The Relationship of Restaurant and Tourism Industries in Hong Kong Special Administrative Region (HKSAR): a Re-Examination Case Study


 


 


STATEMENT OF AUTHORSHIP


I certify that this dissertation is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. I also understand that under no circumstances should any part of this dissertation be published, including on the internet, or publicly displayed without receiving permission from the faculty.


 


 


DATE


NAME OF AUTHOR


 


 


 


 


 


 


 


ABSTRACT


Hong Kong restaurant and tourism industries are among the largest economic contributors of the region. This study aims to re-examine the relationship of restaurant and tourism industries with particular focus on the restaurant industry. The perceived relationship of both industries affects the selection and service quality particularly among tourists. Involving a total of 30 sample population mainly departing tourists, a survey questionnaire is distributed. Both qualitative and quantitative research approaches are used in analysing primary data as result of the survey conducted. Secondary data form various literatures served as validating agents. Analysis and discussion proved the relationship of both industries especially when it comes to restaurant selection attributes, service quality, and level of customer satisfaction. The relationship is attributed mainly from the responses of tourists that were surveyed. The re-examination of both industries proven the mutual connection and resulted to further development of staff, service quality and customer satisfaction, and marketing approaches in order to make the restaurant industry as an innovative and important factor of Hong Kong’s top tourist attractions.


 


 


 


 


 


 


 


 


ACKNOWLEDGEMENT


This dissertation would not been accomplished without the support from various individuals. Therefore, in this section I would like to express my appreciation and gratitude to the following people for their support to make the dissertation possible.


 


At first, I would like to thank my tutor, Mr. , for his patience and effort in helping and generating valuable suggestions on my topic.


Thanks to Ms.  from Hong Kong Tourism Board and Ms.  from Census and Statistics Department for their continuing assistance in search of essential information.


Thanks to the librarian Ms.  from Hong Kong University, who supported and helped me in exploring the literatures related to my dissertation topic which are very useful for my research.


Thanks to Mrs.  and all the respondents for the dissertation could never be completed without their help.


Thanks to all my friends from G.I.H.E, who supported the researcher to complete his dissertation by giving out ideas and comments.


Most importantly, I would like to thank my parents for all their love and support throughout my entire life.


 


To God be the Glory!


 


 


 


TABLE OF CONTENT


Statement of Authorship                                                                 1


Abstract                                                                                            2


Acknowledgement                                                                           3


Table of Contents                                                                                      4-5


 


             I.      Introduction                                                                                                                                                         


I.1.Background of study                                                                                               6-11


I.2.Aims and Objectives                                                                                                12


 


         II.      Literature Review


II.1. Restaurant industry in HKSAR                                                                 13-17


II.2. Service quality and restaurant selection attributes in Hong Kong             18-22


II.3. Customer satisfaction                                                                                23-29


 


     III.      Research Methodology


III.1.Introduction                                                                                              30-31  


III.2. Survey, experimental and ethnographic research                                     31-32


III.3. Qualitative and quantitative research                                                       32-33


III.4. Primary data collection                                                                             33-34


III.5. Secondary data collection                                                                                    34-35  


III.6. Sample selection                                                                                       35-36


III.7. Validity and reliability                                                                             36-37


III.8. Pilot test of questionnaires                                                                       37-38


III.9. Data analysis                                                                                            38


III.10. Evaluation of the methodology                                                              39


 


     IV.      Primary data result


IV.1.Introduction                                                                                              40


IV.2. Part A. General information                                                                     40-44


IV.3. Part B. Personal experience                                                                      45-48


IV.4. part C. Restaurant selection attributes                                                     48-50


 


         V.      Analysis and discussion


V.1. Introduction                                                                                               51


V.2 How the Restaurant Industry Contributes to the Tourism


Industry in HKSAR                                                                                          51-53


V.3. The Differences in Selection and Service Quality Attributes


between Local Consumers and Tourists                                                            53-61


V.4. The Impact of Dining Experience on Tourists’ Level of


Satisfaction during Their Visit                                                                           61-63


V.5. Dining Experience as an Important Factor for Tourists in


Visiting HKSAR                                                                                               64-65


 


     VI.      Conclusion


VI.1. Introduction/Research Plan and Implementation                                     66


VI.2. How the Restaurant Industry Contributes to the Tourism


Industry in HKSAR (Objective #1)                                                                  67


VI.3 Differences in Selection and Service Quality Attributes


between Local and Tourists (Objective #2)                                                       67


VI.4 The Impact of Dining Experience on Tourist’s Level of


Satisfaction during their Visit (Objective #3)                                                    68


VI.5 Dining Experience as an Important Factor for Tourist


Visiting HKSAR (Objective #4)                                                                       68


VI.6 Synthesis (Aim)                                                                                         68


 


    VII.      Recommendations                                                                                70-71


 


 VIII.      References                                                                                                  72-76


 


       IX.      Appendixes                                                                                                         


IX.1 Appendix 1 Hong Kong Food Industry Report in 2001                          77


IX.2 Appendix 2 The Model of Continuous Improvement                               78


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


The Relationship of Restaurant and Tourism Industries in Hong Kong Special Administrative Region (HKSAR): a Re-Examination Case Study


 


 


I.          INTRODUCTION


This section presents the fundamental information that serves as the background of the study. Further, the research aims and objectives are also identified.


 


I.1     Background of the Study


The Hong Kong Special Administrative Region (HKSAR) holds an uncontested identity as one of the most exceptional and vibrant tourist destination in the whole world. It emanates an aura of magnificence, efficiency, and state-of-the-art competence ( & , 2002). Popularly referred by most visitors as Hong Kong, it is known for sustaining its competitive advantage especially in Asia’s hotel, restaurant as well as the entire tourism and hospitality industries (, 2000; , 1994). Because of abundant offers and several attractions like its world-renowned cultural heritage, Chinese cuisine and dining, entertainment, leisure, and cosmopolitan lifestyle, tourists move their way to experience Hong Kong’s splendour through such top level offers. Geographically speaking, the Hong Kong Tourism Board (, 2007) locates Hong Kong in a favourable geographic location in the centre point of Asia Pacific region with a minimum five (5) hours fly reaching most of the areas worldwide. With the support of government and able infrastructures, events tourism thrives on this piece of land. Different kinds of events that consist of both commercial, social, cultural, educational in nature are present in this venue.


