Mall as leisure space : a comparative analysis of perceptions between Hong Kong residents and mainland visitors in shopping malls in Hong Kong

Abstract

Hong Kong is a popular destination for Mainland tourists for shopping tourism, particularly after the introduction of Individual Visit Scheme in 2003. Recently, there has been growing tension between local residents and Mainland visitors in sharing leisure spaces such as shopping malls. There is a need to develop a better understanding of this host-guest relationship in order to maintain sustainable tourism development.

This study is to examine shopping as a leisure experience in Hong Kong to have better knowledge of use of shopping spaces of Hong Kong residents and Mainland visitors. It is also aimed to analyze their perceptions towards shopping malls in Hong Kong, and enhance understanding of their mutual perceptions when sharing shopping mall spaces. It adopts social exchange theory to develop a theoretical framework which guides the operationalization of the investigation. Mixed methods, including questionnaire survey, in-depth interviews and documentary research are employed for the investigation. A total of 561 sets of valid questionnaires were collected in five shopping malls in Hong Kong and 10 personal in-depth interviews with both local residents and Mainland visitors were conducted.

Significant differences were found between Hong Kong residents and Mainland visitors in various research aspects. Reasons for visiting shopping malls in Hong Kong were grouped into Culture and Novelty, Relaxation, Personal Growth, Socialization, and Utilitarian Needs using factor analysis. Utilitarian Needs was a common factor, and Hong Kong residents were also motivated by Socialization while Mainland visitors were driven by Culture and Novelty. On top of shopping, leisure and manifestation of cultures, shopping malls were particularly perceived by Hong Kong residents to be places for dining, gathering point and satisfying needs of Mainland visitors. Residents also believed sharing shopping malls spaces caused loss of loss colours and crowding problems while Mainland visitors stressed the role of shopping malls in tourism city although some interviewees acknowledged possible impacts in local community. In terms of mutual perceptions, Hong Kong residents were negative about Mainland visitors’ behaviour and crowding problems while Mainland visitors tended to be positive about local residents’. Perceptions were also found to have significant association with pleasantness of experience and change of perceptions.

Contribution of this study lies on both theoretical and practical dimensions. Specifically it supplements tourism perception studies with a focus on perceptions of leisure resources and mutual perceptions in the context from a multidisciplinary and mixed methods approach using social exchange theory. Findings should also provide implications for both government and shopping mall developers, with regards to relevant policy making and business considerations for carrying capacity enhancement through balancing mutual benefits–between hosts and guests – in using local resources.