Shopping Tourism in Hong Kong Item Page Essay

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Shopping Tourism in Hong Kong

Item Page Number

Tourism in Hong Kong

Shopping Tourism in Hong Kong

Urban Tourism

Destination Marketing

Shopping Tourism

Questionnaire Design

Shopping Tourism in Hong Kong

Shopping tourism is a major aspect of the global tourism trade and as such is an area of tourism that is and should be promoted by destination countries and locations. This is true for Hong Kong as well as in other locations throughout the world. Ashworth (1989) writes that urban regeneration and tourism have become critically important activities beginning in the 1980's. Ashworth specifically notes two elements that link the ideas of the city and tourism and which show the complex relationship that exists between the features of a city and the functions of tourism that serve to result in shopping tourism in the city. The first element is comprised by the specific characteristics of a city and how this serves to impact tourism activities. The second element is comprised by the various attributes of the city represented in the accommodations that tourists receive and that which represents the infrastructure of the city.

II. Tourism in Hong Kong

The Tourism industry in Hong Kong is reported as "a major pillar of the economy…in 2009, it contributed to 3.3% of Hong Kong's GDP…employing over 193,200 individuals accounting for 5.5% of total employment…" in Hong Kong. (Hong Kong Tourism Commission, 2011) Visitor arrivals for the first half of 2011 is reported to have risen by 14.7% compared with the first half of 2010. Hong Kong features 184 hotels with 61,828 rooms, a total room supply increase of 1,724 rooms (2.9%) as compared to June, 2010. Reported as the average length of stay of overnight visitors in 2010 was 3.6 nights. To lengthen the stay of visitors the Hotel Accommodation Tax has been waived since July 1, 2008 and the government is reported as having "undertaken a number of initiatives to promote hotel development to meet the diversified needs" of Hong Kong visitors. (Hong Kong Tourism Commission, 2011)

III. Shopping Tourism in Hong Kong

Shopping tourism is a strong industry in Hong Kong, which features luxury brand streets. Particularly popular with tourists is Causeway Bay, which features department stores, small boutiques and bargain stalls. (Hong Kong Tourism Board, 2007) There are shops that specialize in "shoes, electrical appliances and fashion for young people." (Hong Kong Tourism Board, 2007) It is reported that the streets of Wan Cahi are "steeped I history and offer an amazing array of shopping." (Hong Kong Tourism Board, 2007) Spring Garden Lane is attributed as a specifically great spot to purchase competitively priced clothing and to be such that contain market stalls "exclusively sell[ing] products originally meant for export, meaning quality, and price are competitive." (Hong Kong Tourism Board, 2007) Also reported is that Admiralty is a favorite spot to purchase brand-name luxury goods and that Pacific Place is one of the most popular malls in Hong Kong. Hong Kong's Central District boasts "many shimmering skyscrapers and marbled shopping atriums and malls." (Hong Kong Tourism Board, 2007) The Western Market in Sheung Wan is "a handsomely famous renovated Edwardian building filled with Chinese handcraft stores and fabric shops." (Hong Kong Tourism Board, 2007) Paul McKenzie, Head of Consumer Research as CLSA is reported as having stated as follows:

"Hong Kong's primary attraction as a shopping destination continues to be the superior quality of goods and wider choice vs. The mainland. Over the very long run, Hong Kong's advantages may diminish if China lowers its import duties; if more foreign retailers operate in China; if a wider variety of products are manufactured and sold in China and if Hong Kong introduces its own VAT. "However, over the next few years, Hong Kong will still have relative advantages as many luxury brands will never be manufactured in China while we believe there is a certain cachet or 'snob' value attached to HK purchases of luxury products by mainlanders. With PRC tourists' shopping preferences now very clear, we expect Sa, Lifestyle International and Dickson Concepts to remain the key beneficiaries of mainland visitor spending" (CLSA, 2004)

