HTM 2113 INTRODUCTION AND PRINCIPLES OF TOURISM

SEMINAR 2

TASTE CHINA
TASTE IN HONG KONG

Group 4
WONG, Choi Fung 10307963D
CHAN, Wai Yin 10325824D
LAM, Hon Po 10267149D
TAM, Ka Man 10075481D
TSANG, Hing Kit 10209381D
WONG, Wing Suet 10357217D
ALL IN ONE WORLD

Convenience
People regard food as their prime want.
All in 民以食為天。
one food product?
Taste China, Taste in Hong Kong
MARKET SEGMENT: PROFILE AND
NEEDS
DEMOGRAPHIC AND SOCIO-ECONOMIC PROFILE

 Target Customers : North American

Reasons:
 The Americans : 5.3% of the total visitor arrival

 USA tourists : 3.6%

MARKET SEGMENT: PROFILE AND NEEDS
DEMOGRAPHIC PROFILE

 Gender: Male and female

 Age: 30-40
 Marital status: Married
 Family size: Small - childless couples
 Family lifecycle: Coupling

Reason:
 more time and expenditure for leisure travel
MARKET SEGMENT: PROFILE AND
NEEDS
SOCIO-ECONOMIC PROFILE

 Target Customers : middle social class

college educated
higher average incomes

Reason:
 per capita spending of the USA tourists : HK$4,522

 20% of their expenditure on dining

MARKET SEGMENT: PROFILE AND NEEDS
NEEDS OF AMERICAN CHILDLESS COUPLES

1. get rid of stress

2. spend more time with spouse and share
travel experiences with their partners

3. see and do some new and exotic things

4. more exercise and body movement
5. opportunity to learn the history and
culture
 MARKET SEGMENT: PROFILE AND NEEDS
ANALYZING THE PSYCHOLOGICAL TYPE :
NEAR ALLOCENTRICS

 Confident and self-assured :

- high education level  more open-minded
- willing to accept different countries’ culture

 Inquisitiveness and curiosity

- USA is a hub of cultures
- a special favour towards Chinese cuisine

 Reaching out and experimenting life

- go travelling regularly for relaxation
 MARKET SEGMENT: PROFILE AND NEEDS
ANALYZING THE PSYCHOLOGICAL TYPE :
NEAR ALLOCENTRICS

 Visiting more places more often

- get exciting and inspiring experience
- 95% of the USA inbound tourists have multi-destination
travelling

 Shunning guided tours

- 93% of the USA tourists
- plan the travel by themselves
BUT…………
MARKET SEGMENT: PROFILE AND NEEDS
ANALYZING THE PSYCHOLOGICAL TYPE :
NEAR ALLOCENTRICS

 Weaker venturesome personality

- concerned about the safety
- plan brief itineraries before the trip to avoid
unexpected dangers

 Near allocentrics
Key Competitor:

Chinese Food Festival

KEY COMPETITOR –
CHINESE FOOD FESTIVAL
BACKGROUND OF THE CHINESE FOOD
FESTIVAL :

 Food and Beverage industry promotes products

to citizens and visitors
 hold every year for short period

 hold in different city in China annually

 2010 : Shun Yang
 2009 : Tian Jin
STRENGTHS

local designed product in Hong competitor in Mainland China

Kong
Language-barrier free Well-known reputation
Higher safety standard More localized
Higher standard of food safety

Better management for mega event

Higher accessibility
Westernized city
WEAKNESSES

local designed product in competitor in Mainland

Hong Kong China
A lack of specific chefs Inconsistency of the festival

Not an exotic destination Language barrier

Pollution problems Poor built-environment

New Tourism Product:

Taste China
–Taste in Hong Kong
NEW TOURISM PRODUCT:
TASTE CHINA –TASTE IN HONG KONG

‘ Taste the China – Taste in Hong Kong’

- try different kinds of Chinese food

- experience in a convenient way
 NEW TOURISM PRODUCT:
TASTE CHINA –TASTE IN HONG KONG
 Logo

