Culture and Motives of Tourists on Food Consumption in Hong Kong

This article analyzed the motivational dimensions of tourists in Hong Kong. The study identified eight motivational dimensions of food consumption of Chinese tourists and Western tourists. The study revealed both groups of tourists shared similar motives, such as service and assurance, food and knowledge, authentic and culture, interpersonal and price, and familiarity and eating habit. However, the Chinese and Western tourists have different emphasis on food consumption in terms of value, variety, prestige, and ambience. The differences can be associated to cultural factor. Findings are useful to decision makers and marketers in promoting Hong Kong as a leading food tourism destination.