Geog Tourism

Topic: Is current marketed Destination Mix in Hong Kong sustainable to satisfy Mainland tourists’ needs?

Objective
To analyze whether the current major tourism attractions, which is promoted by the Hong Kong Tourism Board (HKTB) to mainland tourists –luxurious shopping, is attractive enough keep the group of mainland tourist coming to Hong Kong in the next decade.

  1. Understand the psychological reason behinds the current travel-shopping needs of the majority of mainland tourist.
  * The demographic segment of the travel-shopping travelers is middle-aged white-collar. They earn good income and can afford high-end items.
  * Self-esteem needs. They perceive luxury goods as symbols of high social status and they can gain respect because of holding the items.  
  * Motivation to travel: Luxury items is duty free in Hong Kong, cheaper than buying in Mainland
  * Impression to Hong Kong: just a shopping hub. Most are active in the regions of Mong Kok, Tsim Sha Tsui and Central these shopping regions.

  2. Emerging trend in mainland tourists’ travel needs and Hong Kong competitiveness compared to its counterparts.
  * Trend 1 : From esteem needs to self-actualization needs: Recent research shows mainland wealthy tourists have changed looking outside China for relaxation and excitement experience. They are tired of the shopping in Hong Kong and Macau.
  * Trend 2: From recreational travel to experience/experimental travel: Popularity of special-interest experiences or niche tourism, i.e. safari vacations to Kenya, organized small groups to New York to buy properties or to South Korea for cosmetic surgeries.  
  * Southeast Asia is popular among the young white-collar workers, who don't have the time or money to go as far as Europe.
  * The new generations would do their own research online, go beyond big buses of group tourists.

  3.   Analysis of the Hong Kong Tourism marketing campaign effectiveness
  * Travel Information search...