Author: Wan, Sze-mei
Title: Are traditional festivals tourism attractions? : a case study in Hong Kong
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- China -- Hong Kong
Festivals -- China -- Hong Kong
Department: School of Hotel and Tourism Management
Pages: v, 93, 5, 3, 3 : ill. ; 30 cm.
Abstract: In spite of the fact that traditional festivals provide opportunities for visitors to experience unique local cultures and traditions, most were not established originally with tourism in mind. However, over time, many have been promoted as attractions by local tourism marketing organizations. The purpose of the study was to assess the tourism potential of traditional festivals. Through the analysis of the attraction's hierarchy model and the tourist attraction system, the study concluded that the traditional festivals tended to be lower order attractions, that are highly substitutable with other activities but with low impact on tourists already in the destination by convincing them to extend their stay. Moreover, they exert with little influence in the travel decision making. These festivals only attract tourists from a narrow niche of first-time, longer stay and long haul tourists who were interested in learning about the host community's culture. Most people are unaware of the festival prior to arrival in Hong Kong. Attraction's system theory suggests that in-destination markers are ineffective in creating sufficient interest in many cultural attractions. Instead, awareness creation in the home country prior to departure generates greater use levels. However, the costs of promoting short duration festivals, when weighed against the costs of other promotional activities for longer duration events is prohibitive.
Access: restricted access

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