The relevance of profiling travel activities for improving destination marketing strategies

Recent economic progress has led to most Hong Kong residents having a high disposable income, and hence the high propensity to travel. Although there are many published articles studying the inbound tourism industry in Hong Kong, the examination of Hong Kong's recent outbound tourism industry has largely been overlooked by tourism researchers. This paper examines Hong Kong travellers’ perceptions of the importance of travel activities. Using a descriptive statistical approach, experimental results indicate that Hong Kong travellers perceived visiting friends/relatives and dining as the most important activities, whereas outdoor sports was perceived as the least important activity. Also discusses the destination marketing issues, and suggests that destinations should concentrate their efforts on the right marketing strategies.