Abstract
The purpose of this empirical study is to find out the similarities and differences between first and multiple time Hong Kong holiday makers in their selection of foreign holiday destinations and the type of activities they are engaged in while spending their vacations away from home. Study results indicate that there are demographic, socio‐economic and behavioral differences between first and multiple time Hong Kong overseas visitors. These pronounced differences between the two segments can be used in the development of appropriate marketing strategies to attract higher numbers of tourists to the same destination.
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