Exploring web marketing strategy of culinary arts tourism advancement in Hong Kong and Singapore: A resource-based theory
Chen-Tsang (Simon) Tsai Ph. G. Candidate, Division of Hospitality Managing & Education, Department of Human Expansion & Family members Studies, Countrywide Taiwan Regular University, Taipei, Taiwan.
Jeou-Shyan Horng Mentor and Leader, Graduate Institute of Travel and leisure & Food, JinWen University of Technology and Technology, Taipei, Taiwan.
ABSTRACT This study targets Hong Kong and Singapore, and aims to explore the relationship between food and culinary travel development strategies, their marketing plans and material, and evaluate the construction for marketing strategies of growing culinary travel and leisure from an RBT perspective. The method is mainly through in-depth selection interviews with approach planners in tourism planks, and helped with content analysis of academic documents and official magazines on tourism to explore the online strategy of culinary arts tourism in Hong Kong and Singapore. The end result shows that even though Hong Kong and Singapore do not have abundant organic resources to produce more diverse travel experiences, they certainly have a various food and culture backdrop, and with the mixture of tourism and creativity, they will forge a culinary tourism which is innovative, diverse, and attracts people's attention. At the same time, public and sectors can build strategic alliances to enhance travel attractiveness through different marketing plans, and present the image with the destination's cooking culture. Inside the final part, this analyze proposes recommendations on culinary tourism sales strategies and procedures based on the findings above. Key words: Resource-based theory; advertising; strategy; culinary tourism; Hong Kong; Singapore.
INTRODUCTION Countries, areas and regions have been zealously dedicated to the development of tourism to improve their very own national economy and countrywide images. Therefore , it is now an important issue to exert all-natural and cultural resources because bases for tourism preparing and tactical development, and connect most forces in social, cultural, and personal aspects. The product portfolio of your tourist destination consists of various visible and invisible product or service, and food is a strong element pertaining to the destination to develop travel and leisure (Okumus, Okumus, & McKercher, 2007; Quan & Wang, 2004). As a result, culinary tourism is not only a rising class of tourism, yet also a chance for the destination and industries to get a competitive edge (ICTA, 2009). Resource-based theory (RBT) is a principle combining economical theory and strategic theory. It identifies that the permanent competitiveness associated with an industry stands in the endowment of its unique resources. And the resources needs to be enduring, and hard to imitate or replace (Barney, 1991; Barney, Wright, & Ketchen, 2001; Grant, 1991; Peteraf, 93; Porter, 1991; Prahalad & Hamel, 1990). A nation is also like a company, and the main resources needed to develop culinary tourism are foodstuff and lifestyle (Long, 2004). It is essential to connect the resources with all the strategies of tourism development, increasing the multiplier effect of culinary arts tourism, and enhance the competition of the place's culinary travel and leisure development (Fox, 2007; Teo & Alter, 2000). And tourism tactics should be market-led (i. elizabeth. tourist require focused) and product-led (based on the assets of the destination) so as to create a sustainable travel and leisure development (Weaver, 2000; Stokes, 2008). It's the one and only way to create and sustain the competitiveness of your nation's travel and leisure economy. In researches related to resource-based perspective (RBV) or perhaps RBT, some of them tend to give attention to the fields of human resource management, economics and finance, entrepreneurship, and foreign business (Barney et al., 2001; Espino-RodrГguez & PadrГіn-Robaina, 2005). But so far there is no study carried out to explore the marketing strategy of...
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