Hong Kong Outbound Tourism Market Analysis from a Nordic Perspective
Ylinen, Hanna-Mari (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905109020
https://urn.fi/URN:NBN:fi:amk-201905109020
Tiivistelmä
Chinese outbound tourism has been a worldwide hot topic for the past few years. However, research regarding the outbound tourism market of Hong Kong is almost non-existing.
The objective of the research was to examine the Hong Kong outbound tourism market in order to find out how to attract Hongkongese travelers to the Nordic countries. In addition, the consumer behavior of Hongkongese travelers was examined to find out why they would choose the Nordic countries as a travel destination. The thesis was conducted as a commission for Toolbox –travel marketing & consulting.
The research was carried out as a quantitative online survey that was aimed at Hong Kong residents, and the material collection was realized on Facebook. The online survey was combined with a PESTEL analysis in order to identify possible changes in the macro-environment of Hong Kong.
The results of the research indicated that Hong Kong residents were experienced travelers that appreciate a beautiful nature, safety, and interesting attractions. They preferred booking their trip independently and got most of their travel inspiration on the internet.
Hong Kong residents perceived a positive overall image of the Nordic countries and saw the Nordic countries as an interesting destination. Hongkongers that had visited the Nordic countries would most likely recommend them as a destination for their family and friends. The macro-environment of Hong Kong, however, has many possible changing factors that Nordic tourism businesses should acknowledge when entering the Hongkongese market.
The objective of the research was to examine the Hong Kong outbound tourism market in order to find out how to attract Hongkongese travelers to the Nordic countries. In addition, the consumer behavior of Hongkongese travelers was examined to find out why they would choose the Nordic countries as a travel destination. The thesis was conducted as a commission for Toolbox –travel marketing & consulting.
The research was carried out as a quantitative online survey that was aimed at Hong Kong residents, and the material collection was realized on Facebook. The online survey was combined with a PESTEL analysis in order to identify possible changes in the macro-environment of Hong Kong.
The results of the research indicated that Hong Kong residents were experienced travelers that appreciate a beautiful nature, safety, and interesting attractions. They preferred booking their trip independently and got most of their travel inspiration on the internet.
Hong Kong residents perceived a positive overall image of the Nordic countries and saw the Nordic countries as an interesting destination. Hongkongers that had visited the Nordic countries would most likely recommend them as a destination for their family and friends. The macro-environment of Hong Kong, however, has many possible changing factors that Nordic tourism businesses should acknowledge when entering the Hongkongese market.