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

Shuk‐Ching Liu (Business Division, Institute of Textile and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)
Tsan‐ming Choi (Business Division, Institute of Textile and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)
Wing Tak Lee (Business Division, Institute of Textile and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 11 July 2008

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

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited