Masterclass 2: 【From Activity to Industry】Driving Village Tourism Innovation with Communities 大師課（二）：【從活動到產業】建立社區連結與旅遊創新的能力

The formation of a village tourism destination relies not only on natural advantages but also on the local communities. The local people’s daily life and their connection to the land and history shape an authentic local culture, which the travellers may experience and share. This masterclass will teach participants to systematically explore local assets and identify local tourism potential. It will also emphasize the key role of communities and stakeholders in tourism innovation and explore how to empower local communities as ambassadors and drivers of sustainable tourism. Additionally, this Masterclass will discuss cross-sector collaboration in the tourism industry, integrating primary, secondary, and tertiary industries to create new rural value through “tourism+” models.

一個鄉郊旅遊目的地的形成，除了有賴當地得天獨厚的的自然資源，更離不開扎根在土地上的「人」。人與土地、地景、歷史和生活日常交織而成的風土民情讓旅客亦能夠體驗及分享，這正是鄉郊旅遊的珍貴和獨特之處。本大師課將帶領學員學習如何有系統地探索地方資源，辨識當地獨有的旅遊價值，並思考如何以可持續的方式管理和活化這些珍貴資源。課堂亦會強調社區及持份者在旅遊創新中的關鍵角色，探討如何透過協作、溝通和共同設計、建立地方故事的詮釋能力，讓在地社群可以成為地方代言人，甚至成為帶領旅遊創新的重要力量，建立長遠的社區網絡。此外，課堂亦會分享旅遊業如何跨界協作回應新形勢，以「旅遊+」帶動一、二、三產業融合，創造新的鄉村價值與旅遊意義。

 

Core Knowledge:

  • Experience economy concept: From products and services to emotional value
  • Local characteristics analysis through the “People, Culture, Land, Landscape, and Industry” framework
  • Tourism “points of interest” identification and route planning
  • Carrying capacity and sustainable tourism management
  • Community building and stakeholder collaboration

 

核心知識：

  • 體驗經濟概念：從產品、服務到感受價值
  • 從「人、文、地、景、產」的角度發掘地方特色
  • 旅遊興趣點（POI）的建立與路線設計
  • 地方承載力與永續旅遊管理
  • 社區營造與持份者協作

 

Date:               December 12, 2026 (Saturday)

Time:              0945 – 1300

Venue:            Room 705, 7/F, Jockey Club Tower, Centennial Campus, The University of Hong Kong

Quota:            Up to 80

Language:      Cantonese / Mandarin

Fee:                 Free

Application:   Click here [Will add sign up link] Priority will be given to applicants who are committed to join all the Masterclasses, Immersive Workshops, and the Village Tourism Case Challenge.

Enquiry:         XXX [Mimi will setup a project Gmail account] or (852) 6701-2172 / (852) 3910-2535

 

日期：           2026年12月12日（星期六）

時間：           0945 – 1300

地點：           香港大學百周年校園賽馬會教學樓7樓705室

名額：           最多80人

語言：           廣東話／普通話

費用：           免費

報名：           點擊這裡 [Will add sign up link] 願意參加所有大師課、沉浸式工作坊及鄉村旅遊案例挑戰者優先。

查詢：           XXX [Mimi will setup a project Gmail account] 或 (852) 6701-2172 / (852) 3910-2535

 

Rundown:

流程：[Chinese names and titles of all speakers to be added]

0930-0950

Opening Remarks

歡迎辭

0950-1010

Keynote Speech 1: Village Assets as Catalysts – Synergies among Conservation, Infrastructure, and Tourism

主題演講（一）：鄉村資產催化旅遊發展 – 保育、基礎設施與旅遊的協同作用

·         Professor Tang Man Bun, Stephen [hyperlink will add later], Head, Countryside Conservation Office

1010-1045

Keynote Speech 2: Village Tourism and Sustainable Food Systems

主題演講（二）：鄉村旅遊與永續食物系統

·         Dr Winnie Law [hyperlink will add later], Executive Director & Principal Lecturer, Centre for Civil Society and Governance, HKU

1045-1120

Keynote Speech 3: From Hidden Villages to Tourism Destinations – Developing Village Tourism as an Industry

主題演講（二）：從隱世鄉村到旅遊目的地 – 發展鄉村旅遊產業

·         Mr Paul Chan [hyperlink will add later], Co-founder and CEO, Walk in Hong Kong

1120-1130

Coffee Break

茶歇

1130-1255

Dialogue: Tourism Activity ´ Village Settlement

對談：旅遊活動 ´ 鄉村聚落

 

Turning Space into Experience – Moving Beyond the Common Perception of Village Tourism

從生活空間到文化體驗  – 擴闊鄉村旅遊想像

The charm of village tourism lies not only in the scenery but also in village lanes, old houses, kitchens, and fields. This discussion will explore how to transform village architecture, community life, local ingredients, traditional cuisine, and family memories into multi-layered travel experiences. When visitors engage through walking, observing, tasting, and communicating, the village becomes more than a check-in spot—it serves as an entry point to understanding the local community’s culture and values.

鄉郊旅遊的魅力，不只在於風景，也藏在村徑、老屋、廚房、農田之間。對談將以「空間」與「活動」為切入點，探討如何把村落建築、生活場景、地方食材、傳統飲食文化及家族記憶，轉化為有層次的旅遊體驗。當一條村的故事能夠從行走、觀看、品嚐到交流之中被感受，村落不單是遊人路過的「打卡點」，而是認識地方文化、社區關係與風土價值的入口。

 

Panellists:

嘉賓：

·         Ms NingYi Wong [hyperlink will add later], Founder of Out of the Cité

·         Mr Jan Chan [hyperlink will add later], Founder of HK Discovery

  • Mr Sampson Wong [hyperlink will add later], Lecturer and Author

Moderator:

主持：

·         Ms. Katie Chick [hyperlink will add later], Assistant Director, Centre for Civil Society and Governance, HKU

1255-1300

Wrap Up

總結