The Study of Clustering of Taiwanese Tourists' Motivations to Hong Kong

Authors

Diann Newman, Ed.D., Florida International University, MiamiFollow
Yung-Kun Sung*, Ming Chuan University, Taipei, TaiwanFollow
Hung-Sheng Lai, Fu Jen Catholic University, New Taipei, TaiwanFollow
Wei-Ni Shyu, Director, Hong Kong Tourism Board, Taipei, TaiwanFollow

Program Web Address

hospitality.fiu.edu

Abstract

Abstract

Driven by the political and economic forces of cross-strait, Taiwan has become one of the major source markets for Hong Kong tourism industry since 1987. The major purposes of this study were to investigate the following factors (1) The influential factors of travel motivation, (2) The clusters of travel motivations, (3) The marketing segmentation of clusters of Taiwanese tourists to visit Hong Kong. Through ten travel agents, self-report surveys were distributed to collect data from 366 Taiwanese travelers.

Hence, four push factors and six pull factors were identified as travel motivations through the factor analysis. Combined with the cluster analysis; five new groups were founded. Finally, five clusters which process unique profiles (location difference, visiting frequency, travel satisfaction, and destination loyalty) were addressed. The suggestions of developing effective market strategies to attract Taiwanese tourists to Hong Kong were also provided.

Recommended Citation

Newman, Ed.D., Diann; Sung*, Yung-Kun; Lai, Hung-Sheng; and Shyu, Wei-Ni (2014) "The Study of Clustering of Taiwanese Tourists' Motivations to Hong Kong," Hospitality Review: Vol. 31: Iss. 3, Article 1.
Available at: https://digitalcommons.fiu.edu/hospitalityreview/vol31/iss3/1