Japanese Tourists to Hong Kong: Their Preferences, Behavior, and Image Perception

ABSTRACT: This study aimed to determine whether, in accordance with socio-demographic and travel-related variables, there are differences in Japanese tourists’ preference, behavior, and perception of Hong Kong as a tourist destination. Diverse interesting results were revealed. Leisure group showed a higher preference than a non-leisure group for package tours, shopping, and participating in indoor activities. Male tourists showed more generosity in giving tips and a greater preference for shops with a “Quality Tourism Scheme” accreditation. A first-visit group showed the highest level of preference for shopping, spending more money than frequent-visitor groups. Hong Kong cultural and festival events were regarded as attractive tourist activities by one who had revisited Hong Kong three times or more even though the Japanese market is considered a tourist cohort that prefers shopping.