Research Topics: Hong Kong SARS

Hong Kong SARS

“Life shrinks or expands in proportion to one’s courage.” –        Anais Nin The February breeze in Hong Kong, 2003, was painfully cold. The streets had a peculiar quiet. The city was in a state of profound melancholy due to the outbreak of SARS. As I walked home after school, an elderly man slipped and fell in front of me. I hesitated to assist him, telling myself he was dangerous, probably infected with the disease. I was afraid. Still debating whether or not to extend my gloved hand, I saw a woman step forward and help him up. The expression of bravery and determination on her face still flashes in my mind even now. I felt my face begin to burn with shame. I knew I had fabricated an excuse to shirk responsibility. It was so much easier to turn away than to make the least effort or muster the slightest courage, especially when there was no apparent reason for me to do so except a call of my conscience. Like other experiences I had, this experience was deep in my heart for the first few days, but it became shallower and soon disappeared from my mind. Thousands of people were infected with SARS within weeks. The news on television reported that Dr. Joanna Tse Yuen-Man had died, infected with SARS. She was the first frontline healthcare worker who sacrificed herself because of treating SARS patients at the hospital. As I was watching the narrative of Dr. Tse battling around the clock on television, treating her patients, the expression of bravery and determination on her face reminded me of the woman on the street weeks before. Despite the years that have passed and my having gone to study abroad in the States, my memory of how Dr. Tse dealt with duty whole-heartedly and courageously still inspires me. Selected by the deans to shoulder the important job of Student Leader, I won the esteem of my fellow students and gained certain privileges. However, the greatest joy comes from fulfilling my duties with my best effort and greatest courage.             It was my first week as a senior in high school when I encountered my first challenge as a Student Leader. Witnessing two of my upperclassmen friends coercing a freshman from my dormitory off a basketball court, I intended to pass them by nonchalantly, afraid of confronting my friends. As I walked closer, however, the helplessness on his face spontaneously drew me back into that shame of February, 2003. I chose not to take my responsibility this time. I walked to my friends and told them that Jeff and I would like to join. Gratitude appeared on Jeff’s face after the game. With the least effort and slightest courage, I had acquired the first reward of being a Student Leader.             Dr. Tse’s courage certainly made her life expand to the extent that it has affected my own life. When conflicts between students occur, I do not try to brush them off to avoid trouble. Rather, I analyze the situation and make the best judgment. If life shrinks or expands according to how courageous we are as Dr. Tse said, I hope to be committed to an expansive life. Credit:ivythesis.typepad.com

Hong Kong SARS

“Life shrinks or expands in proportion to one’s courage.” – Anais Nin The February breeze in Hong Kong, 2003, was painfully cold...

