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Abstract
Strong evidence points to an increasing number of senior citizens in the outbound travel market in Hong Kong. However, only a limited number of travel agencies in Hong Kong have paid attention to this potential market. This research investigates Hong Kong senior citizens' perceptions of the importance of the criteria used to select from the outbound package tours currently offered in the market and of the performance of these attributes. Importance–performance analysis (IPA) was carried out to analyze the data collected and categorize them into the four quadrants of the IPA grid. The results indicate the high mobility of senior citizens in Hong Kong and that they tend to join outbound package tours when traveling abroad. With regard to the provision of outbound package tours, they are generally satisfied with the performance of existing travel agencies, although some areas for improvement are noted. The findings also lend support to the high potential that exists in the senior citizen travel market and to the need for travel agencies to put extra effort into this niche market. Building upon previous literatures focusing only on selection criteria of group package tours, our study contributes further to the body of knowledge on seniors' travel decision making and the perception gap between them and the service providers. Recommendations to travel agencies regarding how to capture this market segment more effectively are also offered.
有力证据显示香港的出境旅游市场中长者的数目不断增加。然而，只有少数香港旅行社关注这一潜在市场。以目前市场上已有的出境旅行团为基础，本研究旨在探讨香港长者对选择旅行团的准则的重要性跟绩效的看法。作者采用重要性-绩效分析法（ IPA)对所得数据进行分析，并在 IPA方格上按结果分为四个象限。结果发现香港长者流动性高，于出外旅游时往往会参加旅行团。他们普遍满意现有旅行社的表现，但亦指出了一些要改进的地方。调查结果还确认了长者旅游市场的高潜力，旅行社需要投放更多资源到这利基市场。在着眼于旅行团的选择标准的文献基础上，本研究进一步讨论长者的旅游决策行为和他们跟服务提供者之间的认知差距，还为旅行社在如何更有效地抓紧这一细分市场的商机方面提供建议。