Difference in shopping satisfaction levels: A study of tourists in Hong Kong

Since the handover of sovereignty of Hong Kong to China and the financial turmoil experienced in 1997, the retail trade in Hong Kong has undergone a major restructuring. As sales to tourists account for more than 2% of the Gross Domestic Product of Hong Kong, it is beneficial to investigate the shopping satisfaction levels of visitors to Hong Kong. This study aims to explore travellers' expectations and perceptions of shopping in Hong Kong, compare the responses of Asian and Western travellers and recommend possible actions that would improve the position of the retail trade in Hong Kong. An analysis of the results revealed that significant differences exist between the expectations and perceived satisfaction of the seven tourist groups studied for service quality, quality of goods, variety of goods and price of goods. It was also noted that Western travellers were more satisfied with almost all the individual attributes than were Asian travellers. In the light of these empirical findings, theoretical and practical implications are discussed.