IV. Literature Review

The Tourism Commission in Hong Kong was first established in May, 1999 for the purpose of coordinating within government "various tourism development efforts and to provide policy support and leadership to the development of tourism in Hong Kong." (Hong Kong Tourism Commission, 2011) The objective of the Tourism Commission is to "establish and promote Hong Kong as Asai's premier international city, and a world-class destination for leisure and business visitors." (Hong Kong Tourism Commission, 2011) It is reported that the trade and government work together closely to fulfill this mission. In addition, the government is reported to work very hard to "enhance the appeal of Hong Kong as an international convention, exhibition, and tourism capital. Additional fund is earmarked to raise Hong Kong's MICE (meetings, incentive travels, conventions, and exhibitions) profile and strengthen support to MICE events to be hosted in Hong Kong." (Hong Kong Tourism Commission, 2011) As well, the government of Hong Kong is reported to continue in developing a "wide range of diversified tourist attractions in Hong Kong with a view to enhancing Hong Kong's overall attractiveness as a premier tourist destination." (Hong Kong Tourism Commission, 2011) It is reported in one study that Hong Kong has been "…aggressively developing a variety of world-class tourist attractions. Some major developments include A Symphony of Lights, the Avenue of Stars, the Tsim Sha Tsui Promenade Beautification Project, the Hong Kong Disneyland Resort, the Ngong Ping 360, and the Hong Kong Wetland Park." (Hong Kong Tourism Commission, 2011 p.1) In addition it is reported that the residents of Hong Kong are extremely proud of Hong Kong's "…colorful history and unique oriental culture, especially as related to the ancient Chinese traditions. Some of the region's most popular annual festivals and events embody the essence of Chinese culture." (Hong Kong Tourism Commission, 2011 p.1) Featured in Hong Kong are cultural festivals and events that have become "…worldwide, famous must-see or must-do attractions, which provide an excellent example of successful cultural tourism. The major festivals and events include Chinese New Year Celebrations, Hong Kong WinterFest, Hong Kong Flower Show, Hong Kong Arts Festival, Hong Kong Shopping Festival, Cultural Kaleidoscope, and Best of the Best Culinary Awards." (Hong Kong Tourism Commission, 2011 p.1)

Included in Hong Kong's tourism campaigns are the following: "The City of Life, Cathay Pacific International Chinese New Year Parade and Fiesta, HSBC Hong Kong Mega Sale and Hong Kong WinterFest, and Hong Kong Salutes the World." (Hong Kong Tourism Commission, 2011 p.1) Important to the tourism industry is Hong Kong is the enhancement of the service quality of facilities and a generally hospitable atmosphere. Cultural tourism is thriving in today's hospitality and tourism industry on a global basis and the same is true for Hong Kong. The cultural elements that draw tourists to Hong Kong include such as Chinese Opera, Therapy, and Cinema. As well, the Dragon Dance reported as an "Intriguing conventional dance in Chinese culture, as well as festivals, the lion dance, Song, Dynasty Town, is reported as a "…replica of the Song capital. It provides the tourists unique opportunity to have a glimpse of China of yesteryears. The exciting tour gives information about the achievements of ancient Chinese civilization. Song Dynasty ruled China from 960 to 1279. Its reign is noted for the development of art, literature and philosophy." (Hong Kong Tourism Commission, 2011 p.1 ) Tea drinking also draws tourists to Hong Kong because it is a "deep rooted habit in a thriving tradition in itself" lasting since it originated in "Chinese tea culture." (Hong Kong Tourism Commission, 2011 p.1 ) Hong Kong is also a romantic getaway where tourists can "stay in a swank hotel, enjoy romantic seafood dinners on the waterfront, indulge in shopping for exclusive designer goods, dance the night away in each other's arms, explore the colorful back streets and temples, hike up hilltops or stroll on the beach at sunset. Hong Kong has it all!" (Hong Kong Tourism Commission, 2011 p.1) Another description offered up by the Hong Kong Tourism Board is as follows: "Hong Kong is a kaleidoscope of life; a sophisticated fusion of East and West; a city of diversity where new and old meet at every turn. It is a unique experience shaped by a distinctive past and dreams of the future; an age-old synthesis of cultures and traditions that opens a window into what will be, while embracing what has passed." (Hong Kong Tourism Commission, 2011 p.1) Chinese sailing in Hong Kong combined with walks about Hong Kong and tours by railroad all draw visitors into the unique culture of Hong Kong. Cheung (Hong Kong Tourism Commission, 2011 p.1) writes that the recent decline of rural areas and the rapid expansion of organization in the New Territories results in a great contrast "between the cultural heritage areas and the new town areas with their modern facilities for most leisure activities…[continue]

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