How do tourism incentive campaigns affect tourists' intentions after COVID-19: The Case of the “Hello Hong Kong” campaign

The development of tourism incentive campaigns is crucial to the recovery of the destination tourism industry in the post-pandemic era. This research examines the influence of the tourism incentive campaign on tourists' travel intention based on the case study about tourists' perspective of “Hello Hong Kong". Sixteen individuals residing in China were interviewed to explore what the tourists know about the campaign, find out the attributes that attract them to visit, and explore whether the campaign stimulates tourists' intention to visit Hong Kong after COVID-19. The findings show that public awareness of the campaign is limited; most informants have yet to hear of this campaign, and few tourists only get essential information from the news. Three domains, namely emotional connection, information delivery, and deals with seven themes, were found as the attributes of tourism incentive campaigns to stimulate tourists' intention. In terms of the effectiveness of “Hello, Hong Kong”, the friendly attitude conveyed by the government through the campaign's content gives visitors a good impression of the destination image, which impacts tourists' intention to visit. In addition, the new image of Hong Kong promoted by the campaign also attracts tourists after the pandemic. However, the miscellaneous access process and the limited value of “Hello, Hong Kong” incentive offers have resulted in an overall failure to stimulate tourists' visit intention.