Hong Kong as a Travel Destination: An Analysis of Japanese Tourists’ Satisfaction Levels, and the Likelihood of Them Recommending Hong Kong to Others

Summary The Japanese market is one of Hong Kong's major tourism markets, contributing significant numbers of inbound travelers and tourism receipts to the Hong Kong tourism industry. Nevertheless, this sector has dropped drastically since early 1997. In order to retain the potential Japanese market, and as a first step, this study examines the satisfaction levels of the Japanese tourists toward Hong Kong as a travel destination in terms of 31 travel attributes. Of these 31 travel attributes, Overall accessibility of Hong Kong' appears to be the top satisfaction attribute perceived by Japanese tourists. The 31 travel attributes are then factor analyzed into eight dimensions: ‘People’; ‘Overall Convenience’; ‘Price’; ‘Accommodation and Food’; ‘Commodities’; ‘Attractions’; ‘Culture’; and ‘Climate and Image.’ Multiple regression analysis was applied to examine the relative impact of each of the travel dimensions in affecting Japanese tourists’ overall satisfaction with Hong Kong, as well as the their likelihood of them recommending Hong Kong to other people. Results reveal that ‘Accommodation and Food’ exert the most influential impact on both of the dependent variables.

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