Analyzing the U.S. Pleasure Travelers to China/Hong Kong:

This study proposes a model that identifies a set of demographic and socioeconomic characteristics that differentiates the U.S. pleasure travelers selecting China or Hong Kong as a travel destination from those choosing other Asian destinations. Household income, age, gender, years of education, occupation type, family size, geographic region of household residency and ethnic background were found to be significantly associated with travelers' choice of the two destinations at varying degrees. The validity and effectiveness of the model was analyzed. The model can be used to identify target markets for promotional activities and to better utilize marketing resources directed toward U.S. pleasure travelers to China and Hong Kong.