2008 from http://www.discoverhongkong.com/eng/worldwide/annu/pdf/06_07/pdf07.pdf </li></ul><ul><li>Indiantelevision.com (2004). Hong Kong receives two million plus visitors in August (n.d.) Retrieved on November 13, 2008 from http://www.indiantelevision.com/mam/headlines/y2k4/oct/octmam24.htm </li></ul><ul><li>PressReleaseNetwork.com (2006). Dubai Shopping Festival (DSF) - an important contributor to Dubai booming economy . (n.d.). Retrieved on November 1, 2008 from http:// www.pressreleasenetwork.com/prnindex.phtml?link =newsroom/ news_view.phtml?news_id =1927 </li></ul><ul><li>Saleem, N. (2008). Hospitality and retail sectors see positive impact. Retrieved on November 14, 2008 from http://archive.gulfnews.com/business/General/10244872.html </li></ul><ul><li>Shone, A. & Parry, B. (2004). Successful Event Management: A Practical Handbook. Second Edition. Thomson Learning: London. </li></ul><ul><li>Tribe, J. (1999). The Economics of Leisure and Tourism. Butterworth Heinemann: Oxford. </li></ul>

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