PolyU study recommends creating integrated tourism cluster brand for the Greater Bay Area

Tourism is considered a key industry in the Greater Bay Area (GBA), which sets its sights on becoming a world-leading destination. The School of Hotel and Tourism Management (SHTM) of The Hong Kong Polytechnic University (PolyU) today released its policy study findings on the strategies and potential for creating an integrated brand tourism cluster by leveraging the strengths of the cities within GBA. The study has been supported by the Public Policy Research Funding Scheme of the HKSAR Government.

Entitled “Developing a Tourism Cluster in the Greater Bay Area: A Dual Branding Perspective”, the study is spearheaded by Prof. Kam HUNG, Principal Investigator and SHTM Professor, with the team comprising Prof. Tony TSE, SHTM Professor of Practice; Prof. Rob LAW, Chair Professor of Smart Tourism and Deputy Director of the Asia-Pacific Academy of Economics and Management of the University of Macau; and Prof. Shina LI, Professor of the School of Tourism Management of Sun Yat-sen University.

A robust mixed-method approach was employed to analyse the tourism attractions, advantages and tourist experience of GBA cities. The team conducted site visits to the 11 GBA cities to examine their tourism resources, including service quality, interactions with tourists and condition of key attractions. A nuanced understanding of tourists’ sentiments and preferences was gained through big data analysis of 200,000 reviews and comments extracted from popular online platforms. In-depth interviews with 182 local residents, cultural and tourism officials, and business owners were conducted to further explore perspectives of different stakeholders.

With its unique geographical location, economic vitality and cultural resources, GBA is rapidly emerging as an important tourist destination. However, the research team found that cities in the region are primarily focused on establishing their individual brand identities, and the overall regional brand remains somewhat vague. Clear, cohesive and independent branding is therefore needed to differentiate the GBA tourism cluster from other destinations, convey place meanings and attract more visitors.

Strategic recommendations

The study proposed a brand architecture for the GBA tourism cluster, which aims to balance each city’s identity with the region’s overall promise. Recommendations include diversifying tourism itineraries and services by integrating individual cities’ strengths. A heritage itinerary, for instance, explores some of the region’s historic landmarks such as Hong Kong’s Clock Tower and Jiangmen’s Diaolou towers. The nature and adventure itinerary highlights the region’s stunning natural landscapes like Zhaoqing’s karst formations and Huizhou’s coastline. A child-friendly tour features family-oriented attractions such as Hong Kong Disneyland and Ocean Park, and Chimelong Ocean Kingdom and Safari Park.

The study also suggested forming a cross-regional unit to initiate and coordinate branding efforts for the GBA tourism cluster and adopting a multifaceted marketing approach to raise awareness of the cluster’s tourism offerings, with a focus on its seamless travel connections and the abundant experiences it provides. Digital marketing strategies can focus on social media promotion and collaborations with influencers to draw younger audiences. Offline campaigns encouraging tourists to visit multiple destinations, such as offering discounted multi-destination package in collaboration with airlines, travel agencies and local hospitality providers, and organising themed events and festivals in rotation across cities, are also recommended to complement digital initiatives.

Impact on GBA development

The research team further pointed out that a well-defined and cohesive regional tourism brand will bring about transformative impact to the development of GBA in the following aspects.

1. Sharpen the competitive edge in tourism: Regional branding will highlight GBA’s unique identities, such as its blend of urban sophistication with natural beauty and cultural richness, attracting tourists looking for unique experiences and ensuring that the region stands out in the global tourism market.

2. Propel economic growth: Improved branding will help attract more tourists to and investment in the GBA tourism infrastructure, including hotels, resorts and transportation networks, thereby increasing revenue on various fronts, creating jobs in relevant industries and boosting the local economy.

3. Foster regional collaboration and integration: Regional branding will encourage greater collaboration among GBA cities, such as in the development of seamless transportation networks and shared marketing campaigns, further strengthening connection and interaction between the cities.

4. Promote sustainable development: While the regional tourism brand highlights GBA’s rich cultural heritage and natural landscapes, it will also lead to increased efforts and relevant policies to preserve and promote local traditions and historical sites, and to protect the environment.

5. Enhance global recognition and influence: As a key emerging tourism cluster in China, successful GBA branding will attract international events, conferences and exhibitions, enhancing the region’s international profile, while also influencing global tourism by setting a precedent for other regions.

Prof. Hung remarked, “By strategically positioning GBA as a unified yet diverse destination, the region can better leverage its collective strength, foster innovation and create new opportunities for sustainable growth in the region. In addition, the study has contributed to the academic literature on destination branding, particularly in the context of tourism clusters, providing valuable insights for other regions looking to develop similar strategies.”

Prof. Kaye CHON, SHTM Dean, Chair Professor and Walter and Wendy Kwok Family Foundation Professor in International Hospitality Management, said, “The GBA’s success will not only benefit the region but also serve as a model for other destinations worldwide. SHTM is very proud to contribute to the development of the tourism industry in this significant way.”

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