Evaluating museum visitor experiences based on user-generated travel photos

ABSTRACT

This research introduces online travel photos published on social media platforms as a complementary data resource to examine the behavior and experience of museum visitors. The practical value of online travel photos is demonstrated through a case study of popular Hong Kong museums, particularly by using the photo content and metadata available from the Flickr platform. The proposed approach is a generic method for understanding museum visitor behavior and preferences, and supports museum practitioners in developing improved products for visitors. The case study findings are particularly beneficial for tourism managers, especially those in Hong Kong, in promoting and attracting tourists to visit local museums.     

The Effect of Distance on Tourism in Hong Kong: A Comparison of Short Haul and Long Haul Visitors

This study reports on a pilot project examining the effect of distance on the profile and trip characteristics of vacation visitors to Hong Kong. Secondary data are used. The study reveals a clear long haul/short haul dichotomy in visitor profile and resultant behaviors in Hong Kong. Long haul tourists tend to be older, more affluent and view Hong Kong as a stop-over destination, whereas short haul visitors are younger, less affluent and see it as their main and only destination. The resultant socio-demographic and destination role differences translate into substantially different in-destination behavior patterns. The authors argue that these differences are, at least in part, a function of the discriminating effect that distance has on the ability of some people to travel to long haul destinations.     

The Effect of Cultural Distance on Tourism: A Study of International Visitors to Hong Kong

This study focuses on the impact of cultural distance on the behavior of international pleasure tourists who visited Hong Kong. It analyzes data drawn from the Hong Kong Tourism Board's Visitor Profile Report, and tests whether cultural distance has a similar impact on behavior as noted in previous studies examining physical distance. The study concludes that cultural distance exerts a modest impact on such attributes as demand, travel party composition, trip profile, behaviors, expenditure and satisfaction.     

Tour guide performance and sustainable visitor behavior at cultural heritage sites

Abstract

Using structural equation modeling, this study investigates how tour guide performance influences visitors’ sustainable behavior at cultural heritage sites by examining the mediating effects of visitor experience and satisfaction. The structural model was tested on a sample of 390 visitors at Petra Archaeological Park in Jordan. Tour guide performance was found to have a significant direct and indirect effects in enhancing visitor sustainable behavior. Moreover, the findings showed that visitor experience and satisfaction significantly mediates the relationship between tour guide performance and visitor sustainable behavior. This research contributes to our understanding of the tour guide role in maximizing visitors’ appreciation and enjoyment, and minimizing their negative impacts on heritage sites. Managerial implications are discussed in light of the empirical findings.     

Experiencing culture in attractions,events and tour settings

This paper develops a measurement scale for cultural experiences across different contexts, including attractions, events and tours, in Hong Kong. Four dimensions of experience (cognitive, conative, affective and novelty) are identified through structural equation modelling. The scale is applied to compare visitor- and context-related influences on the experience and on subsequent behavioural intentions. We find that the conative dimension of experience elicits the highest experience scores from visitors, but affective experiences are more significant in distinguishing between different experience contexts and visitor groups. The strongest experiences were attributed to event contexts, followed by tours, and finally permanent attractions. The experience is also enhanced when various sites are combined by visitors to provide a ‘destination journey’.     

Outdoor recreation expenditures and the effects of spatial structure

Abstract

Visitor expenditure models have been the focus of substantial attention in outdoor recreation research because of their significance in estimating local economic impacts. At the disaggregate level models have usually included simple measures of distance decay and variables representing the attributes of households and supply features. Scholars have ignored the differential effects that the spatial structure of opportunities might have upon expenditures. This paper presents an analysis of the effects of spatial structure upon visitor expenditures for outdoor recreation in Oklahoma. Analyses are presented which identify and differentiate the relative effects of spatial structure upon visitor expenditures and the alternative forms of spatial diversification behavior consistent with such expenditure patterns.     