Meanwhile,  (2002) declared that restaurants play an important role in society as dining out is not only fulfilling physical needs but sociological needs as well. Restaurants are outstanding venues for social interactions where all human’s senses are utilised. Similar to  and  (1997), restaurants are vital since dining is essential in every culture. Perhaps, this is the underlying reason why restaurants are anywhere in the world ranging from a small village to an international cosmopolitan. There may be only a small number of restaurants in small villages, but in a fast paced cosmopolitan such as Hong Kong where one can find a different restaurant at every corner of the street, dining out in restaurants has become important for social and business occasions, or even daily routine for a lot of people. People in Hong Kong usually spend a sizeable amount of their disposable income on dining out. It is like a legacy of both the territory’s busy lifestyle and typically small homes that are not conductive to family cooking since most of the population work on an average of 4-8 hour work week. Hence, family gatherings are often held in restaurants rather than at home with professional chefs who do the cooking.


Apart from serving the local population, restaurants also serve millions of tourists from all over the world every year. The restaurant industry has always been an essential element to the success of tourism industry. As stated on the  (2006), the wide variety of the city’s restaurant provides the consumer every imaginable cuisine style for any budget ranging from European bistro to traditional Chinese cuisine. Not only does the city provide a lot of food choices, it also has a long list of superb dining atmosphere that presents a unique dining environment. It may be from a rotating sky scraper overlooking the famous Victoria Harbour to a table and chair set up just beside the busy pedestrian street, restaurant venues are diverse and set accordingly to the type of dining preferred by the consumer. With different combination and mixtures of classical cuisine and fusion food plus culturally inclined and contemporary architectural design, the city provides an unforgettable dining experience. Hong Kong has the reputation for quality and wide varieties of delicacies that created the title as “Gourmet Paradise” and results to attracting numerous tourists visiting the region annually.



 


For the past decade, the economy faced several challenges brought about by some occurrences like economic hardships. According to  (2006), the number of tourists in Southeast Asia reduced significantly during the first half of 2003 because of the sudden onset and outbreak of the disease SARS (Severe Acute Respiratory Syndrome) that caused significant economic damage. With SARS and economic crisis, many restaurants – both small and large (e.g. Golden Harvest and Sun Light) are forced to stop its operations. An article published by Eurofood on March 14, 2002 presented the statistical figures on Hong Kong food sales and decrease of sales among restaurants as compared with the previous terms (see Appendix 1). Despite these challenges in the previous years,  (2006) showed that the region has been experiencing a continual increase in visitor volume and also in average capita expenditure by each visitor since 2003. This report similarly shows tourists are paying approximately 5% more annually for dining experience, as well as other foodstuff. A large number of restaurant owners think that the positive economy and improving tourism market have a direct and positive impact on the whole restaurant industry.


 


According to  from  (2007), the region’s economy caters to the service sector and restaurant businesses serve as a primary segment and source of economic revenue. The whole geography of the region is apparently small yet it presents a large number and assortment of restaurants in a narrow land area. The restaurant industry is a challenging and competitive sector that requires continuous quality improvement and differentiation to meet customer expectation and to strive for customer needs (, 2001; , 2006). During the last decade in Hong Kong, the takings of the “non-Chinese” sector of the restaurant business (which includes other Asian imports such as sushi bars, Thai restaurants and Indian curry houses) grew by more than 7% in the first half of 1997 ( 1996). While the restaurant industry is blooming and with new competitors entering every single day, extra attention to customers’ preferences and catered needs are vital in order to improve financial performance for survival. Many restaurants are trying to target multiple customer segments by diversifying their products and service as to maximize their revenue.  (2004) as cited in  (2006) stated that restaurants would attract international tourists by adjusting service in particular. In relation to this,  (2006) affirmed the works of  (2000) by stating that some restaurants that provide written information on their menus using native languages and include foreign currency exchange services consequently makes the business environment much more competitive. According to  and  (2001), many restaurants in Hong Kong, among other industries, had been facing intense global marketing competition and had been struggling to continue their business operations.


Among the top offers of Hong Kong in terms of tourism is its authentic Chinese cuisine. It is identified that Hong Kong is among the world’s largest centres of great Chinese food. Generally, most references describe Hong Kong cuisine as a combination of eastern and western traditions and style. Its cuisine offerings, from most standard to most expensive and composite arrangements of international gourmet, are broad and this gives the region titles such as Gourmet Paradise and World’s Fair of Food (, 2001). For the  (2007), Hong Kong is a “world of exquisite, mouth-watering dining options.” This is because of good Chinese restaurants situated all over the region that focus in one or more specialization such as Cantonese, Chiu Chow, Hunan, Szechuan, Peking, Shanghainese or Chinese Vegetarian. In terms of global restaurants, Hong Kong as an international city offers a variety of eastern and western restaurants where fine dining or casual family-style meals are served, day and night.


It has been established in most literatures that Hong Kong’s restaurant industry is among the prime features in tourism. Research studies that are focused on tourism marketing and management do not fail to notice the vital role of restaurants or Hong Kong food industry in the hospitality business and economy in general. With this fact, the purpose of this study is to re-examine the restaurant industry market and relationship with the tourism industry in Hong Kong Special Administrative Region (HKSAR). The processes and fundamentals of the approach will be detailed along with a discussion in the following sections.


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


 


1.2     Aims and Objectives


Aim


This study generally aims to re-examine the restaurant industry and its relationship with the tourism industry in Hong Kong Special Administrative Region (HKSAR).


 


Objectives



  • To investigate how the restaurant industry contributes to the tourism industry in HKSAR.

  • To identify and assess the differences in selection and service quality attributes between local consumers and tourists.

  • To find out if dining experience has an impact on tourists’ level of satisfaction during their visit.

  • To examine if dining experience is an important factor for tourists visiting HKSAR.


