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The relevance of profiling travel activities for improving destination marketing strategies

Rob Law (Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Catherine Cheung (Lecturer, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Ada Lo (Lecturer, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 October 2004

Abstract

Recent economic progress has led to most Hong Kong residents having a high disposable income, and hence the high propensity to travel. Although there are many published articles studying the inbound tourism industry in Hong Kong, the examination of Hong Kong's recent outbound tourism industry has largely been overlooked by tourism researchers. This paper examines Hong Kong travellers’ perceptions of the importance of travel activities. Using a descriptive statistical approach, experimental results indicate that Hong Kong travellers perceived visiting friends/relatives and dining as the most important activities, whereas outdoor sports was perceived as the least important activity. Also discusses the destination marketing issues, and suggests that destinations should concentrate their efforts on the right marketing strategies.

Keywords

Citation

Law, R., Cheung, C. and Lo, A. (2004), "The relevance of profiling travel activities for improving destination marketing strategies", International Journal of Contemporary Hospitality Management, Vol. 16 No. 6, pp. 355-362. https://doi.org/10.1108/09596110410550798

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited