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Information Search Behavior of Mainland Chinese Air Travelers to Hong Kong

Abstract This study is to explore the information search behavior of Mainland Chinese visitors traveling to Hong Kong. The results of comparisons among travelers with different travel experiences to Hong Kong reveal that there is no significant difference between first-timers and repeat travelers on their pre-trip planning characteristics and perceived level of influence of the information sources used. There is no statistically significant difference between Mainland Chinese business and pleasure travelers on their perceptions on the importance of most of the information sources used except for “Corporate travel department.” These two groups also display differences in the number of information sources used in making travel decisions to Hong Kong. Regardless of the respondents' purpose of the trip and prior travel experience to Hong Kong, empirical evidence clearly shows that travelers used several information sources in planning their trips. The results of this study will allow marketers in Hong Kong to better understand the Mainland Chinese travelers' information search behavior so that they can more effectively tailor marketing strategies to this major source market.