Females and Tourism Activities: An Insight for All-female Tours in Hong Kong

ABSTRACT

Although all-female tours have become popular in Western and Asian countries, until now researchers have not paid much attention to this niche but important market. This study aims to explore female tourists’ desired activities towards an ‘all-female activity-based outbound tour’ in Hong Kong. A survey was administered to tourists who joined short- and long-haul outbound packages in Hong Kong. Female’s preferred tourism activities can be grouped into: Sightseeing; Sports; Relaxation, and Entertainment. This study found that all-female tourists are not homogenous, and the group can be segmented into three clusters: Omnivores, Univores, and Sporadic. The similarity between these three clusters was the high interests in relaxation activities. There were significant differences between the three clusters in terms of age and marital status. The findings indicate directions for tourism marketers in formulating marketing strategies towards the Hong Kong market.

摘要

尽管全女性旅游团在西方和亚洲国家都非常流行，但至今学术界仍忽略此小众却重要的市场。本研究旨在探讨香港女性旅客所向往的全女性旅游活动。研究员对在香港参加短途和长途出境游的女性旅客进行调查。女性首选的旅游活动可分类为观光、运动、舒压和娱乐。研究发现，全女性旅客偏好不一，可分为三大集群。三个集群间的共通点是他们对舒压活动有着高度兴趣，但在年龄和婚姻状况方面存在显着差异。研究结果有助于旅游营销人员制定香港市场营销策略。

KEYWORDS:

• All-female tour
• female tourist
• tourism activity
• market segmentation
• Hong Kong

关键词:

• 全女性旅游团、女性游客、旅游活动、市场细分、香港

Acknowledgement

My appreciation goes to Dr Vincent C.S. Heung, Dr Annie Ko, and Katie S.P. Shu from The Hong Kong Polytechnic University on proposing and designing this research. The author also appreciates Hong Thai Travel Services Ltd., Hong Kong for their assistance in the data collection.

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Hanqun Song

Hanqun Song is a Senior Lecturer in the Department of Logistics, Operations, Hospitality and Marketing of the Business School at University of Huddersfield, Queensgate, Huddersfield, West Yorkshire, UK (E-mail: [email protected]).