SARS in Hong Kong

Chapter 1 The Problem and Its Background   In this chapter paper, the background, significance of the study, and scope and limitations of the study are presented. Moreover, the objectives of the study and the statement of the problem are formulated. Here, vital concepts, questions and assumptions are stated.   1.1 Background of the Study             Tourism is one of the recreational practices an individual undertakes. People who exercise tourism are called tourists. According to  (2005) due to the fact that tourism is now one of the most popular recreational activity of people all over the world, in the year 2004 around 763 million tourists arrive in various parts of the world. Tourism plays a vital and crucial role in the economy of any country because the income and profit that is being obtained by the utilisation of products and services of the tourists will generate taxes which can be levied to the government. In addition, tourism provides employment and aids in the development of the economy of the nation. According to  (2000) tourism is not just a recreational and decorative activity but instead tourism correlates centrally to the modernity in numerous dimensions such as politics, moral, economical and technological.             In Hong Kong, tourism was regarded as one of the important sector of their economy. Actually, Hong Kong is one of the most popular destinations in the world and the tourism industry is one of the most important aspects in the economy of Hong Kong.  According to the  (2007) the industry held another record last 2006 in which more than 25 million tourists arrived in Hong Kong. In order to maintain the number of tourist arrivals in Hong Kong, the tourism department plans, develops, and audits the possible competitive destination.             Hong Kong government gave efforts to enhance their tourism industry.  Actually, Hong Kong created the Individual Visit Scheme in order to increase the number of tourist visitors. In Hong Kong tourism history, the outbreak of SARS in Hong Kong from March to June 2003 resulted in a sharp drop in the number of both Mainland and overseas visitors and the creation of Individual Visit Scheme was designed to allow travellers from Mainland China to visit Hong Kong and Macau on an individual basis.   1.2 Aims and Objectives of the Study             While the background of the study gives information regarding tourism and Hong Kong, the research also needs to have its own aims and goals that must be followed for the completion of the study as well as the integration of the information that will be gathered based on the research questions. At the end of the study, there is the need to ensure that each of the objectives is met in order to guarantee that the study has managed to gain the information that can garner for the formulation of the conclusion.               As such, the objective of the study will be thus: <li class="MsoNormal" style="text-align: justify; line-height: 200%"> To be able to assess the current status of economy of Hong Kong.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> To assess the perception of the respondents regarding the current status of tourism industry in Hong Kong.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> To investigate and clarify the effect of Individual Visit Scheme on Hong Kong Tourism industry.</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Finally, this study aims to integrate all these information together and be able to assess their interrelationship and their relevance of their information.</li>               By integrating these information and coming up with a conclusions that will help with the information-exchange and thus may be the basis of other studies. Moreover, it may also be the bases of information that may be beneficial for other organisations in Hong Kong, especially with regards to the factors that the organisation may be find useful for its success. While this may not be the regular procedures that other organisations may take, it nevertheless may give other organisations a chance to build the foundation from which they may be able to push their organisation into a jumpstart, thus another objective of this study is to be able to provide true and useful information that may be used for other practical reasons and can be used for other reason as well as the improvement of the organisation or Hong Kong economy in the study itself.     1.3 Research Questions             The previously given discussion shows the general direction and aim of the study, as well as the purpose, however there is also the need for the researcher to elaborate some questions that will be enable to study to go into a certain direction, especially with regards to the nature of the problem being researched. The research questions will then serve as the guide for the researcher for the information that should be gathered from the sources as well as the methods in which they will be extracted from the sources.               As such, the following will be the research questions: <li class="MsoNormal" style="text-align: justify; line-height: 200%"> What is the status of Tourism Industry in Hong Kong?</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Do Individual Visit Scheme directly affect the condition of Hong Kong Tourism Industry?</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Is there any significant difference between the perceptions of respondents regarding Individual Visit Scheme of Hong Kong Tourism Industry with respect to their gender?</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Is Individual Visit Scheme directly positively affect the condition of Hong Kong Tourism Industry?</li>   1.4 Significance of the Study This work will be a significant to tourism authorities and business in Hong Kong. The researcher believes that the tourism schemes will curb tourism problems and will benefit the tourism industry and Hong Kong businesses as well. Also, this study may provide insightful recommendations on the subject of environmental issues that may become useful contribution in the field of Hong Kong economic progress. Finally, this study may provide authentications on existing theories on consumer spending or at least provide generalizations that may also contribute in the academe field (e.g., students and researchers).   1.5 Scope and Limitations This research will only discuss issues involving the impact of Individual Visit Scheme in Hong Kong. However, related literature and studies cited for this study came from different parts of the globe so as to draw information about tourism, economic development and SARS impact. Other countries with similar experience will also be cited and discussed briefly. The outcome of this study will be limited only to the data gathered from books and journals. As this study is specific to Hong Kong, a similar study on other underdeveloped countries is further suggested. Projected time period for the implementation of this study will be at least three to five months, or if possible, even shorter than three months, as long as all the objectives of the study have been met. This research work was limited financially due to other expenses and projects/activities outside this study. Time was limited, too, due to other obligations apart from the study.       Chapter 2 Review of Related Literature   This chapter will be discussing the findings of related research to this study. It will provide a discussion on the significance of this study to the existing literature. Moreover, this chapter will discuss several issues regarding Hong Kong development and tourism based on the existing literatures. The following discussion chronicles the subject of Individual Visit Scheme, tourism, and SARS.   2.1 Individual Visit Scheme             (….to be continued) 2.2 Tourism as Business in Hong Kong             Hong Kong’s identity as one of the most promising and vibrant tourist destination in the world is uncontested. It projects an aura of opulence, efficiency, and high-tech competence ( 2002). Hong Kong had many unique competitive advantages such as the hardware and software required of a world-class city, including keen business acumen, well-developed infrastructure, versatile financial system, robust legal institutions, policies conducive to a free and open society, clean and efficient civil service, simple and low tax, large pool of talent and very cosmopolitan community (2003). Because of its abundance in several attractions like Ocean Park, tourists flock their way to experience Hong Kong’s magnificence and top offers. Offerings for visitors of the region range from various to rich assortment of food, entertainment, culture and lifestyle. Hong Kong locates in a favourable geographic location in the centre point of Asia Pacific region with a minimum 5-hour fly reaching most of the areas worldwide. With the support of region’s hardware, events tourism thrives on this piece of land – commercial, social, cultural, educational in nature are present in this venue.     In 2006, the Hong Kong Tourism Board (HKTB) works its way to promote the region as “Events Capital” of Asia. There are several ways being studied, designed and implemented to realize such vision. The primary responsibilities of HKTB are to market and promote HK as a destination worldwide, as well as to take initiatives to enhance the experiences of its visitors once they have arrived. Its mission is to maximise the social and economic contribution that tourism makes to the community of Hong Kong, and to consolidate Hong Kong’s position as a unique, world class and most desired destination (HKTB 2006). The existence of the developmental action plans, policies, and programmes to promote Hong Kong as a top tourist destination is evident. With this known fact, there is a wide assortment of information that documented the efforts of developing its tourism planning and economy.   2.3 Tourism and SARS in Hong Kong     Much has been written and documented in the subject of SARS. Research studies vary from medical, economic, sociological, political, industrial, consumer, and business perspectives. Generally, a comprehensive authoritative guide for managing crises and disasters in tourism risk management for the Asia Pacific region was provided by  (2005) have conducted a research study on the SARS-related perceptions in Hong Kong.(2003) wrote an inclusive literature of the SARS epidemic in Hong Kong while  (2005) discussed pertinent factors about SARS and its effects in relation to public health.  enumerated the peculiarities of the disease like its novelty, ease of transmission in certain settings, and the swiftness of its spread through plane travel, joint with extensive media coverage; psychological impacts; international travel policies released by authorities; governments’ and press’ role in fair and balance communication and risk management; pre-departure screening in airports; screening and infection control capacities at points of entry into the healthcare system; and others. Incorporated in the research body are lessons learned during the outbreak and its effects on the overall scope of international travel.     