User preferences for web site attributes: A study of the Hong Kong Disneyland

The Hong Kong Disneyland will be open in 2005 and the theme park is very likely to have an official web site. In order to determine the nature of a model/ideal official web site that would serve the promotional purpose, this study is conducted with two objectives. First, the study makes an attempt to understand the information types that the target markets, namely local Hong Kong residents, Western visitors and Chinese visitors, would like to have on the future Hong Kong Disney web site. Secondly, this research examines whether e‐ticketing is feasible for the web site. Using a questionnaire and a convenience sampling method, 198 responses were received. Empirical results indicate that the respondents all agreed that the suggested attributes should be listed in the web site. In addition, no significant difference was found among different groups of respondents on homepage information. However, significant differences were found among the interviewees’ views regarding products/services information, and ticketing information. To communicate effectively, the adoption of EDI (Electronic Data Interchange) is recommended in a value‐chain system for achieving successful e‐commerce.     

THEMEQUAL—Adapting the SERVQUAL Scale to Theme Park Services: A Case of Hong Kong Disneyland

Faced with keen competition in the theme park operating environment, operators have realized the necessity of maintaining a high standard of service quality in order to survive. Because of the scarcity of literature on theme park service quality, the present study adapts the SERVQUAL model and modifies it as the THEMEQUAL model to measure the gap between perceived service quality and expected service quality from visitors under the theme park setting. The Hong Kong Disneyland is selected due to its importance to the Hong Kong tourism industry. The impact of the dimensions of the model on visitor satisfaction is also examined. Results expressed visitor satisfaction in terms of physical environment, but signified dissatisfaction on employee performance. Among the six dimensions of the model, “responsiveness and access,” “assurance,” and “empathy” are the critical predictors of visitor satisfaction. Discussions on the findings are presented and managerial implications are explained in detail.     

香港赴澳门游客特征研究——与内地游客比较

本研究通过在澳门返回香港的轮船上以随机抽样调查的方式调查了香港到澳门旅游的游客348人.通过SPSS软件分析,揭示了香港赴澳游客的基本特征、行为模式和对澳门旅游设施的满意度.通过对比到澳门旅游的内地自由行游客和团客,本研究发现,香港游客同内地自由行游客的消费模式比较接近,同团客差距较大.本研究对预测内地游客未来的消费模式有较大的意义.     

Impact of distance on the arrivals,behaviours and attitudes of international tourists in Hong Kong: A longitudinal approach

This study revisits the impact of distance on international tourist behaviours in Hong Kong. This work divides and cross-validates the concept of distance into physical and cultural distance. This work also proposes an alternative cultural distance measure by introducing optimal weight amongst Hofstede's dimensions and then compares the proposed measure with the traditional Kogut and Singh's and Kandogan's measures. By using data from the Visitor Profile Report of the Hong Kong Tourism Board and the World Trade Organisation from 2002 to 2017, along with latent growth curve modelling, multivariate regression and panel data analysis, findings confirmed the significant role of physical and cultural distance. In addition, quadratic relationships are detected using cross-validation methods. The effect of physical distance on tourist demands clearly dominates that of cultural distance in the overall market. The problem of spurious correlation and the results of three cultural distance measures are also discussed.     

Alone with others: The paradox of privacy in wilderness

Attitudinal studies of wilderness visitors have indicated that people seek opportunities to limit interaction with other visitors so as to achieve privacy and solitude. This conventional interpretation of wilderness recreation was evaluated by comparing measures of visitor attitudes and social behavior in the backcountry of Yosemite National Park. Results show no association between visitor attitudes toward crowding and observed social interaction or behavior to avoid such social interaction. These findings suggest that subjective responses of visitors measured by questionnaires and interviews are often of debatable validity. Greater validity can be achieved by avoiding reliance on common‐sense interpretations in theory formulation and by employing multiple measurement techniques.     

