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Introduction
This essay is aimed to examine tourists' shopping experience, and to what extent this activity is satisfactory and pleasurable for travelers in Hong Kong. In order to meet the purpose of the essay several aspects of tourism shopping will be considered.
To begin with, the interrelation between shopping, leisure, and tourism will be determined. Then, factors affecting travellers' shopping experience will be ascertained. Following this section, Hong Kong tourism, and factors, which facilitate and deteriorate shopping in the region, will be investigated. Finally, some recommendations on how to improve tourists' satisfactory shopping experience in Hong Kong will be provided.
This essay will reveal the close intercorrelation between shopping, tourism, and entertainment due to the fact that shopping is an inherent leisure activity for tourists and serve as an escape from the mundane. In addition, factors, such as service and product quality, variety of goods, and product value will be found to be significant in creating tourists' satisfaction and dissatisfaction with shopping experience. Then, according to these shopping attributes the examination of this activity in Hong Kong will reveal positive and negative aspects of tourism shopping for Western and Asian travellers. In the end, two major recommendations regarding service and product quality will be presented.
Shopping, leisure, and tourism
To begin with, Tymothy (2005, p. 69) defines tourism shopping as ‘the expenditure on tangible goods by tourists either for consumption in the destination (excluding food and drink items) or for export to their home countries/regions'. Shopping has been determined to be a major leisure activity in tourism (Law & Au, 2000; Tosun, Temizkan, Timothy, & Fyall, 2007; Yuksel, 2004).
An increasing role of shopping during the vacation can be explained by economic, social, and cultural trends, which have created new consumption demands and behaviour patterns (Jansen-Verbeke, 1991). All these factors have changed the view that shopping is only a utilitarian activity, which implies purchasing of daily necessities. Thus, Jones (1999) states that shopping has become an entertainment, and embraces fun, pleasure, and recreation, which entail customers' intrinsic satisfaction. However, it has been revealed that entertaining shopping does not necessarily involve the purchase of a product. This leisure activity can also include window shopping and socialisation with friends, which are a part of shopping experience as an entertainment (Jones, 1999).
Therefore, in terms of purchase, modern society considers shopping as an activity of buying not only daily necessities but also souvenirs, clothing, jewelry, and handicrafts that remind tourists of their visits to a particular destination. As a consequence, shopping has become an important aspect of travel experience (Tosun, et al., 2007).
In addition to the fact that shopping is an important leisure activity, several researchers (Hobson & Christensen, 2001; Law & Au, 2000; Yuksel, 2004; Yuksel & Yuksel, 2007) have argued that the biggest portion of tourists' time and money is spent on this activity. Thus, Yuksel (2004), and Kim and Littrell (2001) report that in some countries expenses on shopping are higher than those on accommodation, food, and other entertainment. This researcher also states that in some regions shopping can be the most significant attraction that draws tourists. This is especially an attribute of developing countries where prices of goods are lower.
Moreover, the desire for shopping can also be a motivator for travelling. This fact is based on the tourists' desire to escape from the mundane and have relaxation that is provided by leisure shopping (Yuksel, 2004). Furthermore, Tosun, et al. (2007) and Turner and Reisinger (2001) indicate that due to the fact that shopping is the oldest and inseparable activity of the travel, most tourists perceive their vacation incomplete without shopping.
Besides the fact that tourism shopping contributes to local economy it also has an impact on the image of a destination. It has been revealed that the souvenirs and products bought in any tourism destination can develop a positive or negative image in people's minds because tourists usually share their experiences with friends and relatives through pictures, and souvenirs and products bought there. Therefore, the favourable image can be created by developing an inviting and attractive environment and products, which serve as a source of tourists' pleasure. This evidence of the influence of shopping on the image of a destination can be utilised as a tool to improve destination's attraction (Tosun, et al., 2007).
Factors affecting tourists' shopping experience
Shopping is an integral part of travel and involves tourists' feelings regarding service, goods, and places. Thus, shopping experience is constituted from the mix of satisfactory and dissatisfactory perceptions regarding the attributes of goods and services bought in a particular destination (Tosun, et al., 2007).
Due to the fact that tourism shopping is affecting the image of a whole destination, a number of theories regarding customer satisfaction have been developed. However, only the expectancy disconfirmation theory has become widespread owing to its broad applicability. This theory implies that when customers buy products and services they already have pre-buying expectations regarding these goods and services. After the consumption of goods or services customers' expectations are compared with the actual performance received. Subsequently, positive disconfirmation arises when the actual performance exceeds clients' expectations, whereas negative disconfirmation emerges when initial expectations are not met (Heung & Cheng, 2000; Wong & Law, 2003; Yeung, Wong, & Ko, 2004).