Meanwhile,(2004) reviewed the spread and impact of the SARS virus within Southeast Asia from a human security perspective. It is intended that the utilisation of human security in this instance will not only provide a better understanding of the impact of SARS on regional states but will also advance the conceptualisation of the human security model (2004). Several empirical research studies conducted are bounded on the economic aspect.  and  (2004) provided an assessment of the global economic impacts of SARS and a more comprehensive approach to estimating the global consequences of major disease outbreaks using the a global model called the G-Cubed (Asia Pacific) model. Specifically,(2004) focused on the economic impact of SARS in Hong Kong wherein the chronologies of SARS as the first deadly infectious disease of the 21st century – its spread in Hong Kong, number of cases, and affected regions. Also, demand and supply side is discussed.     In relation to tourism industry, numerous research articles are published. (2004) made a case study on the impact of SARS on Hong Kong’s tourism industry, with special attention given to the chronological arrangement of critical SARS-related events. Their findings affirmed that the epidemic had brought out negatively profound impact not only in Hong Kong but also to world tourism particularly strong impacts on Southeast Asian countries. (2004) evaluated the effects of SARS on the Chinese tourism and hotel industry – from Mainland China and territories like Hong Kong and Macau. Findings avowed that the overall effect of SARS to the Chinese economy is relatively minimal yet  reiterated that the main lessons are deemed to be social and political in applications.  (2005) also assessed the effects of SARS on Hong Kong tourism industry as they give an empirical evaluation of extensive body of knowledge on the pervasive effects of the disease to almost all industries related to hospitality, travel and tourism.  (2004) expounded on the overreaction to SARS and eventual collapse of Asian tourism. They evaluated sensationalism brought about by various channels of communication (e.g. media) and provided significant facts about the real nature of the condition.     Other related studies on the effects of SARS in the tourism industry fall in the subject of consumers and their behaviours, and marketing management conditions.  (2004) explored consumers’ perspective in their research wherein they discussed the reluctance of Hong Kong consumers in purchasing travel online due to issues like privacy, security and poor customer service, time savings, site usability and information provision. Other consumer-based researches are mainly focused on consumer satisfaction and other related issues. colleagues (2004) investigated the patterns of behaviours and attitudes related to SARS prevention in Hong Kong’s cross border traveller population using the survey method. They found out several practises done by the respondents surveyed as follows: ü                  Around 40% of the respondents were using masks all or most of the time in public places or washing their hands frequently (>10 times per day) and about one third avoided visiting crowded places in mainland China. ü                  Around 70% of the travellers would have delayed medical consultation for influenza-like illness in China; 12.7% would not wear masks during such episodes of illness. ü                  About 30% of the respondents used to wear masks in Hong Kong but not in mainland China. ü                  Gender differences were also observed.               Lastly, (2006) examined the impact that SARS on the marketing management functions using the case study method. They provided recommendations for how uncertainty may be managed in increasingly ‘globalized’ world while aspects of strategic and risk-management, supply-chain management and corporate strategy, and planning are extensively discussed. Records from WHO (2004) stated that SARS outbreak in the 2002-2003 only resulted in 774 deaths. Together with weak domestic demand conditions, it resulted in low growth in parts of East and Southeast Asia (such as Hong Kong, Korea, Taiwan and Singapore) (ADB 2004). Generally, the outbreak of SARS directly and indirectly affected various industries of Hong Kong and the world. In this context, marketing activities prove to be necessary in creation of destination image and attraction and maintenance of profitable customers. These activities start with management of tourist destination, including infrastructure, environment and natural attractions, development of specific strategies and investments, segmenting and monitoring the tourist market, communication with tourist market, and organization and management of tourism marketing (1996).                       Chapter 3 Methods and Procedures   This chapter will be dedicated to the description of the methods and procedures done in order to obtain the data, how they will be analyzed, interpreted, and how the conclusion will be met. This section is to justify the means in which the study was obtained and will help in giving it purpose and strength as it will then be truthful and analytical. All these will help in the processing of the data and the formulation of conclusions.             Specifically, this research will cover the following: the research design and method, the respondents or subjects to be studied (which will include the sampling method), the data collection instrument, and the data analysis. These will be presented below.   3.1 Research Design             The research design chosen both qualitative and quantitative research, which uses explanatory methods in describing the variables wherein the data, situations, or other facts collected will be explained or correlated with other data. It is especially useful when conducting a study wherein the data are immeasurable, such as feelings, beliefs, thoughts, and others (2000). Furthermore, the study will be descriptive as it will focus on the conditions set and the nature that surrounds the data and does not focus on the correlation with other collected facts. 3.2 The Respondents             The researcher, in choosing subjects or respondents for the topic at hand, is usually thought of to have the power over who the respondents of the study will be. Such a task would have been easier, except a researcher cannot simply choose out of whim; the subjects must be selected carefully with the intention of having subjects who each posses characteristics that, when put together, will represent a community. It is not only themselves whom these subjects will represent, but the bigger whole or the whole population. The characteristics which the researcher has chosen them for will determine which part of the community they belong and what part of the community they are representing. Thus, the choosing of the subjects must be based on their characteristics.             In this study, it is necessary to collect information from Hong Kong Tourism’s clients.   3.3 Data Collection Instrument             In order to obtain the desired data, the researcher has chosen to use the primary research data, which is to collect firsthand the data to be used for the outcome of the research. In able to do this, the researcher must have a data collection instrument to be presented to the respondents. Thus, the researchers have chosen obtaining data through the questionnaire. The questionnaire is administered by writing questions on a page and distributing it to the respondents, expecting them to return the paper with their answers on it. This is easier than other methods of data-collection (e.g., interview, observation, etc.) as particular details may be hard to talk about during interviews and cannot be drawn out from observation.             The advantage of using the questionnaires method is that the respondents have time to think of their answers, thus allowing smaller rate of errors. Also, concerning delicate matters, the respondents may feel more at ease when answering questionnaires as they are not required to speak with someone else in order to give information. The disadvantage of the questionnaire method is when the respondents are unable to read or write; then the questionnaire will be rendered useless by the respondents as they may need interpreters for the questionnaires. Thus, in case such that unlikely event may happen, then the researcher will have no choice but to quickly switch to the interview method, wherein the researcher will be allowed to interact with the respondent and ask the questions based on the prepared questionnaire.   3.4 Instruments to be Used To determine the perception of the respondents about the status of Individual Visit Scheme and Hong Kong Tourism, the researcher prepared a survey-questionnaire. The respondents graded each statement in the survey-questionnaire using a Likert scale with a five-response scale wherein respondents were given five response choices (1994). The equivalent weights for the answers were: Range                                                Interpretation             4.50 – 5.00                                        Strongly Agree 3.50 – 4.49                                        Agree 2.50 – 3.49                                        Uncertain 1.50 – 2.49                                        Disagree          0.00 – 1.49                                        Strongly Disagree   The decision was made to use a questionnaire for the data collection for this project due to the sensitivity of the information being obtained.  It is important for the respondents to be open and honest in their responses. The use of the questionnaire provides the project owner with the ability to test the views and attitudes of the respondents. The questionnaire was designed to allow the collection of specific information about the participants to conduct statistical analysis, e.g. age, gender, and social status.   3.5 Data Analysis             In order to correctly interpret the data in such a way that its result will reflect what the study originally intends to show then the researcher must employ the correct and accurate way of data analysis.             Moreover, simple statistics can be done and applied, and it will be easier to determine the status of the perception of the respondents regarding Individual Visit Scheme and Hong Kong Tourism.   3.6 Summary of Action As stated in this chapter, the researcher undergoes stages. In the research design, the researcher collected secondary data and formulated and developed the questionnaire. In this stage, these instruments were subjected to approval and validation. During the data collection, the researcher collated and summarized the data obtained from the Hong Kong development reports, questionnaire and survey. The researcher analyzed these data and from these, findings and recommendations were presented. Credit:ivythesis.typepad.com

