Connie Mok

Expenditure-based segmentation: Taiwanese tourists to Guam

Abstract Progressive destination marketers try to expand their market share by seeking travelers who will spend money, and not just time, on their tourism products. Marketing researchers have found that heavy users of consumer products account for a large percentage of sales. Tourism researchers report mixed results when using travel expenditures as a segmentation variable. Earlier studies were unable to distinguish heavy users from light users in terms of demographic and socioeconomic characteristics but more recent studies reported very different results. Based on these results, it seems that segmenting visitors based on travel expenditures may be a useful alternative to the more common approach of segmenting on the basis of travel activities. These studies were conducted in the United States and the consumers under study were Americans. There are relatively few reports in the tourism literature about Asian tourists’ spending behavior. In view of the extravagant spending behavior and unique spending patterns of Taiwanese tourists, this paper applied and assessed the potential usefulness of an expenditure-based segmentation technique in marketing Guam to the Taiwanese travelers. Results from this study show that heavy spenders were distinguishable from the other segments in terms of age, party size, length of stay, trip purpose, travel mode, and their spending pattern.

The importance of cross-cultural expectations in the measurement of service quality perceptions in the hotel industry

Abstract Early service quality research posited that service quality is the gap or difference between “perceptions and expectations” (Parasuraman et al., 1988, J. of Retailing 64(1), 12–40). Recent research by Parasuraman et al. (1994, J. of Marketing 58, 111–124) has argued that “expectations” measurement is necessary in the measurement of the service quality construct. While Cronin and Taylor (1994, J. of Marketing 58, 125–131) have argued the reverse that one need not measure “expectations” to measure service quality. Evidence presented by Cronin and Taylor (1994; op. cit.) was collected in the American context and no cross-cultural samples were involved. This research paper examines the impact of “expectations” on service quality perceptions in the Hong Kong hotel industry which involved cross-cultural samples. Data were collected from hotel guests from different cultures in three major Hong Kong hotels using the SERVQUAL instrument to measure service quality. The study found that significant “expectations” differences exist between cultural groups and that “expectations” did not improve the validity of SERVQUAL.

Chinese cultural values: their implications for travel and tourism marketing.

Abstract The influence of cultural values on behavior has been well documented (Adler and Graham, 1989; Hofstede, 1980). However, very limited research has been reported on the linkages between cultural values of the Chinese people and their preferences and expectations as consumers. The China market, with one quarter of the world population, has been recognized as the market with the greatest buying potential for the 21st century. This paper aims to highlight and discuss the dominant Chinese cultural values and their implications for travel and tourism marketing. A conceptual framework of dominant Chinese cultural values is presented and it is followed by a discussion of the cultural attributes of the framework with possible marketing implications for each attribute for the hospitality and tourism industry. Based on the framework, hypotheses are presented to stimulate future research.

Nationality vs industry cultures: which has a greater effect on managerial behavior?

Abstract A study was undertaken among 192 hotel managers in Hong Kong, Japan and Korea for the purpose of determining (1) whether national cultures, as defined by Hofstede, have a greater effect on the managerial behavior of hotel managers, than the culture of the hotel industry, and (2) whether personal work-values have a determining effect on managerial behavior. The results demonstrated more differences than similarities between the managerial practices of hotel managers from Hong Kong, Japan and Korea, indicating therefore that nationality cultures have a stronger effect on managerial behavior than the culture of the hotel industry. The findings also show that to a large extent there was a positive relationship between work-values and managerial behavior. Therefore it was possible to conclude that as hypothesized by Hofstede and others, values affect attitudes which in turn affect behavior.

Expectations for hotel service quality: Do they differ from culture to culture?

Globalisation has created a demand for competent and qualified global managers who are sensitive to meeting the needs of customers from different cultures. In order to enhance the understanding of hotel service quality expecta tions of international tourists, this study aims to examine such expectations in the cross-cul tural context. This study included tourists from the UK, USA, Australia, Japan and Taiwan. Results of the study indicate that there are significant differences in two expecta tion dimensions among guests from different countries.

Residents' attitudes towards tourism in Hong Kong.

Abstract As a major tourist destination the attitudes of tourists to their visits to Hong Kong are regularly monitored. In this study the attitudes of residents to tourism are explored which might, in view of the overcrowded situation and high volume have been expected to be negative. However, attitudes seem to be very positive.

Work Values of Chinese Hotel Managers

The research presented in this article is an examination of the work values and leadership preferences of Chinese hotel managers in Hong Kong. Work values were measured by a self-administered questionnaire based on Hofstedes (1980) Values Survey Module. One hundred and twenty questionnaires were returned by ethnic Chinese hotel managers working in Hong Kong. The findings indicate that Chinese hotel managers in Hong Kong highly value good working relationships with superiors and peers, as well as high monetary rewards. The same respondents did not put great emphasis on quality of life or quality of the external community. The preferred leadership style of the studys respondents was mostly paternalistic, while the majority of them worked under autocratic superiors.

Job satisfaction and its relationship to demographics and turnover of hotel food-service workers in Hong Kong

Abstract A study designed to compare the levels of job satisfaction of hotel food-service workers in Hong Kong based upon differences in demographic variables, and to investigate the relationship between job satisfaction and labour turnover. Subjects were 373 food-service workers in 3 first-class chain hotels in Hong Kong. The Job Descriptive Index (JDI) was used for studying job satisfaction. Six months after the survey, turnover data were obtained from the 3 hotels. Thirty-nine employees who had participated in the survey voluntarily terminated their jobs. The results indicated that food-service workers were less satisfied than other types of workers. Satisfaction with certain facets of the job were found to be significantly related to some demographic variables. Over 53% of the respondents ranked pay as the most important aspect of their jobs. Except for the pay scale, stayers were significantly more satisfied than the terminators. The unweighted sum of the satisfaction scores was correlated −0.26 (P

Tourism in Hong Kong: After the handover

Hong Kong has experienced strong growth in inbound tourism in the last decade. Being the hub of many Asian airlines, Hong Kong has been one of the most popular travel destinations in Asia. The change in sovereignty on July 1, 1997 has drawn tremendous attention from the whole world to Hong Kong on one hand and raised concerns about its future on the other. Since March 1997, four months before the handover, total tourist arrivals to Hong Kong began to decline. Japan, which is the biggest inbound market for Hong Kong experienced the greatest drop. This paper aims to discuss the political, economical, social and environmental challenges that Hong Kong is facing after the handover and make recommendations for future marketing strategies.

Hotel and tourism management education: building a Center of Excellence in Hong Kong.

Though images of Hong Kong abound, relatively little is known in North America and Europe about Hong Kongs social, political, economic and educational system, and hotel and tourism education—and training in particular. The purpose of this article is therefore three-fold. It provides an overview of the dimensions and characteristics of Hong Kong society as a backdrop to exploring hotel and tourism management education in the territory. The article thon examines the key issues in Hong Kongs hotel and tourism industry, particularly in relation to human resources management and development. It subsequently outlines the Chinese cultural context in which education and training in Hong Kong takes place. Following this outline, the article offers a review of the evolving structure of Hong Kongs education and training system, which prepares students for careers in the hotel catering, travel and tourism industry. Finally, the article concludes with a discussion on the imperative to establish a Centre of Excellen...