Demand elasticity estimates for New Zealand tourism

Demand elasticities for New Zealand tourism are estimated for 16 different international visitor segments. Segments are differentiated by origin, purpose of visit, and travel style. Elasticities for both international visitor arrivals and on-the-ground expenditure per arrival are estimated for each segment using time-series data. In general, on-the-ground consumption per arrival is more price sensitive than number of arrivals, and Asian market segments are found to be more price sensitive, both in terms of arrivals and on-the-ground expenditure, compared to international visitors from other regions. An application of the results is presented giving the total effect of exchange rate changes on expenditure by international visitors in New Zealand, and management implications are discussed.     

How a green city brand determines the willingness to stay in a city: the case of Hong Kong

This paper studies how biophysical green resources can become brand dimensions that affect the willingness of non-local people to stay in Hong Kong. Based on the Green (Resource) Brand Hexagon (GBH), the green brand attributes of Hong Kong were tested with two samples: inbound visitors (n = 396) and outsiders, most of whom had not visited Hong Kong (n = 235). The results show that visitors have more diversified determinants than outsiders, with safety, accessibility, and the aesthetic value of parks and landscapes in particular increasing respondents’ willingness to stay in Hong Kong. Outsiders perceive that a pleasant experience in physical spaces is primarily relevant to their willingness to stay in Hong Kong for seeking employment and education. However, green brand attributes play only a small part in the views of both respondent groups, indicating the presence of non-environmental factors in the decision to stay in a city.     

A typology of memorable experience at Nelson Mandela heritage sites

This study examines cultural heritage tourism by identifying and segmenting heritage site visitors according to the aspects they define as necessary for a memorable heritage site experience. The research focusses on visitors to Nelson Mandela Heritage Sites and emphasises that the links between the attributes of a site and the visitors themselves are essential to understanding tourists’ willingness to pay to visit the mentioned sites. A typology of visitors that the authors labelled ‘auxiliary experience seekers, convenience experience seekers and comprehensive experience seekers’ (ACC) was used. The results revealed comprehensive experience seekers as the most critical market segment regarding the much significantly higher amount they are willing to pay when visiting Nelson Mandela Heritage Sites. This leads to a better understanding of aspects contributing towards a memorable heritage site experience as well as to visitors’ willingness to pay for such experiences. This study also provides further insight into cultural heritage tourism in general. Moreover, such segmentation was found as a useful research tool for producing a distinct visitor profile as well as how a memorable experiencing can be generated by suggesting diversified pricing at such sites.     

The evaluation of visitor experiences using the peak-end rule

ABSTRACT

As the peak-end rule suggests that the peak and the end moments are a better predictor of the overall evaluations of experiences than an average of the total experiences, the purpose of this study was to examine the role of the peak-end rule in predicting overall satisfaction with the visitors’ experiences. The data was collected from 187 visitors who participated in alleyway historical tour areas. The results of this study support for the peak-end rule of visitor experiences associated with travel and tourism behavior. The study also suggests distinct roles for the visitors’ positive experiences of enjoyment, happiness, and pleasure with the demographic variables to explain the visitor satisfaction. Additionally, the research finding implies that the visitor experiences were enhanced at the peak and end moments rather than at the most memorable episodes during the historical tour activities. Tourism practitioners may provide a range of meaningful opportunities and differentiated programs with the participants by identifying the relationships between the peak-end experience and visitor satisfaction. Future research can focus on investigating other important antecedents of individuals’ experiences, and identifying the complex nature of visitors’ perceptions and their relationships with their experiences.     

Profiling Asian and Western family independent travelers (FITS): An exploratory study

This study explored perceptual and behavioral differences in service quality, satisfaction, and intention to revisit between Asian and Western family independent travelers (FITs) and to profile each group by its demographic and vacation characteristics as well as its family vacation decision‐making modes. Qualified FITs (n = 183) from seven major source markets were interviewed in the departure lounge at the Hong Kong International Airport. Results indicated that, compared to Asian FITs, Western respondents were more likely to favorably evaluate service quality, be first time visitors, and be younger. However, they were less likely to return to Hong Kong for leisure. Most Western travelers shared all decisions together between spouses, whereas their Asian counterparts were more likely to report individual dominant decisions, especially for those trip specific decisions. Marketing implications and future research directions are discussed.     

