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Individual Tourists from the Chinese Mainland to Hong Kong: Implications for Tourism Marketing in Fashion

Author

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  • Shuk-Ching Liu
  • Tsan-Ming Choi
  • Raymond Au
  • Chi-Leung Hui

Abstract

Since the implementation of the Individual Visit Scheme (IVS), the number of tourists from the Chinese Mainland (CM) to Hong Kong (HK) has increased dramatically. These IVS tourists have huge consumption power and account for 50–70% of the total sales revenue of many HK fashion retailers. In this context, the authors explore the consumer attitudes and preferences of the IVS tourists. Based on a random sampling method involving over 2,000 CM tourists, a questionnaire survey was conducted. The findings show that IVS tourists have complex attitudes towards higher-end brands and their extended products. Moreover, statistically significant results are found in relation to: the comparison of HK consumers with IVS tourists; the analysis of gender attitudes; and the regional analysis. Company interviews have been conducted and specific managerial insights are presented.

Suggested Citation

  • Shuk-Ching Liu & Tsan-Ming Choi & Raymond Au & Chi-Leung Hui, 2011. "Individual Tourists from the Chinese Mainland to Hong Kong: Implications for Tourism Marketing in Fashion," Tourism Economics, , vol. 17(6), pages 1287-1309, December.
    • Handle: RePEc:sae:toueco:v:17:y:2011:i:6:p:1287-1309
    DOI: 10.5367/te.2011.0090
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    References listed on IDEAS

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    1. Babakus, Emin & Yavas, Ugur, 2008. "Does customer sex influence the relationship between perceived quality and share of wallet?," Journal of Business Research, Elsevier, vol. 61(9), pages 974-981, September.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    3. María Santana-Gallego & Francisco J. Ledesma-Rodríguez & Jorge V. Pérez-Rodríguez, 2010. "Exchange Rate Regimes and Tourism," Tourism Economics, , vol. 16(1), pages 25-43, March.
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    Cited by:

    1. Bin Shen & Tsan-Ming Choi & Chris Kwan-Yu Lo, 2015. "Enhancing Economic Sustainability by Markdown Money Supply Contracts in the Fashion Industry: China vs U.S.A," Sustainability, MDPI, vol. 8(1), pages 1-14, December.

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