Important Hong Kong shopping mall characteristics as perceived by tourists

The retail industry has long been one of the economic pillars of Hong Kong. Within the retail sector, shopping malls play a dominant role in making Hong Kong a "shoppers' paradise." Each year, millions of tourists visit various popular shopping malls. However, little attention has been paid by management to the needs of tourists in terms of mall design, layout and facilities. This study investigates the attributes of shopping malls perceived to be important by tourists to Hong Kong. The findings from a survey of 162 international tourists indicate that "Language ability of customer service staff" is ranked the most important, followed by "Cleanliness of the mall" and "Accessible by public transport." Significant differences are found between demographic variables, such as gender, age and nationality, and shopping mall attributes. The implications of the findings are discussed and directions for future research are suggested.