Author: Lam, Wai-ling
Title: Why tourists do not visit outlying islands in Hong Kong
Degree: M.Sc.
Year: 2006
Subject: Hong Kong Polytechnic University -- Dissertations
Tourists -- China -- Hong Kong
Islands -- China -- Hong Kong
Department: School of Hotel and Tourism Management
Pages: x, 57 leaves ; 30 cm
Language: English
Abstract: Understanding factors affecting decision making of travelers on choice of attractions will help in developing appropriate marketing strategies to the target segments. Similarly, understanding the rationales of non visit can also help to develop marketing strategies to capture the market opportunities that non-visiting may represent. Outlying islands in Hong Kong have been aggressively promoted and marketed by various stakeholders to attract visitation by tourists, but, the result is still disappointing. To have a better understanding about the profiles, characteristics, behaviors and rationales of non outlying islands visitors, this study was designed to explore the reasons why tourists do not visit outlying islands, and to explore whether there are any differences between motivations, attractions visited, satisfaction and trip characteristics as well as socio-demographic characteristic of outlying islands visitors and non-outlying islands visitors. A survey was conducted with 669 tourists to Hong Kong. The results show that lack of time, awareness and interest as well as plans made prior to departure to visit other attractions were the major reasons why tourists did not visit outlying islands. Though complementary tour, shorter tour / trip duration and provision of regular ferry services between islands are top three incentives that can motivate tourists to visit outlying islands, it is difficult to provide in reality. Shifting the target audiences to local westerners and repackaging outlying islands as eco and cultural attractions as well as focusing promotional message in overseas media may be far more practical to stimulate visitation.
Rights: All rights reserved
Access: restricted access

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