SARS in Hong Kong

Chapter 1 The Problem and Its Background In this chapter paper, the background, significance of the study, and scope and limit...

James Joyce wrote in “Dubliners,” “Mistakes are the portals of discovery.” Describe a mistake or mistaken idea of your own that led to a discovery

“Life shrinks or expands in proportion to one’s courage.” –        It was a cold and awfully quiet February last 2003 in Hong Kong. The once crowded streets, where shoppers, employees, students, and tourists had converged and roamed around, had been emptied out and become deserted. One of the world’s busiest cities, once brimming with life, commerce and energy, had become shrouded by a profound sense of grief and melancholy due to the outbreak of SARS.    One particular afternoon, as I was walking towards home after school, I chanced upon an elderly man who slipped and collapsed right in front of me.  Were it in other days, I would not have hesitated to assist him.  But this was a time of SARS: a time of doubt, calamity, and danger.  We are kept yardsticks away from people at the fears that one of them may be afflicted with the disease.  My mind was conditioned to see the old man as a carrier and thus I had difficulty in choosing to lend a helping hand.  In the midst of this indecision, a woman stepped up forward and, without any repercussions, had reached to pull him up.  The woman had on an unmistakable expression of courage and determination that remained etched in my mind, along with the memory of burning shame and gnawing guilt for having been a coward in the face of need.  It was so much easier to turn away than to make the least effort or muster the slightest courage, especially when there was no apparent reason for me to do so except a call of my conscience. The woman was very much a stranger as I am, but what made the difference was the effort she made to assist the elderly man.  Somehow, this makes the woman step above me.  She would exude the same bravery the late   had when she died of the same disease she had been working in the frontline to help find a treatment.  While the woman did not perform a daring feat such as directly attending to SARS patients, the woman similarly was fired by that same determination of helping against all odds.  In that matter, the woman is as great as  was.  Ultimately, as I recognize this deep sense of regret of having not done anything that particular afternoon encounter, I would undoubtedly consider this as a mistake I would eagerly want to correct should I be given a chance to turn back time.  The truth remains that mistakes are, by nature, accomplished and finished in the past.  However, this does not imply that we cannot do anything else.  In  wrote that “Mistakes are the portals of discovery.”  Mistakes exist not only as failed actions, but also as a means towards learning so that we may not commit the same act again in the future.  In this manner, mistakes are stepping stones that allow us to be better persons and so we may do the right decisions the next time.  In this situation, I have made the mistake of not helping the elderly man when he lost his step and fell down.  I have made a mistake for prioritizing my selfish fears and trepidations despite the fact that my hands were gloved and I could certainly step up to help him.  It would not take so long and so much effort in my part at all.  Needless to say I have failed to muster the strength and bravery needed.  However, this very act will allow me to have the strength and bravery in the next predicaments to come.  The next time I would be able to do things right the way I want them to be.  In that merest mistake I am able to mature and grow to act more responsibly.  Today, in my student years, I choose to make this a career.  As the Dean-appointed Student leader I am able to unmake the mistake by performing the initiative and my innate responsibility as a human being to help others fearlessly and without hesitations. When conflicts between students should rise, I do not try to brush them off to avoid trouble. Rather, I choose to confront it and sort it out.  If life shrinks or expands according to how courageous we are as  said, I hope to be committed to an expansive life. Credit:ivythesis.typepad.com

James Joyce wrote in “Dubliners,” “Mistakes are the portals of discovery.” Describe a mistake or mistaken idea of your own that led to a discovery

“Life shrinks or expands in proportion to one’s courage.” – It was a cold and awfully quiet February last 2003 in Hong Kong. Th...

James Joyce wrote in “Dubliners,” “Mistakes are the portals of discovery.” Describe a mistake or mistaken idea of your own that led to a discovery

