Understanding the motivations and willingness-to-pay of geo-tourists on geo-tourism services in Hong Kong

Abstract

According to the “Tourism 2020 Vision” research on world tourism development forecast and assessment, the World Trade Organisation (WTO) foreseen that the total international tourists arrival will probably hit 1.6 billion by 2020. Tourism plays a vital role as being one of the key pillars in supporting Hong Kong’s economic growth. Ever since the launch of “Individual Visit Scheme” (IVC) ten years ago, Hong Kong has been drifting from an international tourist attractions destination to a mainland focused shopping paradise. However, this is not a sustainable and healthy situation in the long run. Firstly, the inbound city is now very crowed and being flooded with tourists, which is quite centralised. In order to meet the continuous growth of the tourists around the world, Hong Kong Government must continue to develop a wide range of diverse tourist attractions in Hong Kong to enhance the competiveness and further expand the tourism market segments.

In this connection, Hong Kong Government should make use of the advantages from this spectacular geo-heritage, Hong Kong Global Geopark of China, to largely promote a new niche of eco-tourism in Hong Kong. The purpose of this study is to explore the different motivations behind tourists engaging in a geo-tourism experience and to investigate the behavioral intentions, preferences on geo-park. Also, this study aims to evaluate the willingness-to-pay regarding geo-touism products/services. All theses findings and recommendations are expected to provide a fundamental conceptual framework for government, geo-park managers and tour operators to make use of this information to setup some strategic market and management plan in respond to the needs and wants of the geo-tourists. All in all, they should make joint efforts to push geo-park forward to become another tourist’s hotspot.