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The Global Tourism Marketing Environment
The Global Tourism Marketing Environment
Disney Expands Global Empire to Hong Kong
Despite financial and cultural difficulties in Paris, Disney expanded its global empire to Hong Kong, opening its fifth theme park in the fall of 2005. The Hong Kong government offered financial incentives to encourage Disney to the island as part of its marketing strategy to boost tourism and assuage business fears about the return of the island to China from its former UK control. The government invested around HK$22.45 billion, providing 90 per cent of the investment as well as providing the site on Lantau Island, formerly a semi-rural paradise inhabited by fishermen and Buddhist monks. According to its promotional website, the partnership will inject HK$148 billion into the island's ...
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