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The general consensus among marketers is that the People's Republic of China will have an enormous impact on the world's economy. However, much of this discussion is centred on China's strength as a centre of manufacturing and exports. The increase in affluence in pockets of China's 1.3 billion residents has also been the focus of firms interested in this large and virtually untapped consumer market. However, relatively little attention has been given to this market as potential sources of tourists. The purpose of this study was to profile the important visitor segments from mainland China who had previously visited, had the intention to visit or desired to visit Hong Kong -a destination traditionally priced and positioned for Western markets. Based on a sample of 470 Chinese from three cities in the mainland, the distinctive characteristics of tourists who had previously visited Hong Kong and who had strong intentions or interest to visit in the future were identified. It is hoped that this information will help tourism marketing professionals not only gain insights as to the potential of China as a source of visitors, but also highlight a useful approach to the market segmentation process.

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“…Third, why do they buy the product or service? The answer to this question is one's competitive advantage (Dobbins and Pettman, 1998).…”

Section: The Market Segmentation Processmentioning

confidence: 99%

Segmenting mainland Chinese residents based on experience, intention and desire to visit Hong Kong

Hsu

Crotts

2006

Journal of Tourism Research

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“…Why do they buy the product or service? The answer to this question is one's competitive advantage (Dobbins and Pettman, 1998). Each segment is generally considered to have unique interests, needs, expectations, and often socio-demographics characteristics that can be focused on in promotional campaigns and tourism product development.…”

Section: Introductionmentioning

confidence: 99%

Gastronomy Tourism

Kivela

Crotts

2005

Journal of Culinary Science & Technology

213

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The existing literature supports the view that there is a connection between tourism and gastronomy. However, there is little empirical evidence, to show for example, whether or not there is a gastronomy-tourism market segment. Or, does destination's gastronomy contribute to the tourists' quality of experiences while visiting the destination? And, do tourists return to the destination to resample its cuisine?This study was undertaken in Hong Kong which, according to some is a city-destination that offers unique and diverse gastronomy. The results of the study provide evidence, suggesting that motivation to travel for gastronomy reasons is a reasonably valid construct for use for market segmentation purposes. Also, the results of the data analysis reveal that gastronomy plays a major role in the way tourists experience the destination, and indicate that some travellers would return to the same destination to savour its unique gastronomy.

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