Factors Affecting Destination Choice for Hong Kong University Students

Running head: TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
An investigation of the factors affecting the destination choice when taking overseas holidays of
local University students in Hong Kong
Name of the student:
Name of the university:
Author note:

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Table of Contents
Chapter 1- Introduction....................................................................................................................4
1.1 Introduction:..........................................................................................................................4
1.2 Background of the study:.......................................................................................................5
1.3 Research Rationale:...............................................................................................................6
1.4 Significance of the research:..................................................................................................7
1.5 Research aim:.........................................................................................................................8
1.6 Research objective:................................................................................................................8
1.7 Research question:.................................................................................................................9
Chapter 2- Literature review......................................................................................................10
2.1 Introduction:........................................................................................................................10
2.2 Conceptual framework:.......................................................................................................11
2.3 Characteristics of travelers:.................................................................................................11
2.4 Destination loyalty and travel and motivation:....................................................................13
2.5 Travel motivation and destination selection:.......................................................................14
2.6 Travel mode:........................................................................................................................15
2.7 Travel intension among tourists:.........................................................................................16
2.8 Distance related temporal change:.......................................................................................17
2.9 Expectation and attitude among tourists:.............................................................................18
2.10 Spending attitude among travelers:...................................................................................20
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2.11 Shopping preferences among travelers:.............................................................................21
2.12 Demography among international tourists:.......................................................................21
2.13 Gap in literature:................................................................................................................22
References:....................................................................................................................................23
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Chapter 1- Introduction
1.1 Introduction:
The trend of travel and tourism is increasing rapidly over the past few years. This sector
has a major contribution on the both the national and global economy. Vellas (2016) commented
that it is imperative to note in this context that the trend of both inbound and outbound tourism is
drastically increasing among the tourists. It has been observed that, the tourists from Hong Kong
has become highly intended to visit abroad in order to spent their leisurely time. It is being
expected that, the rate of outbound tourism among the Hong Kong’s will be increased by 100
million by 2020. Khan et al. (2017) stressed on the fact that the inclusion of individual visit
scheme is acting as a driving force among the tourists to visit overseas. According to the report
published by World Tourism Organization, the market share of the Hong Kong’s travelers has
been increased by 5.2% in between 1995 to 2009.
As discussed by Absalyamov et al. (2019) the uncertainties in the political environment,
intense thrust for travelling and strong socio-economic condition are some of the major factor,
leading the citizens to visit overseas to spend their leisure time. It is evident from the research
that in the context of international travel, Hong Kong is the largest market, contributing wide
range of revenue. It has been observed that, since 2014, Hong Kong remains the largest source of
market in compared to US. Boniface et al. (2016) observed that in this year, the travelers from
Hong Kong have spent 67.5 for international travel. Both economic and demographic factors
play a major role in terms of leading the citizens to travel overseas in order to spend leisurely
time.
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1.2 Background of the study:
Over the past few years, Hong Kong is experiencing major economic growth. Being the
autonomous territory of China, the economic growth along with the GDP per capita of King
Kong is increasing in a drastic manner. Mason (2015) showed that currently, Hong Kong is
being considered as BRIC economy, which is regarded as the largest market across the globe. In
addition, the income level of the middle class people of China is also increasing drastically. In
between 2003 to 2013, the rate of GDP per capita has been accelerated by 5.5%. It is worthy to
mention in this context that due to higher rate of per capita, it is being expected that the rate of
income will continue to grow rapidly. Peng et al. (2015) opined that this higher income level is
playing a major role for the middle class people to afford overseas leisure travelling.
It has been reported that, the average income level in China is $20,000. Such higher
income level is making it easy for them to spend on outbound travelling. Timothy (2016) put
stress on the fact that majority of the citizens of Hong Kong belong from middle- to upper-
income classes, who are more intended towards long haul travelling overseas. Recently, Hong
Kong is being considered as the largest market of tourist. In addition, prompt advancement in the
field of tourism and technology is also playing a pivotal role for the Citizens of Hong Kong to
frame their decision related to travelling. It has been reported that, during 2016, the rate of
outbound tourism among Hong Kong’s residents was 17.24. Gardiner and Kwek (2017) shaded
light on the fact that these people are becoming highly demanding in the contemporary times.
Higher income level is playing a pivotal role for the citizens to spent considerable amount
towards outbound travelling.
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1.3 Research Rationale:
Backer and King (2015) perceived that the range of affluence is growing rapidly among
the citizens of Hong Kong. In addition to that, the prompt advancement of internet and
technology is also playing a pivotal role for them to access necessary information and frame their
travelling decision accordingly. The world tourism is experiencing drastic change over the past
few years, due to increased preferences among the customers. In addition, Holden (2016) also
observed that lack of strict policies and regulations during 21st century is also diversifying the
demand of the customers, which is creating profound changes in the market. During 2014, the
total number of outbound tourists from Hong Kong was 100 million. Shifting pattern of demand
is the major factor, influencing the Hong Kong’s citizens towards overseas travelling. It is
worthy to mention in this context that, it is the latest trend among the Hong Kong’s citizens to
attain personalized, convenient and efficient service. There lies the reason, for which they prefer
more towards overseas tourism.
Based on the perception of Lenzen et al. (2018), it is evident that Hong Kong’s citizens
also perceive that, traveling is one of the major modes of enjoying than that of shopping and
purchasing a product. This perception is also acting as a driving force behind the people towards
overseas tourism. Researchers are showing that, the rate of spending among the Hong Kong’s
citizens towards international tourism is US$25.5 billion. As discussed by Prebensen et al.
(2018) the destinations, which the Hong Kong’s citizens visit mostly are Japan, Australia and
Thailand and the rate of tourist, visited these places are 21.3% to 2.23 million, 13.8% to 282,100
and 9.5% to 820,000 respectively (Media-outreach.com. 2019).
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