Important Hong Kong shopping mall characteristics as perceived by tourists

Vincent C.S. Heung, Deniz Kucukusta Seyidir

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review


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.
Original languageEnglish
Title of host publicationCurrent Issues in Hospitality and Tourism Research and Innovations - Proceedings of the International Hospitality and Tourism Conference, IHTC 2012
Number of pages5
Publication statusPublished - 5 Oct 2012
EventInternational Hospitality and Tourism Conference, IHTC 2012 - Kuala Lumpur, Malaysia
Duration: 3 Sep 20125 Sep 2012


ConferenceInternational Hospitality and Tourism Conference, IHTC 2012
CityKuala Lumpur


  • Hong kong tourists
  • Perceived important characteristics
  • Shopping mall

ASJC Scopus subject areas

  • Management of Technology and Innovation
  • Strategy and Management

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