 


 


 


 


 


 


 


 


 


II.     LITERATURE REVIEW


II.1    Restaurant industry in HKSAR


Today, companies within and outside the food and beverage industry particularly restaurants are striving to deliver not only their products and services but also high or even world class quality and satisfaction that will lead to increased customer loyalty and market share. The market is also experienced, well-travelled, discerning, and in search of new experiences while there is shift from working hours to leisure patterns (., 1998). The significance of customer satisfaction and its relationship with service quality, occupancy rate and profitability has long been exhorted by both management experts and researchers in the tourism field (., 1996; , 1994). Customer satisfaction and service quality in the restaurant business have been precipitated by the need to position organizations competitively in the marketplace. The positioning in the Hong Kong’s restaurant industry propelled marketing managers to build brand image for their brand names in order to create brand loyalty among its customers. However, in line with this propelled brand-building initiative, organizations must address on many issues in order to create brand loyalty among its customers and improve its position.


Previous research exploration in restaurant industry is frequently, if not always, incorporated with the subject or tourism and hospitality particularly of hotels. For example,  and  (1998) explored hospitality trends in Asia-Pacific region particularly five key sectors namely meetings, incentives, conventions and exhibitions (MICE), casino, licensed clubs, accommodations (hotel), and restaurants. Accordingly, Asia-Pacific region’s outlook for hospitality industry is mixed. In the restaurant sector, product revitalization is a trend especially in developed regions like Hong Kong (., 1998). Others are in connection to marketing management such as  and  (1995) who focused on the political and economic policies of People’s Republic of China (PRC) in terms of business negotiations. Results established the importance of “personal relationship” or “guanxi” to the success of business negotiations with PRC.  and  (1993) noted the perception of “guanxi” of Hong Kong businessmen in relation to PRC. Foreign small business owners need to create and build up a “relationship” with their contacts in the PRC. These early researches may support the idea on why foreign small business as well as large one proliferates over Chinese regions aside from culturally related one (e.g. , 1990; , 1990 cited in  & , 1995). A lot of several research journals have found that many consumers accepted the practice of dining purchases in restaurants but seldom indicated that the practice is an important factor in visiting the region. This is among the underlying reasons why this study is conducted.


Nowadays, Chinese food has become one of the three major popular cuisines in the USA and the UK (, 2001; , 2001). Chinese flavours and cooking techniques have become commonplace on many menus, and Chinese-concept restaurants sport truly mainstream images. In all likelihood, Chinese cuisine seems to be making more headway on the international palate (, 2001). The  (2007) reports the region’s population has been increasing steadily with an annual growth rate of 0.4% in the past years. With the number of residents reaching approximately 6.9 million in 2006, Hong Kong is considered to be one of the most densely populated cities in the world. This equates to higher mass food consumption. The economy of region is also known to be one of the freest and dynamic in the world in which its per capita Gross Domestic Product (GDP) is similar to other developed countries. People are able to spend significant allocation of their income for basic or specialty food purchases. With the emergence of SARS in 2003, the economy suffered, yet after the crisis, Hong Kong’s real GDP continuously expand due to booming exports, outstanding and vibrant inbound tourism programmes, and strong contribution of consumer expenditures. The continuous growth in the local economy and the improving tourism market and hospitality industry are leading to a positive impact on the restaurant business.


The number of restaurants is increasing constantly with thousands of restaurants offering a full range of food varieties and services as more and more visitors enjoy the Hong Kong experience. According to   (2005, 2006), the restaurant industry is subcategorized into three categories namely Chinese restaurants, Restaurants other than Chinese restaurants, and Fast food shops. Sub-categories include bars and other drinking and eating places. Comparing the period of 2004-2006, the total number of restaurants has been increasing by approximately 10% in all categories, or about 1000 new restaurants opening every year. Figure 2 shows the number of restaurants in Hong Kong as documented by  (2006).


 


 


 


 


 


 



 


 


 


 



 



                Source: (2006, )


 


In a study conducted by  and  (1995) catering to Hong Kong’s fast-food industry. They recognized the rapid growth of fast-food chains as well as the various challenges that directly and indirectly affect business operations such as intense competition to the point of saturation, price and rent increase, employment deficiency, and political uncertainty. Furthermore, international fast-food chains present a wide selection of core products (i.e. hamburger, chicken, or pizza). Their marketing strategies are mainly focused on image building through insistent marketing communications efforts that add as extra operational burden. In comparison to the local fast-food businesses,  and  concluded that Chinese-style fast-food chains are concentrated on product-orientation and development of great offers. The expanding coverage of fast-food chains is classified according to types. The authors identified that international fast-food chains expand through franchising while domestic fast-food establishments like those in Hong Kong expands through private (such as family) ownership. Also, Chinese food service operation is a Chinese-dominated profession ( & , 2003) with sectorial and cultural specificity as a unique characteristic of the region’s entire Chinese restaurant industry environment (., 2001). 


Meanwhile,  (2007) studied market segmentation particularly on the customer profile of “carryout” or take-out/to-go segment for restaurants as they are believed to be relatively important contributors of restaurant’s overall sales. This is also in line with  (1998) on some empirical considerations when using service quality as a basis for market segmentation. In cases like the restaurant industry, segmentation of customers into different groups is important (., 1999). It is always important to know what the customers “really” need. The growing number of restaurant in the city can be equated to more choices for tourists, competition, and economic revenue. Modern tourism and hospitality organisations are facing various challenges such as consumer demand higher quality of food, governments – guarantee of safety, owners/shareholders – increased efficiency (, 2005). However, there is a constant challenge for the restaurant industry to maintain an acceptable and satisfactory level of quality service to the consumers – both locals and travellers.


 


 


 


 


 


 


 


II.2    Service quality and restaurant selection attributes in Hong Kong


Many studies are conducted in relation to service quality but concentrated on hotel industry alone, for example,  (2000) on satisfaction levels of mainland Chinese travellers with hotel services in Hong Kong,  and  (2000) in service quality of China’s hotel industry, and others.  (2006) indicated that quality is an increasingly important factor that differentiates between competitors in service industries. Unlike tangible goods, many services cannot be simply assessed for quality particularly in the case of restaurant industry where consumers cannot even evaluate the quality of the services until after they consumed it.