Therefore, this theory shows that customer satisfaction is directly related to the positive or negative disconfirmation. In addition, positive disconfirmation can lead to customers' satisfaction, and thus their repurchase intension. With all these facts mentioned above tourist destination can measure its capability to meet tourists' needs, improve the quality of services and goods, and thereby enhance the overall destination's image (Wong & Law, 2003).
Furthermore, several researchers (Heung & Cheng, 2000; Tosun, et al., 2007; Wong & Law, 2003) have found that there are several aspects that have an impact on tourists' shopping satisfaction. According to these researchers, price, selection, location and atmosphere of a store, product quality and value, opening hours, and accessibility of shops are the most important attributes of pleasant tourism shopping.
Thus, Tosun, et al. (2007) have found that the difference in products' price between home and tourist destination is very important and can be a significant incentive to travel. The product selection and the atmosphere in a store have also been revealed to be important in creating customer satisfaction. As a result, many retailers improve in-store environments by means of pleasant music, colours, and scent. These measures of creating exciting environments in shops help retailers to induce customers to buy local products. Moreover, service quality and product value play an important role in customers' shopping satisfaction. It has been found that courteous and helpful employees can also create an enjoyable shopping experience (Tosun, et al., 2007).
However, due to the fact that customer satisfaction is constituted of various customer behavioural and environmental elements a specific situation should be used (Wong & Law, 2003). Therefore, this essay will explore tourists' shopping experience in Hong Kong.
Tourism in Hong Kong
Hong Kong is an island, which is located near the southeast of China. This special administrative region of China is an important financial centre¬¬¬ and tourist destination in the world (Wolf, 2008).
Tourism is an essential industry in Hong Kong because it produces the biggest portion of foreign currency (Heung & Qu, 1998). According to the statistical review of tourism the total number of tourist arrivals have increased by 29.59 million in Hong Kong in 2009. This figure indicates the growth by 0.3% comparing to the previous year despite the world's economic downturn, and the emergence and spread of human swine influenza in 2009. Moreover, the biggest contribution to tourist arrivals, which accounted for more than a half of total arrivals (17.96 million), was made by travellers from the Mainland China. The other two significant contributors are South and Southeast Asia, and Taiwan (HKTB, 2010a).
The statistical figures also show that the biggest part of tourist expenditures in 2009 continued to be on shopping. It has accounted for HK$82.12 billion out of HK$162.89 billion of total tourist expenditures, which is more than fifty per cent of tourist expenditures (HKTB, 2010b).
These figures indicate that shopping is contributing the majority of foreign currency to tourism industry in Hong Kong. Some tourists find shopping as the sole reason to travel to Hong Kong, and thereby, this activity can be considered as a separate attraction here (Heung & Qu, 1998).
Tourists' perceptions regarding shopping experience in Hong Kong
Some researchers state that Hong Kong is a ‘Shoppers' Paradise' (Wong & Law, 2003, p. 401). This statement is underpinned by the statistics, which indicate that 76.5% of tourists in Hong Kong are satisfied with shopping here, while 20.5% of travellers are neutral, and only 3% of them are dissatisfied. This shows that overall shopping experience is satisfactory to tourists in Hong Kong (Heung & Cheng, 2000).
Furthermore, several researchers (Heung & Cheng, 2000; Wong & Law, 2003; Yeung, et al., 2004) have conducted a number of more precise tests and revealed the most important shopping attributes affecting tourists' satisfaction and dissatisfaction, and the difference in Western and Asian travellers' perceptions regarding this activity in Hong Kong. Thus, shopping attributes include aspects, such as service quality, product quality, price of goods, variety of products, opening hours, accessibility of shops, and interior and exterior of shops (Heung & Cheng, 2000; Wong & Law, 2003; Yeung, et al., 2004).
First, service quality has been found to be the major factor, which influence on tourists' shopping experience. This fact is explained by the nature of retailing that implies provision of customer service. This interaction between a buyer and an employee involves customers' pre-purchase expectations regarding the level of anticipated service and retailer's attitude (Heung & Cheng, 2000).
Among the tourists in Hong Kong service quality dimension has been identified to be positive. However, Western travellers receive higher satisfaction regarding service quality than those from Asia. This situation can be explained by the retailers' attitude towards spending power of Westerners and Asians. Some employees believe that Western tourists spend more money than Asian travellers due to the lower incomes of people from Mainland China, even though Asians have been revealed to have greater spending power in shopping. This difference in treatment of tourists explains the dissatisfaction of Asian tourists with service quality (Wong & Law, 2003).
Product quality is another significant factor influencing travellers' perceptions regarding shopping in Hong Kong. This dimension of shopping involves the ability of retailers to provide reliable products. Product quality is important due to the fact that dissatisfactory product quality entails the discouragement of tourists' repurchase intensions, and even worse, negative word of mouth by these travellers to other potential customers and tourists to a destination (Heung & Cheng, 2000).