“Life shrinks or expands in proportion to one’s courage.” –        It was a cold and awfully quiet February last 2003 in Hong Kong. The once crowded streets, where shoppers, employees, students, and tourists had converged and roamed around, had been emptied out and become deserted. One of the world’s busiest cities, once brimming with life, commerce and energy, had become shrouded by a profound sense of grief and melancholy due to the outbreak of SARS.    One particular afternoon, as I was walking towards home after school, I chanced upon an elderly man who slipped and collapsed right in front of me.  Were it in other days, I would not have hesitated to assist him.  But this was a time of SARS: a time of doubt, calamity, and danger.  We are kept yardsticks away from people at the fears that one of them may be afflicted with the disease.  My mind was conditioned to see the old man as a carrier and thus I had difficulty in choosing to lend a helping hand.  In the midst of this indecision, a woman stepped up forward and, without any repercussions, had reached to pull him up.  The woman had on an unmistakable expression of courage and determination that remained etched in my mind, along with the memory of burning shame and gnawing guilt for having been a coward in the face of need.  It was so much easier to turn away than to make the least effort or muster the slightest courage, especially when there was no apparent reason for me to do so except a call of my conscience. The woman was very much a stranger as I am, but what made the difference was the effort she made to assist the elderly man.  Somehow, this makes the woman step above me.  She would exude the same bravery the late  had when she died of the same disease she had been working in the frontline to help find a treatment.  While the woman did not perform a daring feat such as directly attending to SARS patients, the woman similarly was fired by that same determination of helping against all odds.  In that matter, the woman is as great as  was.  Ultimately, as I recognize this deep sense of regret of having not done anything that particular afternoon encounter, I would undoubtedly consider this as a mistake I would eagerly want to correct should I be given a chance to turn back time.  The truth remains that mistakes are, by nature, accomplished and finished in the past.  However, this does not imply that we cannot do anything else.  In Dubliners,  wrote that “Mistakes are the portals of discovery.”  Mistakes exist not only as failed actions, but also as a means towards learning so that we may not commit the same act again in the future.  In this manner, mistakes are stepping stones that allow us to be better persons and so we may do the right decisions the next time.  In this situation, I have made the mistake of not helping the elderly man when he lost his step and fell down.  I have made a mistake for prioritizing my selfish fears and trepidations despite the fact that my hands were gloved and I could certainly step up to help him.  It would not take so long and so much effort in my part at all.  Needless to say I have failed to muster the strength and bravery needed.  However, this very act will allow me to have the strength and bravery in the next predicaments to come.  The next time I would be able to do things right the way I want them to be.  In that merest mistake I am able to mature and grow to act more responsibly.  Today, in my student years, I choose to make this a career.  As the Dean-appointed Student leader I am able to unmake the mistake by performing the initiative and my innate responsibility as a human being to help others fearlessly and without hesitations. When conflicts between students should rise, I do not try to brush them off to avoid trouble. Rather, I choose to confront it and sort it out.  If life shrinks or expands according to how courageous we are as  said, I hope to be committed to an expansive life. Credit:ivythesis.typepad.com

James Joyce wrote in “Dubliners,” “Mistakes are the portals of discovery.” Describe a mistake or mistaken idea of your own that led to a discovery

“Life shrinks or expands in proportion to one’s courage.” – It was a cold and awfully quiet February last 2003 in Hong Kong. Th...

