Females and Tourism Activities: An Insight for All-Female Tours in Hong Kong

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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.

Original languageEnglish
Pages (from-to)83-102
Number of pages20
JournalJournal of China Tourism Research
Volume13
Issue number1
DOIs
Publication statusPublished - 22 May 2017

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