One of the most remarkable empirical exploration was that of  and  (2001) who delved on efficiency and quality in service using The Salisbury YMCA of Hong Kong, where they identified various attributes of service quality (e.g. efficiency, accessibility, competence, and empathy) and ten (10) elements in promoting quality culture change and encouraging organizational-wide commitment and involvement (i.e. committed leadership, open organization, customer focus operation, continuous improvement, process improvement, people training and education, people empowerment, competitive benchmarking, supplier/vendor relationships, and performance measurement. Another one is ,  and  (1999a; 1999b; 2000 ) who conducted a three-part consumer research in the restaurant environment wherein the first part is a conceptual model of dining satisfaction and return patronage, second part is research design and analytical methods, and final part is analysis, findings, and conclusion. Results obtained from this comprehensive study recognized that “restaurateur’s in Hong Kong not only face multiple and shifting interpretations of their restaurants by their customers, but they also operate within setting characterized by customers’ potential doubt and insincerity” (., 2000, ). It is not easy to form long-lasting relationship with every customer and loyalty is hard to sustain if used a primary objective. Another important findings on this study is that “dining satisfaction appears to moderate the relationship between the dining experience and post-dining behavioural intentions in relatively generalisable way in the model” (., 2000, ). From here,  and  (2006) interpreted  and  (1994) and suggested that consumer perception behaviour is a chain of stages:




  • Growth in perception of a want or need




  • Pre-purchase planning and decision-making




  • The actual purchase act




  • Post-purchase behaviour, which satisfaction may lead to repeat buying, and vice versa.




 


The consumer perception behaviour stages are not identified randomly as it takes time to determine such. When the consumer was satisfied on the end of the stage, it results to re-purchasing action and if not, the consumer might stop buying the product or service.


 and  (1996) defined quality as meeting the requirements of the customers, they also argued that improving the quality of services is more difficult than improving the quality of products because of the difference between the two. For instance, an unsatisfactory product can be changed or repaired while an unsatisfactory service is something that cannot be undone. In response, it is vital to deliver a satisfactory service. The study also indicated that customers’ satisfaction is based on their personal expectations for what their service experience will be ( & , 1996). If the service performance does not meet individual customer needs, the customer will not desire or require the service.  (2006) explained that service quality is often defined as the satisfaction of expectations, where expectations are biased and the changes that consumers perceive will affect the level of satisfaction.


The  (1994) declared that modern consumers are more sophisticated and possess high level of product/service knowledge, which in turn result to being demanding for quality products and superior restaurant services and prone to complaining poor customer service standards.  (1989) believes that high level of customer retention is equivalent to high quality and satisfaction that will lead to loyalty. Customers are likely to come back to patronize the same product within the restaurant because they feel happy and satisfied with the quality of service. In this instance, these customers will become the source of long-term revenue that will support the financial resources of the restaurant.


Further,  (1999) indicated that the key to a successful business in today’s market is to be able to meet the consumer’s need. To not only survive but to do extremely well, restaurant has to understand what attract the customer in their dining experience and go beyond their expectation. Some restaurants maintain some specific groups of customer’s loyalty by serving the food and providing the service the groups’ favour.  (1997) stated that restaurant owners knows their competition very well, if their restaurant’s approach do not match any regular sets of diners’ need, they will either change their approach or simply sell their business to someone else. Such changes are usually a complete makeover, from food style to interior décor. Because the competition is so fierce, owners often keep their future strategies very secret, afraid that competitions will steal their ideas. As well as the restaurateurs know their competition, they seem to have a lack of knowledge of their customers’ need and expectations. Because of this unawareness of the customers, business strategies made by owners are usually based entirely on past experience, instead of a much more reliable market research; thus results of such change in business approach are rarely predictable (, 1999)


Both local and foreign diners usually have a wide range of choices, and they will subconsciously rule out difference choices and make a final decision as to where to eat depending on various reasons.  (1997) showed that previous studies findings by  (1981) and  (1992) have shown that the subconscious selection has a few common criteria that the diner will evaluate through. Attributes such as menu variety, price, atmosphere, and convenience factors are all common attributes, but the most important factor in the decision making is the food quality of the restaurant, while the restaurant type is the second most important factor. Nevertheless, dining occasion, atmosphere, prestige, location and cost of food also appeared to be the decisive determinant in the final restaurant selection process. When the consumers narrow down to a few restaurants of the same type, studies have shown that the image, cost and the environment of the restaurant become a critical criteria. However, different age group and income segments will certainly affect the criteria of the selection and form specific customer base (, 1997). Figure 3 shows the overall importance percentage ranking variables during the restaurant selection process.


 


Figure 3 ’s Findings on the Overall importance percentage ranking variables

                                                                                                Overall importance


Choice variables                                                               percentage ranking variables


Quality of food                                                                                   82


Type of food                                                                                       63


Cost of food                                                                                       62


New experience                                                                                  55


Location                                                                                              51


Menu item variety                                                                               43


Speed of service                                                                                  41


Ambience factors                                                                                24


Comfort level                                                                                      19


Cleanliness                                                                                          15


Prestige                                                                                                9

Competent waiting staff                                                                      7


Prompt handling of complaint(s)                                                         7


 


Figure 4


Model for hotel customer delight


( & , 2006, )


 


In general, the Hong Kong restaurant industry is comprised of international food chains and locally owned establishments. There are many things that make Hong Kong cuisine unique namely: the manner of presentation; touch of tradition; variety of flavours; new trends; dose of creativity; and others. Because the restaurant industry serves a total of 17 million people, there is a need to have competitive menu.  The restaurant industry in Hong Kong is promising. With the current changes in the lifestyle of people and the contributions of technological advancements, the industry growth rate could be deemed in its progression stage. The major industry trend is the emerging culture of international demand for authentic foreign foods that will cater to the needs of the consumers. Also, the food industry is an integral part of the tourism business especially in Hong Kong. As consumers are more knowledgeable and demanding on what product to purchase, there is a need for restaurateurs to establish, capitalize, develop, and maintain critical success factors (CSFs) of the industry in order to serve the needs of the clients as based on the changing lifestyles, consumer behaviour, and marketing strategy.


