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1、HKTBatHome旅發局在港的工作Courtesy:Octagon承蒙八方環球提供圖片Ayear-roundcelebrationofenergy,colour,soundandculture節慶盛事悅目紛陳62TheHKTB’sHeadOfficeinHongKongplaysacentralroleinformulating旅發局位於香港的總辦事處負責制訂推廣策strategiesthatarethenputintoactionbyitsoverseasofficesin,orclose略,然後由各個客源市場的全球辦事處落實to,thetargetsourcemark
2、ets.執行。HeadOfficetracksglobalandregionaltraveltrends,conductsmarket總辦事處一直密切留意全球及各區的旅遊趨analyses,andformulatesmarketing,business-developmentandproduct-勢,並進行市場分析,然後制訂市場推廣、業developmentstrategies.TheHongKongteamalsodeviseswaysof務發展和產品發展的策略。總辦事處亦致力提enhancingthevisitorexperienceinHongKong,withthe
3、overriding升旅客在港的體驗,務求吸引更多旅客來港、objectiveofgrowingarrivals,increasingvisitorsatisfaction,lengthofstay提升旅客的滿意程度、鼓勵旅客延長留港和增andspending,andencouragingrepeatvisits.Thisworkcaninvolvea加消費,並且重臨香港。為達致以上目標,總rangeofactivities,suchasorganisingevents,developingtouritineraries,辦事處積極籌辦不同類型的活動、發展嶄新旅provid
4、ingvisitorinformation,andpromotinghigh-qualityservicewithin遊行程、提供旅遊資訊、推廣優質服務和好客anoverallcultureofhospitality.文化。Thesefunctions,alongwiththeroleofprovidingworldwidesupport,are此外,總辦事處又為全球辦事處提供支援,而performedatHeadOfficebythefollowingHKTBdivisions:Strategic負責上述各項工作的部門包括:策略籌劃及市PlanningandMarketi
5、ng,TourismMarketing,DestinationMarketing,場推廣部、旅遊推廣部、市場推廣部、企業傳CorporateCommunicationsandPublicRelations,IndustryTrainingand訊及公關部、業界培訓及人力資源部,以及企HumanResources,andCorporateSupport.業行政部。EXPERIENCEMANAGEMENT旅遊體驗MegaEvents大型活動TheHKTB’sprogrammeofMegaEventshasprovedhighlyeffectivein旅發局的大型活動證明能有效向
6、旅客展示香港highlightingthediversityofexperiencesthatvisitorstoHongKongcan多姿多采的旅遊體驗,並讓旅客有機會與本地enjoy,andprovidingthemwithanopportunitytomixwithlocalpeople.市民接觸。各項盛事不單能推高傳統旅遊淡季Inadditiontogeneratingmorearrivalsinsometraditionallylow-season的旅客人次,亦有助延長旅客的留港時間,以months,aswellasextendinglengthofstayand
7、enhancingvisitor及提升他們的滿意程度,據旅發局的研究顯satisfaction,theHKTB’sresearchshowsthatvisitorsparticipatinginthese示,曾經參與大型活動的旅客均傾向重臨香eventshaveahightendencytoreturn,aswellastorecommendHong港,並會把香港推介給親友。Kongtofriendsandrelatives.2004香港購物節2004HongKongShoppingFestival「2004香港購