Activity Based Segmentation on Pleasure Travel Market of Hong Kong Private Housing Residents

Abstract

If selection of activity types like outdoor sports, entertainment and sightseeing by the travelling public is better understood, more efficient marketing planning strategies can be developed to suit target markets, attract new target markets or increase customer volume in off-peak periods. In the present study, activity based segmentation was used to identify four groups of Hong Kong private housing travellers. They were ‘Sightseeing,’ ‘Outdoor Sports,’ ‘Entertainment and Outdoor Activities,’ and ‘Friends/Relatives Visiting.’ Statistically significant differences among activity-based clusters were found in socio-economic, demographic and trip related variables. Results showed that activity segmentation was a viable approach and that implications existed for packaging and programming, training programmes and promotional materials when targeting the pleasure travel market of Hong Kong.     

成都国际旅游营销的市场细分与定位研究

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效.本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系.     

Lifestyle Segmentation in Tourism and Leisure

ABSTRACT

This article examines three different approaches to lifestyle segmentation in improving the quality of tourism and leisure marketing decisions in three separate cases. Tourism and leisure products are prototypical lifestyle purchase yet in many tourism research studies visitors are described by demographics or tourism behaviour only. These cases illustrate different approaches to lifestyle segmentation. Firstly, there are segmentation schemes based on external logic that can be broadly applied across a range of markets, including tourism and leisure. Alternatively, there are schemes that are based on a 'conversation' with the data and which rely on an internal logic within that data that may not transfer to other market contexts. Between these two lie schemes that apply external paradigms to specific datasets. The cases selected illustrate points along this spectrum.

The first case study examines the use by government tourism organizations of lifestyle segmentation 'bought in' from an external source. Here lifestyle segmentation data is collected from a representative sample of the Australian population as part of a commercial “single source” data set. The second case is based on a regional tourism study, which has utilized prior theory to develop its own lifestyle segmentation and at the same time related this to boarder characteristics of tourists in Tropical North Queensland. The third case examines the development of tailored lifestyle segmentation among 'event' spectators based on purely internal criteria unrelated to the broader population. These cases provide insight into the appropriate development and application of lifestyle segmentation and the use of the data by tourism and leisure managers. Managers may think about the type of lifestyle segmentation approach required based on how the segmentation scheme results need to be related to the wider market or population.     

Family Life Cycle and Cohort Effects:

This paper discusses various aspects of travel patterns with respect to the family life cycle (FLC). A modernized FLC is proposed which reduces the number of non-classifiable cases. Based on longitudinal data, the paper explores not only the dependence of destination choice, seasonality, choice of accommodation, and transportation on the FLC, but also differences between three cohorts. It is concluded that that the FLC affects travel pattern considerably, however, other influences such as the cohort effect should be given more consideration. It is argued that longitudinal approaches can be valuable additions to the commonly used cross0sectioanl inquires in market research and positioning.     

The Past,Present, and Future of Hospitality and Tourism Higher Education in Hong Kong

SUMMARY

Hospitality and tourism management programmes are widely available in Hong Kong. At present, there is no official publication on the history and development of higher education in hospitality and tourism management in Hong Kong. This paper aims to review the history and current status of hospitality and tourism higher education in Hong Kong, focusing on the programmes offered at sub-degree, degree, and post-graduate degree levels, and to explore future directions for its development.     

Market Segmentation in Time of Crisis

SUMMARY

The MICE sector (meetings, incentives, conventions, and exhibitions), has generated high foreign exchange revenue for the economy worldwide. In Thailand, MICE tourists are recognized as 'quality' visitors, mainly because of their high-spending potential. Nonetheless, Thailand's MICE sector has been influenced by a number of crises in the past since September 11, 2001. While a number of researchers have discussed the tourism market segmentation strategies during a crisis situation, less effort has focused on the MICE sector. Using Thailand as a case study, this research has adopted Seaton and Bennett's (1996, p. 31) concept of tourism market segmentation in order to understand the market segmentation strategy implemented by organizations in the MICE sector in time of crisis.     