 


 


 


 


 


 


 


 


 


 


 


 


 


 


III.    RESEARCH METHODOLOGY


III.1 Introduction


The following chapter presents the methodology which is used to investigate and analyze the restaurant industry and its relationship with the tourism industry in Hong Kong Special Administrative Region (HKSAR). It also describes the procedures that were constructed in sequence to acquire the needed and most useful data and information to the study as well as details on how the accumulated data were analyzed, interpreted, and how the conclusion was drawn. The justification of the ways where the study was accomplished helps in giving purpose and strength to the validity and reliability of the collected information that makes this particular research practice truthful and analytic.


Research is an organized effort with systematic approach to investigate and find out answer of a specific problem (, 1992). It is something people carry out to find out things in a logical way and to increase their knowledge (, 1997). The gathering of information depends on researcher’s intention and analyzing data to find out answers corresponds to the researcher’s question. The explanation of methodology that researcher used can vary depending on what the researcher wants to find out. There are two different types of research: pure and applied. According to  (2005), pure research is formed using emphasis of development, clarification, assessment, enhancement of common research procedure and system. Pure research or fundamental research is more academic and directed to expanding knowledge without any relation to a real situation. On the other hand, applied research is more practical which analyzes a situation and solves problem that actually has value to the real situation. In this study, the researcher used applied research since it includes the analysis of a real situation, which is happening at the moment, and establishes a strong connection with the real industry.


Using applied research in this study, the researcher aims to re-examine the conditions of the restaurant industry and market in Hong Kong. Specifically, it delves on the relationship of restaurant industry with tourism industry. The study focuses on the reassessment of restaurant selection attributes and level of satisfaction of tourists visiting Hong Kong and the analysis of the restaurant industry including its contribution and impact to Hong Kong tourism industry in general.


 


III.2  Survey, experimental and ethnographic research


According to  (2000), there are essentially three main styles of research that include survey method, experimental method, and ethnographic method. Survey method is basically done by questionnaire, where the researcher classified a sample from a population to research, created questionnaire that includes number of questions relating to the subject, and distributed to the respondents. Respondents are then asked to answer those questions and the researcher finally analyzed the data and come up with new findings. It is the most commonly used in many researches because of its ease of collection of a large number of data in a relatively short period of time.


The experimental method, on the contrary, is comparatively less common and characterized as testing variables under controlled circumstances to measure the effect of one variable to another. In the experimental research design, the independent variable is manipulated to find the impact on the dependent variables or it is done by controlling two groups and treating them differently in a certain setting that has already designed by the researcher. The researcher, in the process, must be careful with controlling other unpredictable impacts since it will affect the overall result of the study.


Lastly, ethnographic method involves an investigation through observing participants in a daily life. Naturalism is important and one of its strengths because the research will consider not only one variable but also all the variables that are relevant to the situation. The everyday life is the setting where the researcher can observe the natural behaviour of the participants. It is a best way to observe and research about a certain practice or culture. Similar to experimental research, yet ethnographic method considers wider view and allows participants to freely express their behaviours and thinking.


In this study, the researcher uses survey research method because it is considered as the best way for data collection as compared to experimental and ethnographic methods. It is also due to time limitations and good organization in data collection. Questionnaires were be set up to explore the thoughts of tourists in selection and service quality attributes of restaurants, and to know whether the dining experience would have any effects towards their visits in Hong Kong. Questionnaires were distributed by the researcher by hand and collected immediately after filling in. Moreover, informal interviews were done to tourists to get better understanding of their individual dining experiences and personal opinions.


 


III.3  Qualitative and quantitative research


 (1998) as cited by  (2000) described the qualitative and quantitative research in a simple way that he refers to quantitative research as an empirical research where the data are in form of numbers, while qualitative research includes data that are not in form of numbers. Quantitative research deals more with measurement using numbers and designed in advance so it will be controlled by the researcher. Unlike qualitative research, its focus is about meaning of words and the research setting and design is more natural and personal. It is not necessary to separate them and use one methodology for the research, as sometimes both methods are used in one research.  (2000) also mentioned using quantitative data can generate hypotheses and develop theory while qualitative research can be used to test hypotheses. Since both of methods have own strengths and weaknesses, many researches use both of methods. For example, while using qualitative research method the researcher will have to use quantitative methods to do survey or analyze statistics. In this case, both qualitative and quantitative research methods were used through primary and secondary data collection. This is to overcome the weaknesses of both methods seeing that analysis is based on the two sets of data to re-examine the restaurant industry and market and its relationship with the tourism industry in Hong Kong.


 


III.4  Primary data collection


After considering time, cost and quality factors, the primary research was done through survey method since it is considered the best way for data collection. In tourism research, it is hard to create and observe a setting and control groups because it is a huge area to control where too many variables affect the situation. Therefore, a research through a simple questionnaire would be convenient and easier to get information from a lot of people.


 (2003) suggested that questionnaires can be applied for descriptive or explanatory research. Descriptive research can be used to identify the attitudes or opinions. Moreover,  (2003) also mentioned that in order to get detailed answers from the respondent’s mind, providing open question is useful. This was considered and applied in the designing of questionnaire used in this research. Considering that the objectives of this research is to know visitors’ attitude in selection and service quality attributes of restaurants and to know whether their dining experiences have effect on the level of satisfaction towards their visit in the region, questionnaires for descriptive purpose is designed, distributed in selected locations, filled in, and collected on the spot. Interviews were also done to some other selected tourists in the same location. With the consideration of time as important factor, the researcher decided to use structured interviews with open-ended questions to keep it short and not to take up too much of the interviewees’ time. This approach was chosen to get diverse information and better understanding of opinions in relation to their dining experiences during their stay in Hong Kong.


 


III.5  Secondary data collection


The secondary data collection process was through the suggested sources mainly the Census and Statistics Department and HKTB. Other press and news from Hong Kong Government websites, facts and statistics from the said organisations were researched, retrieved, and collected as secondary data resources that are used to generate analysis and discussion.