Bird Flu on Hong Kong’s Tourism

Bird Flu on Hong Kong’s Tourism   Executive Summary               This paper aims at evaluating the perceived effects of the bird flu outbreak in Hong Kong’s Tourism.  It has been identified that the particular outbreak originates from the mainland China.  In achieving the purpose of this paper, we tend to critically analyze the actual happenings and information that would be the basis for this paper’s conclusion whether there has been really a significant effect of the bird flu outbreak in the tourism of Hong Kong.                Initially, an introduction and background of the topic has been discussed for a clearer understanding of the terms being used throughout this paper.  Along with the background, it is important to dig deeper to the previous situation of Hong Kong in its experience and knowledge about bird flu outbreak.  By studying the region’s past experiences with outbreaks (bird flu and SARS), it would make clearer in realizing the purpose of this paper.    After the analysis of data, this paper also formulated recommendations and proposals for the tourism market in Hong Kong.  Recommendations and proposals are based on the evidences gathered by the paper with a mix of practicality.   Introduction and Background               The 1997 bird flu outbreak in Hong Kong was another form of threat of influenza.  Though the outbreak has been initially associated to Hong Kong, many people in the region believe that bird flu originated from the mainland China.  The mainland China was at first “off” to the outbreak since authorities there claimed that there were no cases of bird flu over the border.  However, stories still emerged as to the mystifying deaths of thousands of poultry deaths during the same year (around 80% of chickens in Hong Kong comes from the mainland China).  Likewise, most people living in the region believed that the new kind of flu is far more deadly than its predecessors.  As the outbreak has almost come to an end, it cost a reported six lives of people.                In medical terms, bird flu is a kind of influenza that normally makes people bed-ridden for a week or two when struck by the flu.  As for the most common human influenzas, people then get better in due time but unluckily not with this kind of flu – the bird flu.  Medical personnel admitted that most influenza are familiar and poses no fatal threat to people notwithstanding the fact that influenza has always been a killer.                According to  (1998), what makes the bird flu so worrisome is that the virus responsible for the Hong Kong deaths and chicken slaughter contains a unique combination of proteins on its outer shell that renders it unrecognizable to the human immune system and therefore able to wreak its destruction before the body even a previously young and healthy body.  This is what makes it alarming notwithstanding the few fatality count.    To make it more alarming, when new viruses are introduced into the human population, like the bird flu virus, people with no previous exposure to the new flu strain have diminutive or even no immunity and thus are highly susceptible to the virus that can easily spread and reach from person to person (2005).  The outbreak was additionally quoted with its association with globalization as the disease is rapidly spreading like that of the global market.  Providentially, Hong Kong health authorities are taking the threat sincerely and critically.  Authorities say they have slaughtered more than 1.3 million chickens, as well as other poultry raised near chickens, and have excluded and prohibited importation of chickens from mainland China, notwithstanding the economic and political suffering such measures indicate. And our scientific radar still goes on to be adjusted to the existent likelihood that an enormous influenza pandemic is without a doubt a public health hazard of global consequence.  The universal community is now progressively, reluctantly, learning what the scientific community has been trying to tell us for years.  They said that all our medical superiority and sophistication is still comparatively unable to help in the face of the indefinable strategy of our smallest possible adversary.   Bird Flu’s Effect on Tourism               During the outbreak of the bird flu virus, not only is the people themselves were threatened and affected but also the tourism and the Hong Kong government as a whole.  During the occurrence of the bird flu in December of 1997, Hong Kong also suffered monetary crisis right before the outbreak of the bird flu.  Even though Hong Kong was the only country that stood out as open economy and had not suffered devaluation during October 1997, it suddenly experienced monetary predicament (2000).    Moreover, the outbreak went along with a couple of other crises just after the handover of Hong Kong.  Aside from the major problems associated with the opening of Hong Kong’s new airport in July 1998, there had also a series of misfortune at public hospitals.  In particular, the bird flu outbreak revealed deep distrust and conflict between the administration and the politicians elected to the municipal councils (2001).  (2001) added that it also reflected poor departmental coordination and administrative leadership in times of crises.                The most obvious and direct department that has been affected by the outbreak was Hong Kong’s tourism.  After the bird flu news has been reported widely, the tourism arrivals in Hong Kong went down to 25% year on year ( 1998).              The occurrence of the bird flu virus nonetheless brought about some changes in the Hong Kong government.  It paved the way for the development of the region’s medical preparedness.    The Current Outbreak, is it true or not?   As of the moment of the making of this paper, there hasn’t been solid evidence as to the reality of the bird flu outbreak in Hong Kong.  While other articles say that the bird flu in Hong Kong is at the peak season of its outbreak, some also claim that government is in the process of “prevention”.                Hong Kong is battered extremely by the outbreak of bird flu virus.  Even though the outbreak didn’t actually originated from the region, it is fairly evident that the situation is real and true.  Hong Kong can no longer deny the outbreak since it has been already manifested and proven.                It is admittedly true that the bird flu is naturally contagious and can be easily transferred from one person to another.  With this reality, it can be predicted and expected that the tourism inflows would be greatly affected.  However, the more depressing truth surrounding the issue is the media and the dissemination of the news.    Media has the power to expand areas of concern that oftentimes exaggerate some issues.  They are so powerful that they can be the immediate source of information for people to believe and decide especially on crucial issues.  Even though the last outbreak of bird flu didn’t really originate in the region but in the mainland China, it was still Hong Kong that bore the name associated to the deadly virus.    In one article, for example, it talks about the alarming effects of bird flu that is compared to the terrorist attack (Eagleton 2005 January 31).  The article expresses the more distressing effects of bird flu outbreak and its embarrassing insight compared more of a terrorist attack.  Some media presentations would even disregard the deeper source of the outbreak and points out to Hong Kong as the main source of the bird flu.  There’s no wonder Hong Kong experienced its tourism demise.    To those people who do not believe that Hong Kong is experiencing an outbreak of bird flu, they are focusing on the prevention campaign.  They have sited several threats and means of prevention.  The campaign concentrated on the connection between mainland China and Hong Kong.  In fact, both signed an agreement on October 2005 to increase cooperation on stopping the smuggling of uninspected food products across the border.  This is in relation to the report of Taiwan the capture of a shipment of infected birds smuggled from the Chinese mainland.                          Some certain articles that talk about the situation of Hong Kong cannot really deny the tremendous effect of bird flu outbreak.  In a single year 2004, Hong Kong Tourism posted a tourism update that is apparently on the rise.  This augmentation and development followed after the outbreak of SARS (Severe Acute Respiratory Syndrome).  It was even predicted that the following year, Hong Kong Tourism would still continue to progress.  However, due to the exposure of tourism into uncertain factors, like the outbreak of bird flu, the tourism sector finds it as a barrier that hampers the continuous and supposedly uninterrupted growth in tourism arrivals.  According to Hong Kong Tourism Board executive director Clara Chong, despite the encouraging development seen during the year, there still remains volatility in the market, with avian flu spreading across Asia and across the United States and Canada since February of 2004 ().  Chang even noted that Hong Kong’s tourism industry decline in a double-digit in terms of arrivals last year (2003) during the outbreak of SARS.    The outbreaks of SARS and bird flu are very much alike in terms of its impact to the tourism of Hong Kong.  It is a practical thinking that goes upon most visitors that “why risk visiting a country if there are risks perceived?”  There could be nothing much that the Hong Kong tourism board can do about this than centering their attention to the matter at hand.  More than most surveyed countries, Asian nations are more confident of resolving a possible bird flu pandemic.  They believe that their country are well prepared and can handle very well a probable outbreak.  This can be explained in view of the fact that Hong Kong, being the place where the avian flu was discovered in 1997, exactly knows the risks brought about by bird flu.  This makes Hong Kong a better and experienced region in handling an outbreak better than any other city in the world.  It can be apparently said that Hong Kong is considered the best and well-prepared city to deal this next outbreak of the fatal bird flu as far as experience is concern.             Notably, in the research conducted by a recent survey, respondents in the United States, Canada, Portugal and Turkey do not have the kind of faith that Asians have in their nations.  Correspondingly, less than a quarter of respondents in those countries believe that their governments are well prepared for an outbreak ( 2006 March).    Recommendations   Ø  Public awareness of the outbreak as a lesson in hygiene and cleanliness as one way of prevention campaign.  Ø  Focus on prevention Even though there are divisions of belief whether there is really an outbreak of bird flu in the region, one important thing that Hong Kong government can do is to focus on the prevention.  As great part of Hong Kong lies in the tourism industry, the problem should be acted upon immediately for the faster recovery.    A rather effective program has been adopted by the Hong Kong government.  This is the implementation of a three-tier alert system similar to the terror alert charts used in the United States.  The system has three stages: “Alert”, “Serious”, and “Emergency”.  It has been activated right away during the early part of 2005 when the number of avian flu cases mounted in Asia.  The Hong Kong government then activated the “Alert” level (2005 October 7).    With the activation of the “Alert” level, Hong Kong instantaneously instigated a proactive awareness campaign aimed at travelers.  It was really an effective campaign that controls the growing panic in the tourism industry.  As a means, pamphlets about health information were distributed to airline passengers both flying to or from the infected regions.    Passengers that usually hear safety instructions are rather heed on health messages and everything that concerns the influenza outbreak.  This is especially for passengers traveling on highly-conscious countries like Indonesia.  Similarly, incoming flights are also regularly checked for fever using some electronic testers.     Ø  Appropriate Medicines Antiviral drugs are of the run-outs even in the electronic shopping centers.  Tamiflu and Relenza are effective and proven antiviral drugs particularly for the purpose of curing avian flu.  These two kinds of antiviral drugs will be presumably given to citizens during the “Serious” or “Emergency” stage.    Ø  Quarantine Antiviral drugs may not be enough for the people to feel secured considering the fact that bird flu is contagious and fast spreading which could possibly run-out the medicinal supply.  In support to the medicines and antiviral drugs, quarantine also plays a great importance.  This step will expectedly lower the rate of rapid spread of the virus from one person to another and from one particular place to the other.    Ø  Recommendations on Tourism sector What the Hong Kong tourism board is currently adopting can be considered as almost the best that it can do in reacting and responding to the outbreak.  It would have a great impact on the maintenance and control of the tourism in the region much more that the government is primarily concern on the tourism department where a large part of Hong Kong’s revenues comes from.  Credit:ivythesis.typepad.com

Bird Flu on Hong Kong’s Tourism

Bird Flu on Hong Kong’s Tourism Executive Summary This paper aims at evaluating the perceived effects of the bird flu ...

