Factors Correlated with Visitors’ Interest in the Best International Show: Evidence from Hong Kong Arts Festivals

The key objective of this empirical study is to determine and analyze the demographic, attitudinal and behavioral factors that could significantly correlate with international visitors’ interest in the Best International Show, which had taken place at the Hong Kong Arts Festivals. A total of 129 samples were drawn randomly from both the male and female international visitors, who participated in that international arts and festival show in Hong Kong. The study used paired samples t-test and descriptive statistics as analytical techniques to achieve the key objective. The estimated correlation coefficients obtained through t-test and the corresponding levels of significance reveal that Latvian National Opera: Lady Macbeth of Mtsensk and Northern Sinfonia and Chorus are the two most attractive show performances, which have been positively as well as significantly (P=0.05) correlated with international visitors’ interest in the Best International Show. Interestingly, as confirmed by the paired samples t-test, no demographic factors of the international visitors were found to be correlated with their interest in the Best International Show. Thus, policies and strategies, which will promote and improve the quality of the above two show performances, are to be taken in order to attract more international visitors to the Best International Show. While the main limitation of this study lies in the use of a small sub-set of samples, future research could overcome this by interviewing a large number of international visitors.