Prof. Rob Law
“Developing a Tourism Cluster in the Greater Bay Area: A Dual Branding Perspective”
On March 26, 2025, the policy study titled “Developing a Tourism Cluster in the Greater Bay Area: A Dual Branding Perspective,” involving Prof. Rob Law, UMDF Chair Professor of Smart Tourism and Deputy Director of APAEM at the University of Macau, was officially released. The policy study is published by the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU) and is led by Prof. Kam Hung, Principal Investigator and SHTM Professor at PolyU. In addition to Prof. Rob Law, the research team includes Prof. Tony Tse, SHTM Professor of Practice at PolyU, and Prof. Shina Li, Professor of the School of Tourism Management at Sun Yat-sen University. The study has been supported by the Public Policy Research Funding Scheme of the HKSAR Government.
The Greater Bay Area (GBA), with its unique geographical advantages, economic vitality, and cultural resources, has rapidly become an important tourist destination. However, cities within the region currently focus more on developing their individual brands, leading to a blurred overall regional brand image and a lack of a recognizable unified identity. To enhance competitiveness, the research team suggests constructing a brand framework that balances city characteristics with regional coordination. This can be achieved by integrating diverse tourism resources, establishing cross-departmental coordination bodies, and strengthening multi-dimensional marketing strategies to highlight the unique experience of the GBA as a fusion of modern urban and natural culture.
This brand development will have far-reaching impacts: it will not only attract international tourists through differentiated positioning but also drive regional infrastructure investment and coordinated economic development. It will promote cooperation in transportation, environmental protection, and cultural preservation among cities, and enhance global influence through hosting international conventions and exhibitions. Ultimately, the GBA will be established as an innovative tourism cluster model that combines economic benefits with cultural sustainability.
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