A Lifestyle Segmentation Analysis of the Backpacker Market in Scotland

ABSTRACT

The purpose of the research outlined in this article is to provide a travel lifestyle segmentation analysis of one particular tourist group, commonly known as 'backpackers', who reside in Scottish Youth Hostel Association hostels. This research was undertaken due to the lack of understanding and knowledge of this market in the United Kingdom, specifically their needs, wants and motivations. Five cluster groups were uncovered in total: Typical Backpackers, Discoverers, Outdoors, Family Ties, and Routine Travellers. The aim of this article is to provide a wider understanding beyond the demographics of the backpacker and thus provide useful marketing and promotional advice for suppliers to the backpacker market. It also aims to contrast the Scottish backpacker market with findings in Australia, to determine whether cluster groups uncovered are similar in both countries.     

Sustainable Transport,Market Segmentation and Tourism: The Looe Valley Branch Line Railway,Cornwall, UK

This paper uses cluster analysis, a form of a posteriori market segmentation, to understand the attitudes of tourists and the local community towards using the Looe Valley Branch Railway Line. The research revealed five segments of users distinguished by their attitudes towards using the train. Following this, the paper discusses the implications of the survey findings for attracting more people to use the Looe Valley Line. It sets its findings in the context of the sustainable tourism aims of reducing transport congestion and emissions, as well as recent work on assessing the scope for sustainable transport development in the leisure and tourism markets.     

香港外游旅行发票印花管理的调研及其对广东的启迪

文章调研了香港实行外游旅行发票印花管理的实践 ,分析这一管理模式的作用与优势 ,探索了广东旅游市场管理制度借鉴这一模式改革创新的思路 ,并论证了其可行性。     

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 Importance of Hotel Attributes in Contributing to Travelers' Satisfaction in the Hong Kong Hotel Industry

Abstract

This study surveyed 402 international travelers to explore their satisfaction levels towards service and facility quality in three Hong Kong hotel market segments, High-Tariff A, High-Tariff B and Medium Tariff. Six perception dimensions were extracted from 33 hotel attributes by a factor analysis. All six dimensions had a significant impact on the overall satisfaction of travelers with service quality and facilities in the three Hong Kong hotel market segments. Quality of Staff Performance was the most influential factor followed by Quality of Room Facilities, Value for Money, Variety and Efficient Services, Business Related Services, and Safety and Security respectively. It was found that travelers had the lowest satisfaction level towards the Medium-Tariff hotel segment. By identifying the most influential hotel dimension in influencing travelers' satisfaction levels, hoteliers will be in an advantageous position to formulate tactics to meet the changing needs and expectations of travelers. Implementing human resources training that emphasizes the fact that service quality is part of each employee's job should have a significant impact on guest re-purchase intention. The importance of value segmentation cannot be overlooked by hoteliers. Travelers will continue to expect hotels to provide more value-for-money services and facilities and they are expected to shift their purchasing decision to an economic value basis.     

经济型酒店的产品创新与市场细分

经济型酒店经过快速扩张,已经形成了稳定的品牌个性和相对完善的网络建设,但是随着竞争的加剧,未来市场分化是必然趋势.以产品差异化为动力的经济型酒店的专营化发展可以避免同质化带来的价格竞争,并且将不同消费者的潜在需求转化为现实需求,从而形成细化的专业市场,使得经济型酒店产品形态更加丰富,市场发育更为成熟.     

Incorporating Both Positive and Negative Association Rules into the Analysis of Outbound Tourism in Hong Kong

This article presents a novel approach to data mining that incorporates both positive and negative association rules into the analysis of outbound travelers. Using datasets collected from three large-scale domestic tourism surveys on Hong Kong residents' outbound pleasure travel, different sets of targeted rules were generated to provide promising information that will allow practitioners and policy makers to better understand the important relationship between condition attributes and target attributes. This article will be of interest to readers who want to understand methods for integrating the latest data mining techniques into tourism research. It will also be of use to marketing managers in destinations to better formulate strategies for receiving outbound travelers from Hong Kong, and possibly elsewhere.     

Tourism and economic diversification in Hong Kong

Input-output techniques are used to assess the role of tourism in the economic diversification in Hong Kong. It is found that, in comparison with domestic manufacturing, the value-added content and labor productivity of tourism are relatively high, and tourism requires very little energy, not many laborers, moderate amounts of capital and appreciable amounts of skills, all of which are ideal in an environment of rocketing energy costs, rising wages, and fast growth with rapid accumulation of capital and skills. Moreover, the shares of tourism in GDP and total employment have been increasing due to decreasing leakage. On the demand side, the growth of tourist exports is more stable than many major commodity exports partly because tourism is less subject to import protectionism. Tourism is thus considered a prime choice in the current economic diversification of Hong Kong.     

