A Study of Tourist Satisfaction Level towards Shopping in HK

Abstract

Tourist shopping revenue makes a great contribution to the Hong Kong economy. However, the movement "occupy central with love and peace" (OCLP) generated Hong Kong social chaos, then contradictions caused by the "boatman" problems and in April 2015 began to tighten visa policy both affected the number of mainland tourists to Hong Kong. Few empirical researches are carried on the topic of tourists’ satisfaction based on this change. The specific purpose of the study is to investigate to what extent that tourists are satisfied with shopping in Hong Kong since 2015, and to identify the factors that influence tourists’ satisfaction towards shopping in Hong Kong. Through this study, it aims to help tourism shopping marketers better understand their customers, and shopping planner can tailor-make appropriate marketing strategies in catering these tourists.