Still Happy Here? How Chinese Tourists perceive the Service in Hong Kong.

Abstract

This working paper applied a triangulation of qualitative research methods, namely projective techniques, to gain a more specific understanding of the main reasons for dissatisfaction with Hong Kong service for mainland Chinese tourists. The presented study adds on results from the PolyU Tourism Satisfaction Index 2009 to 2015, where tourists from mainland China show very low satisfaction rates compared with all source markets to Hong Kong. Since the results of the TSI are of quantitative nature, the goal of this study is to gain a more specific understanding of the main reasons for dissatisfaction on a qualitative base. It is hoped that the findings of this research will assist both academics and practitioners in better understanding of the issues and needs of tourists from mainland China towards the Hong Kong tourism industry and to aid the industry as well as policy makers with insights for innovations, quality improvements and standardization.