Generation Y in Asia
Research Project: Dissemination events in Hong Kong and Singapore
Research team: Dr. Anna Leask, Dr. Paul Barron, Prof. Alan Fyall (University of Central Florida), Dr. Louise Todd
Dr. Anna Leask, Dr. Paul Barron and Dr. Louise Todd from the School of Marketing, Tourism and Languages travelled to Hong Kong and Singapore between 24th and 30th November to disseminate key findings from their recent research project. Continuing for the past 18 months, this study has been concerned with generational changes in consumer behaviour and consequent impacts on future tourist decision making in hotels and visitor attractions.
Building upon an initial UK-based project into Generation Y consumers and their engagement with visitor attractions, the present study was expanded to include hotels and was set within an international context. The Asian destinations of Hong Kong, Macau and Singapore were the settings of this study, the team’s primary research, and were therefore the locations selected for a series of dissemination events.
Hong Kong
While in Hong Kong Dr. Leask, Dr. Barron and Dr. Todd presented project findings to more than 50 members of the Hong Kong Association of Amusements Parks and Attractions (HKAAPA) and Visitor Attraction managers from Macau at a seminar taking place at Ocean Park. They were presented with a Certificate of Appreciation by the HKAAPA.
Following this event, the team presented a Research Seminar based on the Gen Y Asia project to an audience of approximately 50 Faculty members and students at Hong Kong Polytechnic University’s School of Hotel and Tourism Management (SHTM). This event was also attended by a number of Hong Kong hotel managers and members of the Hong Kong Hotels Association (HKHA) and the team were presented with Hong Kong Polytechnic University SHTM plaques in recognition of their presentation.
Singapore
In Singapore Dr. Leask, Dr. Barron and Dr. Todd were invited to present the Gen Y Asia project to the members of Association of Singapore Attractions (ASA) at a Tourism Masterclass which was hosted by the ASA and Singapore Workforce Development Agency (WDA). This paid event was attended by approximately 150 tourism industry practitioners. In addition to presenting their findings, the team participated in a Panel and were then presented with an ASA plaque as thanks for their participation. The team were also invited to attend the annual ASA Excellence in Service Awards Ceremony while in Singapore.
The Singapore Tourism Masterclass, and specifically the Gen Y Asia research findings, have already achieved significant media coverage in media, resulting in news coverage in a number of publications within Singapore and across the region. Dr. Barron was interviewed for a televised news item broadcast by Channel News Asia which both highlighted the key findings of the Gen Y project and suggested their effective use for hotels and visitors attractions in the region to engage future consumers.
All of these presentations about the Gen Y Asia study reported a series of findings from the recent research. The theoretical basis; project aims; methodology; field work and data analysis were summarised along with a series of findings.