The marketing of Hong Kong tourism industry : a study of tourist perception and travel motivation

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The marketing of Hong Kong tourism industry : a study of tourist perception and travel motivation

 

Author: Wong, Wai-yin Joyce
Title: The marketing of Hong Kong tourism industry : a study of tourist perception and travel motivation
Degree: M.Sc.
Year: 1997
Subject: Tourism -- China -- Hong Kong -- Marketing
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Pages: x, 132 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1403633
URI: http://theses.lib.polyu.edu.hk/handle/200/4838
Abstract: Being the second largest foreign exchange earner, the tourism industry is playing an important role in the Hong Kong economy. To better understand the position of Hong Kong as a travel destination, this study attempted to look at the comparative position of Hong Kong among the other six selected Asian destinations. Different issues on the tourist perception of Hong Kong were also discussed. Comparison was made between different groups of tourists to identify the difference in perception among the males and females, Asians and Non-Asians, travellers who reside in and who reside outside Asia and also travellers who had visited and who had not visited Hong Kong before. Moreover, this study identified the travel motivations of the overseas tourists. Correlation and regression statistical techniques were used to study the correlation between tourist perception of Hong Kong, the travel motivation and the intention to visit Hong Kong. With reference to the research findings and their implications, discussion was made on whether the image of Hong Kong can address to the underlying motivation of the tourists; and if the desired image of Hong Kong is well-received by the tourists or if there are gaps between the desired projected image and the actual perceived image.

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