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Tourists' satisfaction levels and shopping preferences under the solo travel policy in Hong Kong

Tourists' satisfaction levels and shopping preferences under the solo travel policy in Hong Kong 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Tourists' satisfaction levels and shopping preferences under the solo travel policy in Hong Kong

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020810889308
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Fashion Marketing and Management – Emerald Publishing

Published: Jul 11, 2008

Keywords: Shopping; Fashion industry; Travel; Consumer behaviour; China; Customer satisfaction

References

  • Pre‐season stocking and pricing decisions for fashion retailers with multiple information updating
    Choi, T.M.
  • Money back guarantee in retailing: matching products to consumer tastes
    Davis, S.; Gerstner, E.; Hagerty, M.
  • Perception of US branded apparel in Shanghai
    Delong, M.; Bao, M.; Wu, J.; Chao, H.; Li, M.