Comparing Mainland Chinese Tourists' Satisfaction With Hong Kong and the UK Using Tourist Satisfaction Index 基于旅客满意指数比较中国大陆旅客对香港和英国的满意度

Li Gang, Haiyan Song, Jason Li Chen, Doris Chenguang Wu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

This study aims to assess Mainland Chinese tourists’ satisfaction with the UK and Hong Kong using a Tourist Satisfaction Index (TSI) approach. Based on a survey with Mainland Chinese tourists in the UK who also visited Hong Kong recently, this study computes the overall destination TSIs and sectoral TSIs for both Hong Kong and the UK. The results suggest that, overall, Mainland Chinese tourists were more satisfied with Hong Kong than with the UK as their travel destination. With respect to individual service sectors, Mainland Chinese tourists were more satisfied with six out of the seven surveyed tourism-related service sectors in Hong Kong than their counterparts in the UK. Visitor attractions, hotels, and local tour operators show the most significant contribution to Mainland Chinese tourists’ overall satisfaction evaluation in both destinations. These findings suggest that Hong Kong’s tourism industry as a whole is more competitive than that of the UK as far as Mainland Chinese tourists are concerned. Cross-cultural perspectives should be adopted in tourism service operations at an international tourist destination.
Original languageEnglish
Pages (from-to)373-394
JournalJournal of China Tourism Research
Volume8
Issue number4
DOIs
Publication statusPublished - 20 Nov 2012

Keywords

  • Tourist satisfaction index
  • Chinese tourists
  • structural equation modeling
  • Hong Kong
  • UK

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