A Comparison of International Travel Between an Emerging and a Mature Source Market

Little research has been published on the evolution of markets, but markets, like destinations, should evolve over time. A market's collective travel behavior should change as residents become more experienced international tourists. Market evolution may be triggered by rapid economic development. As Tourists become more experienced, their destination choice, travel patterns and package tour propensity should change. This paper compares the international travel patterns of similar source markets at different stages of their travel life cycles. Hong Kong can be considered as an established source market, whereas Macau is a rapidly emerging source market. The study identifies significant differences in destination choice, package tour propensity, long-haul travel propensity, motivations and behavior within destinations. The authors conclude the paper by offering a number of propositions about market evolution.     

The Perceived Importance of Job Attributes Among Foodservice Employees in Hong Kong Hotel Industry

Abstract

This study explored the perceived importance of fourteen job attributes among foodservice employees in Hong Kong hotels. The study identified that Pay was ranked as the most important job attribute, followed by Fringe Benefits, then Advancement and Promotion, respectively. Status, Job Autonomy, Skill Utilization, and Supervision were the attributes ranked as having the lowest importance. Four factors were derived from the fourteen job attributes: Intangible Job Context, Employee Development and Skill Utilization, Remuneration Packages and Workplace, and Intangible Work Rewards. Results of ANOVA indicated that the four factors varied significantly related to the employees' Education Level, Income Level, Position, and Type of Hotel. Implications for future studies of job attributes were discussed.     

Hospitality Employees' Empowerment in Hong Kong and the Chinese Mainland

Abstract

This paper reports on a research project investigating the current and potential existence, implementation and levels of training in empowerment management styles in five international hotel groups in Asia. Initial findings suggest that empowerment is not going to be used as a management style in China for a long time. Reasons for this seem to be authoritarian management styles, culture, higher than average staff/customer ratios, employees who are not trusted, and an environment which discourages risk taking. However, in the East meets West culture of Hong Kong empowerment is starting to be introduced to a selection of staff in several international hotel chains.     

乡村旅游开发土地收储阶段居民意愿特征与细分机制——基于扎根理论的研究

作为土地增值收益再分配过程的土地收储,不断导致乡村旅游开发中各利益主体间的矛盾与冲突。识别居民对土地收储意愿态度特征及其作用机制,不但有助于乡村旅游开发土地收储的顺利进行,更对维持乡村社会稳定具有重要意义。文章以河北W村为例,采用扎根理论对非参与式观察和深度访谈法获取的536条数据资料进行层级编码分析,探析乡村旅游开发土地收储阶段居民征地意愿及其特征。研究发现,居民在土地收储阶段的意愿会依据个体条件产生差异化价值需求,并根据需求的被满足程度形成积极响应、条件支持、矛盾屈从和顽强抵抗4种典型形态。通过扎根理论形成的条件-需求-意愿作用路径,可对意愿细分形成原因进行阐释,其本质是人地关系地域系统中地理环境影响人行为选择的一种具体表现。     

Understanding Travel Constraints Among the Elderly in Hong Kong: A Comparative Study of the Elderly Living in Private and in Public Housing

This study aims to test the influence of constraints on travel of the elderly in Hong Kong and to compare perceived travel constraints of Hong Kong seniors in public and in private housing based on the hierarchical leisure constraints model. Face-to-face questionnaire interviews were conducted from December 2013 to April 2014. A total of 415 participants completed the interview successfully. Despite sharing the similar factor structure of the leisure constraints model, the two groups varied significantly in travel behavior, six constraint items, and seven regression paths.     

Air Quality in Hong Kong: A Study of the Perception of International Visitors

This paper reports on a study of the views of 1304 international travellers about their perception of air quality in Hong Kong. Findings indicated that the respondents generally did not perceive the air quality in Hong Kong as a concern when they chose to travel; they had a neutral view of this issue. However, after their visit they considered Hong Kong's air quality in both indoor and outdoor environments as worse than in their home countries. Many visitors were willing to pay an additional departure tax to fund improvements. The findings of this study have implications for decision-makers in formulating more sustainable planning policies to deal with this important environmental issue.