Telephone contacts were organized to get in touch with specific members of organisations such as Census and Statistics Department and Hong Kong Tourism Board for the collection of additional information and specific figures in the analysis of the restaurant industry and market as well as its relationship with the tourism industry in Hong Kong. The data collected in these specified organisations served a crucial role in providing demographics as well as essential information on the subject of the research study.


 


III.6  Sample selection


According to  (2000), sampling is simply a process of selecting participants for a piece of research, which means to obtain a sample portion of the survey population. It is also suggested that the best way of doing research would be to do survey to all the population who are related to the particular research. However, it is nearly impossible to survey all the population, thus the researcher had to select a sample of the given population who will significantly represent the population. Sampling is carefully done so that research results are proven accurate and reliable.


In addition,  (2000) mentioned that before the sampling process, the researcher decides who would be included in the sample, like classification by nationality, gender, age, occupation, and other demographic profiles. Moreover, the researcher decides when and where it would take place, for example – one specific or several places in a certain period of date or time. The researcher has selected the Hong Kong International Airport departure area to distribute the questionnaires as it is best place where the researcher can find people from different parts of the world. They are perfect respondents of the study as they had just finished their trip and were about to head off their countries. Respondents were chosen by classification namely nationality, gender, age, and occupation to ensure obtaining diversified respondents. A total of 30 questionnaires were distributed to the respondents on three (3) consecutive Fridays at different period and immediately collected after it was answered. This is to ensure a satisfactory respond rate. All in all, there are equal distributions for both males and females (15 persons each) in order to facilitate diversity in opinion. Data collected are used to assess the differences in selection and service quality attributes between local consumers and tourists. Furthermore, tourists were asked to have short and informal interview using set of questions for better understanding whether their dining experience is an important factor for visiting Hong Kong and if their dining experiences would have affected the level of satisfaction during their stay. Interviewing them indicate getting more comprehensive points of view of the subjects. Their responses are useful facts that are integrated with existing facts in the analysis and discussion.


 


III.7  Validity and reliability


 (2003) stated the disadvantages that exist due to a biased interviewer or interviewee, which mainly concerns misunderstandings between their relationship and misinterpretations caused by cultural differences. This attributes lead to compromising the validity and reliability of researches. Another critical issue affecting the results addressed by  (2003) was the lack of trust between interviewer and interviewee, as interviewee is less likely to reveal more details of the research subject. To eliminate such problems, special care was given in designing more effective questions used in interview to obtain the best response or results possible.


Furthermore,  (2003) pointed out that secondary data source may not provide any conclusive answers for researchers as the process is time-consuming and costly. But more importantly, the data from secondary source may not be relevant to the researched topic, thus providing an irrelevant and useless answer to the research. Regardless of relevance, such secondary data are often very reliable if they are done properly, for instance sponsored by reputable institution with particular field of specialisation, such as HKTB, Census and Statistics Department, or renowned statistical organizations like the World Trade Organization.


In connection to this research, the issue of validity and reliability is addressed by using factual information from primary as well as secondary sources. Also, the validity and reliability is dependent on the strength and weakness of the methods and approaches used in the research. It was established that qualitative research are deemed valid and reliable. With the addition of quantitative approach, the validity and reliability of this study is reinforced. It is further recommended that future studies in relation to this topic must be conducted to sustain strength and eliminate weakness particularly in the research method and approach.


 


III.8  Pilot test of questionnaires


 (2003) suggested that questionnaires should be pilot tested before distribution to make sure of its consistency and cater to the level of understanding of the respondents. So, an approach of internal consistency was applied into the design of questionnaires in advance. All questionnaires were written in English as it is commonly known and used by tourists. First of all, the questionnaires were constructed by the researcher and the first pilot test was taken by the researcher’s contact, Mrs. , an English professor from Hong Kong University. This is to ensure that statements are grammatically correct and easy to understand. Afterwards, second pilot test was taken by five (5) local and foreign students from Hong Kong University to make necessary adjustments.


 


III.9  Data analysis


After the tabulation of data of primary data, everything will be converted to percentage distribution. The primary data, which are the result of surveys and interviews, are arranged into graphs to show comparisons on the analysis and assessment of the differences in selection and service quality attributes between local consumers and tourists. Moreover, the collected data note the visitors’ attitude towards dining experiences while visiting Hong Kong.


The secondary data that comes from Census and Statistics Department and HKTB are referenced and associated on how the restaurant industry contributes to the tourism industry in Hong Kong. Key figures and findings from these organisations provide a general picture of the whole industry. They similarly support and negate the findings of this research study.


 


 


 


III.10 Evaluation of the methodology


As discussed in the previous sections, the methodology has several advantages in terms of time, cost, and effort. However, several disadvantages affect the overall research methodology. Firstly, the sample size is not enough to represent all the population as it is not feasible due to the varying number of tourists that visit the region. In here, the sample population was standardised by using 30 total respondents. Secondly, due to the nature of the population sample and to maximize response rate, the researcher distributed the questionnaires on certain locations instead of mailing them, which is extremely time-consuming. This is to ensure assistance in filling in the questionnaires and at the same time collect them instantly. Lastly, there might have been biased and narrow opinions from the respondents.


 


 


 


 


 


 


 


 


 


 


 


 


IV.    PRIMARY DATA RESULTS


This section presents the results obtained from three (3) segments of the survey questionnaire. The results are presented in pie charts and bars forms accompanied by worded explanation of accumulated data. Explanation regarding the result is also presented.


 


IV.1 Introduction


With a total of 30 foreign respondents who are randomly selected yet specified to have fifteen (15) respondents per gender, the three-part questionnaire was deliberately answered in Hong Kong International Airport departure area. The researcher used closed-ended questions for the survey questionnaire and open-ended questions for the interview to avoid the delay among the respondents and informal interviews. The questionnaires were used to collect quantitative data and the interviews were used to provide qualitative insights into the data collected. Basically, the findings of the study are presented in different sections. The questionnaire’s result is presented by differentiating by sets (Part A. General information or demographics/basic facts, Part B. Personal experience, and Part C. Restaurant selection attributes). The first and second parts of the questionnaires are presented using pie graphs while the last part is in bar graph.