Capital City Tourism

Abstract

This paper examines the concept of capital city tourism with reference to Wellington, the world's southernmost capital. Drawing on visitor survey data, interviews with providers, the analysis of marketing strategies and secondary statistics, the paper seeks to distinguish the ‘capital’ dimension from other aspects of tourism in the city and to consider this from the perspective of the visitors, providers and the destination marketing organization. Reflecting a range of functions-political, economic and symbolic-the ‘capital’ dimensions are shown to be multiple and often indirect. The capital city effect on the overall growth and nature of tourism in Wellington should not be overstated but scope exists to develop this unique selling point further.     

Indigenous tourism in Australia: understanding the link between cultural heritage and intention to participate using the means-end chain theory

ABSTRACT

Tourism is often suggested as a development strategy for Indigenous people while protecting their cultural and natural heritage. However, without actual visitor participation, the good intentions of tourism cannot be achieved. By using the means-end chain theory and adopting a convergent mixed-methods approach using photographs, this study seeks to identify the link between visitor perceptions about Australian Indigenous tourism attributes and their intention to participate on this type of tourism. Two Australian Indigenous tourism activities (short tour and performance), portraying both traditional and contemporary culture, at Cairns, Queensland were tested with 209 visitors. The results reveal that the attributes ‘history/art/culture’ and ‘local’ are perceptions linked to Indigenous tourism. The findings support previous studies by identifying that some participants associated Indigenous tourism with a traditional past; however, the majority of participants expressed a contemporary perception of Indigenous culture. These findings highlight the need for Indigenous tourism stakeholders to monitor and protect their historical and evolving cultural heritage (in particular intangible heritage) when engaging in Indigenous tourism. Cultural heritage could be susceptible to commodification and loss of authenticity in order to accommodate visitor expectations.     

Skills and Competencies Needed for the Hong Kong Hotel Industry

ABSTRACT

The tourism industry is one of the main sources of income to Hong Kong. If qualified employees provide better service, Hong Kong can potentially attract even more visitors. The training of new recruits and existing staff is therefore vital, but views on the value and the type of training vary amongst the stakeholders. This study of the views of hotel human resources managers revealed that they considered that people who were interested in developing their career in the hospitality industry must be prepared to start at the bottom. The hotel human resources managers strongly believe that employees must have a positive service-mind and commitment to the industry with a certain degree of working experience. Employers perceived these were important components to success for every member of staff, rather than having a good educational background. Such qualifications will raise the status of the hotel industry in general and enhance the status of the service providers as professionals.     

Understanding visitor–resident relations in overtourism: developing resilience for sustainable tourism

While almost all travel destinations seek to increase tourists, less attention is paid to balancing the growth in tourists against consequent visitor–resident irritants, which is essential if the objective is to make tourism more sustainable. Overlooking the carrying capacity of a destination is a common mistake committed when formulating travel visa policies. Overtourism is a term recently used to contextualize this potential hazard to many popular tourist destinations worldwide. One notable case in point is the “multiple-entry permit” policy implemented in Hong Kong which is causing conflicts between mainland Chinese visitors and Hong Kong residents. To investigate the overtourism phenomenon in Hong Kong we develop a hysteresis model. We hypothesized that ceteris paribus, the implementation of a “multiple-entry permit” policy would lead to an overwhelming growth in day-trippers and cause a permanently negative cointegrating relationship with residents’ sentiment. We confirmed our hypothesis by using the bound tests of Autoregressive-Distributed Lag models. Our findings suggest that policymakers should note that the deterioration in visitor–resident relations from overtourism may exhibit a significant hysteresis effect that will persist far beyond the original stimulus. “Developing resilience in tourism” and “exploring sustainable degrowth” are discussed as potential strategies for long-term tourism growth.