ABSTRACT
This study aims to assess Mainland Chinese tourists’ satisfaction with the UK and Hong Kong using a Tourist Satisfaction Index (TSI) approach. Based on a survey with Mainland Chinese tourists in the UK who also visited Hong Kong recently, this study computes the overall destination TSIs and sectoral TSIs for both Hong Kong and the UK. The results suggest that, overall, Mainland Chinese tourists were more satisfied with Hong Kong than with the UK as their travel destination. With respect to individual service sectors, Mainland Chinese tourists were more satisfied with six out of the seven surveyed tourism-related service sectors in Hong Kong than their counterparts in the UK. Visitor attractions, hotels, and local tour operators show the most significant contribution to Mainland Chinese tourists’ overall satisfaction evaluation in both destinations. These findings suggest that Hong Kong’s tourism industry as a whole is more competitive than that of the UK as far as Mainland Chinese tourists are concerned. Cross-cultural perspectives should be adopted in tourism service operations at an international tourist destination.