Marketing Campaign of Cathay Pacific Airways for SARS Recovery Plan

Table of 	Content 	 TOC \o “1-3″ \h \z 	 	 	1      	Executive Summary. 	PAGEREF _Toc49385059 \h 3 	 	 	2      	Introduction. 	PAGEREF _Toc49385060 \h 4 	 	 	3      	Campaign Introduction. 	PAGEREF _Toc49385061 \h 5 	 	 	4      	Analyses. 	PAGEREF _Toc49385062 \h 7 	 	 	4.1            	Goal 	PAGEREF _Toc49385063 \h 7 	 	 	4.2            	Network. 	PAGEREF _Toc49385064 \h 8 	 	 	4.3            	Pricing. 	PAGEREF _Toc49385065 \h 8 	 	 	4.4            	Brand and Public Relations. 	PAGEREF _Toc49385066 \h 8 	 	 	4.5            	Product and Distribution. 	PAGEREF _Toc49385067 \h 8 	 	 	5      	Effectiveness Estimating. 	PAGEREF _Toc49385068 \h 9 	 	 	6      	Conclusion. 	PAGEREF _Toc49385069 \h 9 	 	 	7      	Reference. 	PAGEREF _Toc49385070 \h 10     	1          	Executive Summary 	Severe Acute Respiratory Syndrome 	(SARS) was once wildly spread to 32 nations around the world and caused 916 	people died in the first 6 months of 2003. Much about this new disease still 	remains unknown and puzzled. But SARS has shown a clear spreading capacity 	along the route of international air travel. It is a challenging threat to 	public health. Social, economic and psychological impact is enormous in the 	mobile and interconnected world today. Especially to areas like China, Hong 	Kong, Taiwan, Singapore and Canada, the loss was devastating, both in 	economy and human life. 	Airlines again experienced another 	“hurricane” after 911 and economic slump. Fortunately the situation has been 	contained now, and airlines start to wage a series of campaigns, programs 	and promotions to stimulate the market in the after SARS era. Governments 	assist those industries and businesses been seriously hit by SARS to launch 	recovery plans. Modern airline marketing concepts and strategies are used in 	this SARS-fighting battle such as network management, product and brand, 	pricing and distribution and market planning. All these measures, associate 	with activities initiated by other industries and businesses become a 	perfect example of marketing campaign of airlines for SARS recovery plan.   	2          	Introduction 	Hong Kong was severely damaged by the 	SARS economically, socially and psychologically. 302 people were dead and 	1446 affected up to August 16th 2003. All businesses were nearly 	at idle during the SARS ravage period, especially the tour industry, 	transportation, hotels, restaurants and shopping centers. As an locally 	based airline—Cathay 	Pacific Airways(CX), experienced the worst situations ever. According to its 	statistic, CX lost 1,241 million Hong Kong Dollars in the first six months 	of 2003 and the profit shrank 25.1% in passenger business. Figure 1 and 2 	below illustrate the profit/loss and margin of a ten-year-comparison with 	year 2003. 	 	Figure 1: CX profit/loss & margin in 	10 years. Source: Cathay Pacific website 	 	Figure 2: ATK performance in 10 years. 	Source: Cathay Pacific website 	With such a huge loss, Cathay Pacific 	has launched an unprecedented marketing campaign consisting of pricing, 	networking, product and service and promotion strategies of airline 	marketing, and the cooperation of other supporters to attract customer and 	regain business. This report will examine all marketing elements involved in 	the campaign, analyse the rationales and goals behind and estimate the 	effectiveness. 	3          	Campaign Introduction 	In order to regain and retain 	customers, and rebuild people’s confidence about Hong Kong, CX has initiated 	a number of activities, promotions and programs to help rebuild Hong Kong 	after SARS and maintain Hong Kong’s position as the region’s leading 	position as the aviation hub in the region. The following programs are 	included in the campaign. 	²   	Hong Kong Welcomes You 	CX is supporting the tourism recovery 	by giving away more than 10,000 tickets to draw travellers back to Hong 	Kong. 	²   	Hong Kong Rugby Seven 	CX will co-sponsor this popular 	sporting event with Credit Suisse First Boston from 2004 to 2006. 	²   	Visit Hong Kong Now 	This promotion launched overseas 	offers up to 50% off flight and hotel packages. 	²   	 Early Bird Promotion This 	overseas promotion has been launched since May during SARS impact. It offers 	discounted fares to draw passengers back to Hong Kong. Over 80,000 tickets 	have been sold since June. 	²   	Yum Sing Card CX will 	launch the “Yum Sing” card, which passengers can use to redeem discounts at 	certain restaurants, attractions and shops. 	²   	We Love Hong Kong CX is 	participating this campaign to help Hong Kong get out of the swirl of SARS 	by encouraging people to get out, spend money and resume a normal life. 	²   	Operation Unite—Take 	off With Hong Kong CX is 	strongly support this program to unite communities together and fight the 	aftermath of SARS. 	²   	Cathay Pacific World Pass A 	multiple-ticket promotion to help Hong Kong businessmen to renew overseas 	contacts and leisure travellers become ambassadors of Hong Kong overseas and 	recover confidence about Hong Kong. 	²   	Ongoing Familiarization Tour CX is 	inviting and hosting varies of interests and media groups to visit Hong Kong 	for fact-finding and familiarization. It helps to rebuild Hong Kong’s image 	and confidence.   ²   Flying without fear An educational program created by CX to inform general public about the health protection measures of Cathay Pacific Airways. The following are campaign promotion coupons of hotels, restaurants, attractions, stores and transportation. SARS disaster is unique and sudden; its impact to airlines is entirely and unprecedented in aviation history. Airlines need full-scale, omni directional marketing strategies to cope with the damages caused by SARS. What airlines have done is not merely a sales promotion or a seasonal, occasional package to increase revenue in a “peaceful era”. CX’s campaign is a good example of the efforts and reactions that airlines engaging now. It does not aim at a specific market sector but the whole instead. The purpose of this campaign is not to achieve common corporative goals. It is more like a “risk management” and ‘emergency action” for the whole company to struggle with SARS and the declines in business. 4          Analyses The after SARS campaign initiated by CX contains several elements in airline marketing skills such as: networking, pricing, product, promotion, branding, public relations and distribution. 