Assessing Tourists’ Satisfaction with Shopping in the Hong Kong Special Administrative Region of China

Tourism contributes significantly to Hong Kong’s economy. Tourists spend about 50% of their money on shopping. This study aims to identify the satisfaction attributes of shopping and assess their relative importance in affecting the satisfaction levels of tourists. Two hundred tourists were interviewed. The results indicate that of the 15 attributes identified, tourists were most satisfied with “lighting and physical setting of shops,” followed by “window display of shops” and “opening hours of shops,” and were least satisfied with “product reliability.” Using factor analysis, four shopping dimensions were identified from the 15 shopping attributes: Tangibles Quality, Staff Service Quality, Product Value, and Product Reliability. Results of multiple regression analysis reveal that Staff Service Quality has the most important effect on tourists’ levels of satisfaction with shopping in Hong Kong, followed by Product Value and Product Reliability.