 


IV. 2 Part A. General Information


Part A presents the profile of the respondents of this study that constitute the survey method. It is important to know the profile of respondents for the purposes of accuracy and validity in relation to their responses to survey questions as well as interview. It is assumed that the attributes of the respondents influence their behaviour and answers on the survey questions. 


Aside from the name of the respondents, which are withheld due to the agreement of anonymity, the following are considerably important demographical attributes and basic facts of the respondents: country of origin, sex, age, profession, purpose of visit, length of stay, and rate of visit (first-timer and returnee).


 


  • Among the 30 total respondents, most of them are from Asia and other countries that are not specified with both 27% distribution while European and American countries comes next with 23% distribution.

  • Figure 5 and Table 1


    Presentation and Distribution for Country of Origin of Respondents


     


    Country of Origin


    Frequency


    Percentage


    Asia


    8


    27


    Europe


    7


    23


    America


    7


    23


    Others


    8


    27


    Total


    30


    100



  • It is previously identified that in order to evenly distribute facts and facilitate diversity in opinion, the researcher decided to use 15 males and 15 females as key answerers, which is equivalent to 50% each.

  •  


     


    Figure 6 and Table 2


    Presentation and Distribution of Gender of Respondents


     


    Gender


    Frequency


    Percentage


    Male


    15


    50


    Female


    15


    50


    Total


    30


    100



  • The respondents were grouped according to five (5) age brackets for orderly tabulation of data. Results obtained present that 26% are 25-34 years old, 23% are under 25, and the rest have similarly 17% respectively.

  • Figure 7 and Table 3


    Presentation and Distribution of Age of Respondents


     


    Age


    Frequency


    Percentage


    Under 25


    7


    23


    25-34


    8


    26


    35-44


    5


    17


    45-55


    5


    17


    Above 55


    5


    17


    Total


    30


    100



  • Respondents are categorized according to seven (7) professions. The results reflect that most of them are students (27%) followed by business/commercial (23%), self-employed and retired (both 13%), English/technical (10%), and government administration and clerical/technical (both 7%).

  • Figure 8 and Table 4


    Presentation and Distribution of Profession of Respondents


     


    Profession


    Frequency


    Percentage


    Business/Commercial


    7


    23


    Self-employed


    4


    13


    Government Administration


    2


    7


    Retired


    4


    13


    English/Technical


    3


    10


    Student


    8


    27


    Clerical/Technical


    2


    7


    Total


    30


    100



  • The purpose of visit varies from business, leisure, and others (identified by the respondents. Leisure, with 66% top the list followed by business and others with 17% both. The Others responses correspond to the following: visiting friends, school trip, visiting family, trade show, and seminar.

  • Figure 8 and Table 5


    Presentation and Distribution of Purpose of Visit of Respondents


     


    Purpose of Visit


    Frequency


    Percentage


    Business


    5


    17


    Leisure


    20


    66


    Others


    5


    17


    Total


    30


    100



     


  • The length of stay is divided into three (3) groups namely 1-3 days with 27%, 4-6 days with 53% and the highest, and 7 days or more with 20%, correspondingly.

  • Figure 9 and Table 6


    Presentation and Distribution of Length of Stay of Respondents


     


    Length of Stay


    Frequency


    Percentage


    1-3 days


    8


    27


    4-6 days


    16


    53


    7 days or more


    6


    20


    Total


    30


    100



  • When asked on the rate of visit or how many times they visited Hong Kong, 60% of respondents travelled twice and more while 40% are first-timers. The 60% of respondents include the following number of visits: second – 5 persons; third – 6 persons; fourth – 1 person; fifth – 2 persons; sixth – 1 person; eighth – 2 persons; and numerous times – 1 person.

  • Figure 10 and Table 7


    Presentation and Distribution of Rate of Visit (First-timer or Returnee)


    Rate of Visit (First-timer or Returnee)


    Frequency


    Percentage


    Yes


    12


    40


    No


    18


    60


    Total


    30


    100


     



     


     


     


    IV. 3 Part B. Personal Experience


    Part B discusses the main subject of the study – if dining experience is an important factor in Hong Kong visit, dining satisfaction, and effect in tourism as being probed. Linking the following figures and tables to the later segment, they present the basis of analysis and discussion in relation to the main subject of the study.


     


  • Out of the 30 foreign respondents, 80% said that dining experience is an important factor in their visit while 20% said otherwise.

  • Figure 11 and Table 8


    Presentation and Distribution of Respondent’s Yes-No Answer on the Importance of Dining Experience in their Visit


     


     


    Frequency


    Percentage


    Yes


    24


    80


    No


    6


    20


    Total


    30


    100



  • When asked if dining experienced has been satisfying during their stay, 87% answered yes while 13% replied no. They were also asked why and their varied reasons are presented after Figure 12 and Table 9 below.

  •  


     


     


     


     


     


    Figure 12 and Table 9a


    Presentation and Distribution on the Respondent’s Yes-No Answer if their Dining Experience has been Satisfying


     


     


    Frequency


    Percentage


    Yes


    26


    87


    No


    4


    13


    Total


    30


    100



    Meanwhile, these are the reasons identified by the respondents as to why or why not their dining experience has been satisfying or not.


    Table 9b


    Breakdown of Yes-No Responses


     


    YES


    NO


    Cheap and wide range of choices


    The food doesn’t really fit my taste.


    So far so good


    Nothing is special.


    There are high varieties of meals for choosing which I have never experience in monotonous variations over the 5 visits. International tastes can be satisfied in high quality.


    It’s OK, so so, nothing special.


    Clean and tasty foods with unique styles


     


    Good customer service, nice food, provides great variety of choices, cheap.


     


    It has been satisfying in the sense that it reflects the cultural aspects of HK. Therefore, it is a change. I look forward whenever I visit the region and enjoy dining outside tasting the real Chinese food.


     


    A lot of choices, affordable prices, clean, friendly people, tourist friendly menus


     


    Because the food is good and the price is cheap


     


    Because has a lot of choice


     


    It is always over my expectation


     


    The food is good and the variety is good too.


