A Study of Market Evolution in Hong Kong

ABSTRACT

This empirical study tests the previously unexamined issue of whether the socio-demographic profile and behavior of tourists change over time as markets grow, decline or remain stable. It is understood that markets evolve in much the same way destinations do. Previous work, though, has been limited to studying absolute volumes due to a lack of data. This study uses secondary data provided by the Hong Kong Tourism Board to track demographic, behavioral and satisfaction changes. It determined that the profile and behaviors of stable markets change little over time, with the destination generally attracting the same type of tourist who engages in the same type of activities. However, most markets that entered decline see a substantial narrowing of their market base, while just over half the markets in their growth phase witnessed a broadening of the market base. Practical and theoretical implications for destination management organizations are discussed.

摘要

这项实证研究检验了以前未经审查的问题，即随着市场的增长，下降或保持稳定，游客的社会人口统计资料和行为是否会随时间变化。可以理解，市场的发展与目的地的发展几乎相同。但是，由于缺乏数据，以前的工作仅限于研究绝对量。本研究使用香港旅游发展局提供的辅助数据来跟踪人口统计，行为和满意度的变化。它确定稳定市场的概况和行为不会随时间变化，目的地通常会吸引从事相同类型活动的游客。但是，大多数进入下跌状态的市场基础都将大大缩小，而处于成长阶段的市场中，略超过一半的市场基础正在扩大。文章还讨论了研究结论对目的地管理组织的实践和理论意义。

KEYWORDS:

• Stability
• volatility
• market evolution
• Hong Kong
• secondary data

关键词:

• 稳定性
• 波动性
• 市场演变
• 香港
• 二手数据

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Bob McKercher

Bob McKercher is Professor in School of Hotel and Tourism Management at The Hong Kong Polytechnic University, Hong Kong SAR, China. He has wide ranging research interests. He received his Ph.D. from the University of Melbourne in Australia, a Master’s degree from Carleton University in Ottawa, Canada and his undergraduate degree from York University in Toronto, Canada. Prior to entering academia, he worked in a variety of operational and advocacy position in the Canadian tourism industry (E-mail: [email protected]).