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

Man Wah (Vanessa) Yeung, Seong Seop Kim, Markus Rolf Schuckert

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)730-741
Number of pages12
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 12 Jun 2016


  • behavior
  • image
  • Japanese
  • preference
  • shopping

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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