4.1         Goal Obviously, the goal of this campaign is to use all marketing strategies and skills to regain business, attract passengers back to Hong Kong, rebuild faith and confidence, remove fear and doubt, resume normal life and business operations and to fly CX again. The goal of the campaign intends to send messages to the public that:   W   Hong Kong Government and people are working hard together to fight the war against SARS and the situation has been under controlled. W   It is safe to come and visit Hong Kong now after the dedications and efforts have been put in and the disease has been contained. W   CX has taken all sanitary and protective measures to ensure passengers’ health and safety. W   CX has associated with the government and many business sectors in Hong Kong to offer worldwide costumers low fares of flight, accommodation, transportation, shopping, attraction and interesting locations and tasty food. It is the best time to visit Hong Kong now. 4.2         Network This campaign uses worldwide network of CX’s route structure. It includes all service destinations and locations around the world. It provides passengers convenient and comfortable flights with special offers, discounts and varies kinds of promotion and package among CX service destinations(codeshare and OneWorld passengers excluded in non-Cathay flights). However, convenient and seamless connections are also available through OneWorld partners to 135 countries and 570 destinations. 4.3         Pricing In this battle against SARS, CX uses low price strategy to draw customers to fly again. As in other businesses and industries, price may be the first and most sensitive issue that customers consider first. With quality services but very good offers in price, customers may still be attracted even bearing slight uncertainty of flight during SARS period. “Visit Hong Kong Now”, “Early Bird Promotion” are two typical pricing programs in CX’s SARS campaign. Up to 50% off discounted price is offered to the market. 4.4         Brand and Public Relations CX is a well-known and quality air carrier from the most dynamic, cosmopolitan city, the Pearl of the East—Hong Kong. It’s brand awareness and company image are high and well acknowledged by the market and airline industry. At this most critical and difficult moment, CX has demonstrated its dedications, willingness, cooperative spirits and sincerities to stand with Hong Kong by supporting programs like “Hong Kong Welcomes You”, “We Love Hong Kong”, “Operation Unite”, for example, to assist recovery. It will increase CX’s brand awareness more, create positive perceptions, earn people’s trust and friendship and enhance CX’s public relations. 4.5         Product and Distribution CX has introduced  new services and products combined with hotels, restaurants, attractions and shopping as a package with lower-than-ever prices to the market. It is targeting at all market tiers from business travelers to tourists and backpackers. The offers are full-scaled and objects are worldwide. All overseas branch offices, travel agencies, ticket centers and traditional sales channels are all involved in distribution. 5          Effectiveness Estimating The effectiveness of the marketing campaign has progressively increased revenue with the SARS threat fading away and people start to resume normal life. These programs initiated by CX has stimulated the market even more and encouraged passengers’ intentions to take flights earlier. Discounted fares and special packages include hotels, restaurants, transportation and attractions motivate costumers to visit Hong Kong  right away after SARS gone. The supports and dedications to the communities to fight rebuild and refresh Hong Kong would win people’s acknowledgement and trust. Hong Kong people would choose and advocate CX as their airline from home. From the statistics, CX’s business and number of passengers have progressively risen after the campaign in place. Figure 3 below shows the operational results from March to July 2003.   Figure 3: Passenger Load Factor, March-July 2003            Source:CX website                       Nevertheless, in spite of the rising number of passengers carried by CX, the yield remains relatively low compared to the same period previous years due to the SARS recovery campaign and depressed market price. After all, this is the inevitable experience that CX has to pass through. The market will take time to recover and the effectiveness of the campaign will be expected to increase accordingly. 6          Conclusion Airline marketing elements and skills are not just used in ordinary sales to boost business. It surely can be used in critical situation and when business risks are encountered, such as SARS. From the advertisement campaign and promotion programs launched by CX, we can see a typical example of how airlines use marketing strategy as a tool to save the business when emergency comes. The object is clear, to regain business and encourage passengers to fly CX again by sending the messages to the public through an advertisement campaign: W   SARS is under control now, and no longer a threat to public health. W   CX has taken all necessary actions to protect passengers and prevent SARS from spreading again. W   CX, as one of the family members of Hong Kong, has demonstrated strong support to Hong Kong and Hong Kong people by various activities and programs. W   It is safe and best deal to visit Hong Kong and fly CX now. W   It is a good bargain to join the promotion package now and take the advantages of high quality services and low fares.  Marketing skills like pricing, product and service, branding and public relations, promotion and distribution etc. are used in the campaign. Passengers will be back and business is expected to return to normal soon. 7          Reference Airline Business Magazine, 2003 Apr, May, Jun, July, Aug issues. Cathay Pacific Airways. <http://www.cathaypacific.com/intl/0,,,00.html> Accessed Jun 2003 Department of Health, Government of Hong Kong Special Administrative Region, China <http://www.info.gov.hk/dh/> Accessed Aug 2003  World Health Organization, <http://www.who.int/en/> Accessed July 2003 Credit:ivythesis.typepad.com

Marketing Campaign of Cathay Pacific Airways for SARS Recovery Plan

Table of Content TOC \o “1-3″ \h \z 1 Executive Summary . PAGEREF _Toc49385059 \h 3 2 Introductio...