Factors affecting outbound tourists' destination choice: The case of Hong Kong

Basak Denizci Guillet, Andy Lee, Chun Hung Roberts Law, Rosanna Leung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

22 Citations (Scopus)


Trip expenditure, length of stay during the trip, size of the travel party, monthly household income, discovering new places and/or things, and getting away from daily routine, role, obligation, stress and troubles have significant influence on Hong Kong residents' destination choice. Hong Kong residents' destination choice is highly associated with trip characteristic in comparison to socio-demographics and travel motivation factors. Destinations close to Hong Kong can focus on packaging their products with shorter trip lengths and making the packages attractive to travel companions in addition to the travelers. Destinations that are relatively far away from Hong Kong should focus on packaging their products to attract the Hong Kong outbound travelers with longer trip lengths and plan activities that cater to individual needs.
Original languageEnglish
Pages (from-to)556-566
Number of pages11
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 1 Jul 2011


  • Destination choice
  • Hong Kong
  • Residents
  • Travel

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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