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Chan Chung-Shing,Chan Yat-Hang,Tsz Heung Agnes Fong 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.1
This paper introduces a platform of Urban Tourism Scenario Game, which is created to enhance the teaching-learning process of tourism geography and planning through a scenario-based game of a hypothetical city under urban tourism development. This study evaluates and compares the effectiveness of the game in terms of knowledge enrichment, attitudinal changes and usability of the game platform rated by the groups of undergraduate student participants. The overall effectiveness of the game is generally found positive. Paired-sample t-test results indicate that the users have significant positive changes in the dimension of knowledge. Cluster analysis identified two participant groups, namely activecognitive and knowledge-focused learners, which indicated their different aspects of effectiveness from either game-based or discussion learning. This urban tourism scenario game raises students’ learning interests more than acting as a substitute for traditional lecturing. Game-based learning in this urban tourism platform has opened the potential to lead to attitudinal changes by simulating and presenting real-world environments similar to other areas in geography education. Given an arguably lack of clear pattern of the learning enhancement, it is critical that game-based teaching should still be incorporated with other instructional classroom activities to deliver effective knowledge transfer.
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Applying Linear Programming in City Brand Equity Concept: A Case Study of Hong Kong
Chung-shing Chan 한국관광학회 2014 International Journal of Tourism Sciences Vol.14 No.1
Places, including countries and cities, have started to apply branding strategies to enhance their position as tourist destinations and attract targeted immigrants. Whether a particular place brand carries economic value is determined by the presence or absence of brand equity. Brand equity measurement is thus becoming more quantitative in nature based on the selective nature of place branding. Characterized by the distinctive nature of branding places including cities, neural networks, genetic algorithms and linear programming are three types of research approaches that may be useful in decision-making of city marketing and branding. With respect to Hong Kong and relevant data availability, the author believes that linear programming is applicable to stimulating brand equity maximization. While acknowledging a number of constraints, for example but not limited to, budget, policy, administration, and non-negativity constraints, city authorities and marketers should formulate a specific function to measure their city’s brand value or liability for a more effective and focused branding strategy.
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Chung-shing Chan,Lawal M. Marafa 한국관광학회 2014 International Journal of Tourism Sciences Vol.14 No.1
This paper connects the existence of green resources such as parks and green spaces with the concept of city branding. This idea contributes to the establishment of a city brand and can be the catalyst needed to achieve city sustainability because ‘green branding’ demonstrates the multi-dimensional benefits of green resources to both local and international audiences. Using Hong Kong as a case study, green resource branding was viewed by stakeholders through a familiarity-favourability analysis, and the level of uniqueness of the key park resources in the city examined. The results of an online questionnaire survey showed low levels of both familiarity and favourability toward the current city brand of Hong Kong by both local and non-local respondents. In particular, the perceived brand was identified as falling into the challenging zone. However, respondents believed some park resources are unique. The perceived uniqueness and types of park were found to be associated, especially for the non-local group who possesses an holistic impression of these parks. To realize the branding of Hong Kong as green, the branding authority must clearly understand the process of branding, identify the authentic brand essence of the resources, and coordinate the relevant stakeholders proactively, instead of focusing solely on marketing campaigns and logos. Based on the observations and analysis, some recommendations are suggested for the city branding authority.
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