- based on the map of China

- eyes and mouth make it more lively
- represent the layout of the mall
- flag of Hong Kong represents the holding
place
 NEW TOURISM PRODUCT:
TASTE CHINA –TASTE IN HONG KONG
 Advertising slogan:

“Try the best Chinese cuisine,

Experience
- give an extraordinary the
memory best
to the you‘ve ever seen”
tourists
- try the best food

- a total experience
- Chinese food and cultural events, performances, interactions.
TASTE CHINA –TASTE IN HONG KONG :
FEATURES
 catering sector + entertainment sector
 Chinese buffet inside a mall

 23 distinct Chinese provincial cuisines

 separate booth of each cuisine and decorated

according to its culture
TASTE CHINA –TASTE IN HONG KONG :
FEATURES
 the booths’ locations based on their locations on the
Chinese provincial map

 a theatre providing Chinese traditional performances

like Beijing opera, shadow play

 Located in West Kowloon Cultural District

 entrance fee of $230

 sightseeing tour after the meal

 TASTE CHINA –TASTE IN HONG KONG :
FEATURES
 Hong Kong Cuisine Booth
 Hong Kong Famous Dishes

-French Toast
-Dim Sum

 Design : Hong Kong night view

TASTE CHINA –TASTE IN HONG KONG :
FEATURES
 Beijing Cuisine Booth

 Beijing Famous Dishes

-Peking Duck
-Peking Barbecue
-Beggar's chicken

 Performance : Beijing opera

 Design: The Forbidden City

TASTE CHINA –TASTE IN HONG KONG :
FEATURES
 Sichuan Cuisine Booth
 Sichuan Famous Dishes

-'spicy' hot food

- Hot Pot
- Smoked Duck

 Performance:
Magical Face Changes in
Sichuan Opera

 Design : bamboo forest

TASTE CHINA –TASTE IN HONG KONG :
FEATURES

 Center part of the mall: dining area

 Decorated with a Chinese romance

- traditional Chinese wedding theme
SATISFYING THE TARGET CUSTOMER
NEEDS
 the new and unique Chinese buffet mall in the world
 arouse the curiosity and attention for the exploration of
Chinese culture

 a series of interesting performances

 get relaxation and get refreshed spiritually

 Chinese cuisines, typical Chinese performances ,photos

and videos
 To fulfill curiosity and inquisitiveness, eyes-opening
experience
SATISFYING THEIR NEEDS
 lunch or dinner in the mall specialized with Chinese
culture
 share joyful and memorable experience, as well as strengthen
their relationship.

 cooperation with local travel agencies, sightseeing tour

 participate in outdoors and visit more places in one trip.
SATISFYING THEIR NEEDS

 proper food hygiene and, food handlers have to comply with

the food safety guidelines

 proper crowd management, smooth flow of people during the

peak season
 a weaker venturesome personality prefer a comfortable and safe
environment with their spouse
CONCLUSION

 sophisticated hardware and software

 hospitality of Hong Kong people

 fulfill the needs of the American childless couples

 Customers could try the best Chinese

cuisine, experience the best they have ever
seen in the ‘Taste the China – Taste in Hong
Kong’
WORKS CITED
 Consumer Behaviour In Travel and Tourism p421

 Consumer behavior in travel and tourism / Abraham Pizam, Yoel

Mansfeld, editors
 http://encore.lib.polyu.edu.hk/iii/encore/search?formids=target&lang=eng
&suite=def&reservedids=lang%2Csuite&submitmode=&submitname=&t
arget=Consumer+Behaviour+In+Travel+and+Tourism
 Hong Kong Tourism Board. (2010, January). Visitor Arrival Statistics -
Dec 2009. Retrieved October 2010, from PartnerNet.hktb.com:
http://partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?
doc_id=129120&cat_id=5587&logs=yes&type=FREE
 Hong Kong Tourism Board. (n.d.). Vacation Overnight Visitors. Retrieved
October 2010, from PartnerNet.hktb.com:
http://partnernet.hktb.com/pnweb/jsp/doc/listDoc.jsp?doc_id=131551&ca
t_id=6121&logs=yes&type=FREE
Thank
you !