Understanding the Shopping Motivation of Mainland Chinese Tourists in Hong Kong

Abstract

This study aims to apply Maslow’s Hierarchy of Needs in understanding Mainland Chinese tourists’ motivation to shop in Hong Kong. A sequential mixed method, using focus group interviews and a survey, was employed. The interview findings were used to map Mainland Chinese tourists’ shopping motivation on to Maslow’s Hierarchy by modifying the original five levels into four. Seven underlying dimensions of shopping motivation were then identified from an exploratory factor analysis of the survey data. The results partially demonstrate that Mainland Chinese tourists with more experience of shopping in Hong Kong placed more emphasis on higher-level motivational factors. The theoretical contribution of this study is its application of Maslow’s theory to this type of motivation among Mainland Chinese while, on a practical level, the findings will help destination marketing organizations and retailers formulate strategies that will suit the needs of Mainland Chinese tourists and encourage them to shop more often in Hong Kong and to spend more.