The Study On The Decision-making Of Mainland Chinese Tourists To Travel Shopping In Hong Kong

In recent years, outbound tourism shopping enthusiasm intensifies among the mainland tourists, while in stark contrast, the domestic tourism shopping is relatively weak. To explore main reasons for such huge differences as tourists form at home and abroad is to find out major factors that affect the mainland tourists to produce shopping intention and do the shopping during the shopping decision-making. To do this, the paper studies the shopping decision-making process of mainland tourists to Hong Kong.Taken Hong Kong as a case, and in terms of Howard Health model, the paper identifies the possible factors in the tourism shopping decision-making process and builds up the tourism shopping decision-making model of mainland tourists to Hong Kong based on the local tourism shopping environment. Firstly, the paper summarizes the factors for the tourism shopping decision-making of mainland tourists to Hong Kong as well as relationships between those factors by way of factor analysis and correlation analysis. Secondly, the paper analyzes types of the tourism shopping decision-making, using the cluster analysis. Finally, the paper researches the outstanding features of tourism shopping decision-making of mainland tourists to Hong Kong on the basis of the different variables of demographic characteristics and other related factors of tourism shopping. The conclusions are drawn as follow:(1)Based on the Howard Health model, and using factor analysis method, the paper divides the tourism shopping decision-making factors of mainland tourists to Hong Kong into eight common factors: shopping discount factor, practical guide factor, crowd-oriented factor, traditional information channel, modern information channel, external features of commodity, internal features of commodity and the shopping experience factor. The relevant analysis proves the significant correlation among the common factors, among which the most positive correlation exists between the crowd-oriented factor and the shopping experience factor, while the most negative correlation between shopping the experience factor and the internal features of commodity.(2)Through cluster analysis and according to the degree of influence on the shopping decision-making, the paper classifies the shopping decision-making into four categories: full time high intervention type, full time middle intervention type, part time high intervention type, and part time low intervention type.(3)Through the independent sample T-test and ANOVA analysis, the paper discovers that, both the demographic variables and relevant tourism shopping variables could lead to the significant differences of the common factors, among which, the shopping discount factor shows itself significantly on gender, age, income, travel frequency, tourism shopping frequency and duration of traveling; the external features of commodity on the tourism forms; crowed-oriented factor on education; and the modern information channel on the family life cycle.