Tourists' satisfaction levels and shopping preferences under the solo travel policy in Hong Kong
Abstract
Purpose
This paper aims to study the shopping preferences of the mainland Chinese travelers who visit Hong Kong under the solo travel policy (STP), and identify the differences between their expected and actual satisfactory levels towards fashion retailers in Hong Kong.
Design/methodology/approach
An empirical research method with surveys was employed. Statistical methods, such as the paired t‐test, were used to analyze the data.
Findings
A significant difference between the respondents' actual shopping satisfactions and their expectations was found for several factors. Some shopping preferences and spending patterns of the STP travelers were identified.
Research limitations/implications
Owing to resource constraints, the data were collected at a few locations only. This is a major research limitation of this study.
Practical implications
The research findings can help fashion retailers to understand better the needs of STP travelers from mainland China. Some specific recommendations are given and managerial insights are generated.
Originality/value
This paper undertakes empirical research to study mainland tourists' shopping behavior towards Hong Kong fashion retailers under the STP. This study is one of the first research works exploring this area.
Keywords
Citation
Liu, S., Choi, T. and Tak Lee, W. (2008), "Tourists' satisfaction levels and shopping preferences under the solo travel policy in Hong Kong", Journal of Fashion Marketing and Management, Vol. 12 No. 3, pp. 351-364. https://doi.org/10.1108/13612020810889308
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited