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

James Wong, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

147 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)401-410
Number of pages10
JournalTourism Management
Issue number4
Publication statusPublished - 1 Jan 2003


  • Hong Kong
  • Satisfaction levels
  • Shopping
  • Tourists

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


Dive into the research topics of 'Difference in shopping satisfaction levels: A study of tourists in Hong Kong'. Together they form a unique fingerprint.

Cite this