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Females and tourism activities: an insight for all-female tours in Hong Kong

Song, Hanqun (2017) Females and tourism activities: an insight for all-female tours in Hong Kong. Journal of China Tourism Research, 13 (1). pp. 83-102. ISSN 1938-8160

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Abstract

Although all-female tours have become popular in Western and Asian countries, until now researchers have not paid much attention to this niche but important market. This study aims to explore female tourists’ desired activities towards an ‘all-female activity-based outbound tour’ in Hong Kong. A survey was administered to tourists who joined short- and long-haul outbound packages in Hong Kong. Female’s preferred tourism activities can be grouped into: Sightseeing; Sports; Relaxation, and Entertainment. This study found that all-female tourists are not homogenous, and the group can be segmented into three clusters: Omnivores, Univores, and Sporadic. The similarity between these three clusters was the high interests in relaxation activities. There were significant differences between the three clusters in terms of age and marital status. The findings indicate directions for tourism marketers in formulating marketing strategies towards the Hong Kong market

Item Type: Article
Uncontrolled Keywords: All-female tour, Female tourist, Tourism activity, Market segmentation, Hong Kong
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Schools: Huddersfield Business School
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Depositing User: Sally Hughes
Date Deposited: 28 Apr 2017 11:35
Last Modified: 21 Jun 2017 16:58
URI: http://eprints.hud.ac.uk/id/eprint/31847

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