According to Wong and Law (2003), this aspect of shopping experience is perceived negatively by the majority of tourists in Hong Kong. In addition, these researchers have revealed that this dimension is regarded more negatively by Asians than by Westerners. This dissatisfaction can be explained by the exaggeration of the goods' quality to Asian travellers due to the higher living standard in Hong Kong. Moreover, this situation is worsened by a large number of dishonest retailers who misrepresent the real quality of a product, and thus deceive customers. These two facts have resulted in increasing number of dissatisfied Asian tourists with overall shopping experience in Hong Kong (Wong & Law, 2003).
Furthermore, price of goods is considered to be an important factor affecting travellers' satisfaction with shopping in Hong Kong. Tourists generally perceive Hong Kong as a destination where they can buy products of good or high quality at a reasonable price. Shoppers also expect goods to be cheaper due to the availability of tax free luxury goods, such as watches, jewellery, perfumes, and cameras (Heung & Cheng, 2000).
However, Wong and Law (2003) have found that even though most tourists find products' prices attractive in Hong Kong, this shopping attribute is perceived dissatisfactory by travellers. The researchers suppose that the possible reason for this is rooted in tourists' pre-purchase expectations that prices of products would be lower than they actually experience. Nevertheless, goods' prices in Hong Kong are still lower and competitive with prices in other destinations (Wong & Law, 2003).
Some researchers (Wong & Law, 2003) have found that the dimension ‘variety of products' has also play a significant role in shopping experience for tourists. This attribute of shopping has been perceived positively by travellers in Hong Kong. However, Western shoppers have been revealed to be more satisfied with this aspect of shopping than Asians. This is due to the fact that Asian products are new to the Westerners (Wong & Law, 2003).
Finally, opening hours, accessibility of shops, and interior and exterior of shops have been found to be important in providing satisfaction to tourists with shopping in Hong Kong. Thus, most shops open early in the morning and close late in the night in order to provide visitors with sufficient amount of time for this activity. Then, the major shopping centres are located close to each other so that tourists can reach them easily. Moreover, shops' physical settings are of high level to induce tourists to buy products, even though this aspect is considered less important for tourists (Yeung, et al., 2004).
Recommendations
All the facts about tourists' shopping experiences in Hong Kong that have been mentioned above show that even though predominantly shopping is satisfactory in this region, the majority of Asian tourists do not find this activity fully satisfactory. Moreover, both Western and Asian travellers have found that the quality of products is often not reliable, despite the fact that they were assured in the opposite level of quality by employees. This situation not only decreases Asian tourists' satisfaction with this activity but also deteriorates the overall image of the region as a ‘Shoppers Paradise' (Wong & Law, 2003, p. 401).
Therefore, two major measures are needed in order to improve shopping experience in Hong Kong. Regarding service quality retailers should always provide a consistent standard of service both for Westerners and Asians. In addition, employees should be aware of tourists' changing economic powers, and provided with training on customer service for these shoppers (Wong & Law, 2003).
Furthermore, due to the fact that quality of products is perceived unsatisfactory by tourists more accurate messages about the quality of goods should be conveyed to travellers. Moreover, strict measures should be taken to decrease the number of dishonest retailers (Wong & Law, 2003).
Conclusion
To conclude, by examining tourism shopping and tourists' perceptions regarding this activity in Hong Kong the close interrelation between shopping, entertainment, and tourism has been identified. This correlation has been underpinned by the fact that shopping is an activity that helps people to escape from the daily routine, and involves fun and pleasure, which result in people's intrinsic satisfaction. Shopping has also been found to be an inseparable part of tourism because souvenirs and products bought in a tourism destination serve reminders of tourists' trips. Moreover, this activity has been asserted to be even a single motivator to travel.
Furthermore, the essay has revealed a number of factors affecting tourists' perceptions regarding shopping experience, such as service quality, product quality, price of goods, product variety, interior and exterior settings of shops, opening hours, and accessibility of shops, with the first four of great importance. According to these shopping attributes, the examination of tourists' shopping experience in Hong Kong has found to what extent travellers are satisfied and dissatisfied with this activity in the region, and how it facilitates and deteriorates Hong Kong's image of ‘Shoppers' Paradise.
Thus, this research has revealed that even though generally tourists are satisfied with shopping in Hong Kong, Asian travellers are found to perceive lower service quality. This has been found to be a result of the retailers' attitude that Asians have low spending power, despite the fact that statistics show the contrary situation. In addition, both Western and Asian tourists feel frustrated about the quality of products due to the exaggeration of goods' quality and dishonesty of retailers in the region.
Due to the fact that these aspects deteriorate tourists' shopping experience in Hong Kong, provision of suitable training foe employees and conveyance of correct messages about the quality of goods and punishment of dishonest retailers have been proposed. These two major recommendations are supposed to improve travellers' shopping experience in the region and the overall image of Hong Kong as a ‘Shoppers' Paradise.