     


    It was good for cost. Many choices.


     


    Because of the professional displayed by the staff.


     


    HK has given me a lot of bright remembrance because there are many delicacies in HK.


     


    Very unique and tasty


     


    HK is well-known for guest, food was one of the main reasons that I can choose. HK as a tourist destination and as I expected the variety and quality of food was quite enjoyable.


     


    Most of the time, it’s OK if you dine in restaurants but sometimes the local “cafes” can be quite disgusting hygiene-wise.


     


    Delicate and attentive customer service, comfortable dining experience, high quality of food (delicious and appealing)


     


    You can find almost any kind of food here.


     


    I enjoyed different cuisine around the world. HK has been an interesting experience especially in terms of food.


     


    HK provides many times dining options in various price ranges. Not only are there many restaurants to choose from. The areas in which they are located spread out. No matter what tourist spot you’re in, you always be able to find something good to eat close by.


     


    Part of the Asian culture, authenticity, reputation and famed, HK is known to be good place yet to get very good food.


     


    Lots of great restaurants in HK, they have perfect environment, good service, and good quality of food.


     


    I have always wanted to visit HK because I love to eat different food and I have heard one of my friend said that I can enjoy a lot of high quality and different types of food in HK. Moreover, I also come here to shop with my wife.


     


    HK is the place where we can find international cuisines with great service.


     


     


  • When asked if dining experience will affect the level of satisfaction during their stay, 87% answered yes while 13% replied no.

  • Figure 13 and Table 10


    Presentation and Distribution of Respondent’s Yes-No Answer if their Level of Satisfaction Affected their Stay


     


     


    Frequency


    Percentage


    Yes


    26


    87


    No


    4


    13


    Total


    30


    100



     


     


    IV.    Part C. Restaurant Selection Attributes


    Part C is the Restaurant Selection Attributes was adopted from ’s choice variables. The researcher used the identified variables and provided three (3) degrees of acceptance or level of satisfaction namely Low, Medium, and High in which the respondents used in measuring important factors in their dining experiences. Figure 14 and Table 11 presents the obtained facts.


     


     


     


     


    Figure 14


    Presentation of Respondent’s Restaurant Selection Attributes



    Table 11


    Distribution of Respondent’s Restaurant Selection Attributes


     


    Choice Variables


    Low


    %


    Medium


    %


    High


    %


    Quality of Food


    0


    0


    7


    23


    23


    77


    Type of Food


    9


    30


    15


    50


    6


    20


    Cost of Food


    4


    13


    13


    43


    13


    43


    New Experience


    4


    13


    13


    43


    13


    43


    Location


    7


    23


    14


    47


    9


    30


    Menu Item Variety


    2


    7


    16


    53


    12


    40


    Speed of Service


    5


    17


    11


    37


    14


    47


    Ambience Factors


    4


    13


    16


    53


    10


    33


    Comfort Level


    2


    7


    13


    43


    15


    50


    Cleanliness


    1


    3


    9


    30


    20


    67


    Prestige


    3


    10


    14


    47


    13


    43


    Competent Waiting Staff


    6


    20


    13


    43


    11


    37


    Prompt Handling of Complaint(s)


    9


    30


    11


    37


    10


    33


    Friendliness of Waiting Staff


    4


    13


    7


    23


    19


    63


     


                Basing on the previous data presented, results from the respondents state the following findings: quality of food is high (77%), type of food is medium (50%), cost of food is either medium or high (both 43%), new experience is also either medium or high (both 43%), location is medium (47%), menu item variety is medium (53%), speed of service is high (47%), ambience factors is medium (53%), comfort level is high (50%), cleanliness is high (67%), prestige is medium (47%), competent waiting staff is medium (43%), prompt handling of complaint(s) is medium (37%), and friendliness of waiting staff is high (63%).


     


     


     


     


     


     


    V.      ANALYSIS AND DISCUSSION


    V.1    Introduction


    In this chapter, the primary data collected in the survey questionnaire results are analyzed and discussed based on the objectives of the study. The process of analysis and discussion goes together with the secondary data cited in the earlier sections of this study. In order to meet the established research aims and objectives, this chapter is divided into four (4) different discussion segments. The data obtained in the survey method are incorporated with secondary facts so as to support arguments and findings. Similarly, the result elicited from respondents is compared.


     


    V.2    How the Restaurant Industry Contributes to the Tourism Industry in HKSAR


                Tourism in Hong Kong plays an extremely important role in the region’s economy ( & , 2000) or China’s economy as whole (, 1998) especially with its direct and indirect economic influences. It has been recognized that Hong Kong is among the top tourist destination in the world where millions of tourists and travellers visit the region all year round. This is because Hong Kong offers a wide variety of natural, cultural, and cosmopolitan attractions such as Victoria Peak, Open-Air Markets, Ocean Park, Repulse Bay, Sik Sik Yuen Wong Tai Sin Temple, Aberdeen, Hong Kong Convention & Exhibition Centre, Stanley Market, and others. According to the results of this study, restaurant industry is proven to be a significant aspect of Hong Kong tourism as most of the respondents travel for the purpose of leisure (66%) and stay within 4-6 days (53%). These tourists vary from countries of origin mostly Asian (27%) and others (27%) (i.e. Europeans and Americans both 23%). Leisure travellers are considered to be more heterogeneous in their needs than in their expectations (, 1999). It is practically understood that when people travel, everyone has to eat – may it be for physical needs or food connoisseurship. The restaurant industry is practically a key feature of the region’s tourism by providing people with additional activities to do when they are at the city. According to respondents, “Hong Kong is a place where we can find international cuisine with great service” and “you can find almost any kind of food here” and this reflects that tourists try to have the best selection of food during their stay.


                Restaurant industry contributes with the tourism sector by having visitors who purchase food in various restaurant outlets – Chinese or non-Chinese, and in return add revenues to the economy. Results from the survey state that most visitors who come to Hong Kong are young adults with ages 25-34 (26%) who works in Clerical/Technical field (27%), which means that they are stable earners and able to spend specific amount of money for food procurement. Food services, like those that are offered by the restaurants in the region, contribute to the competitiveness of a country as a tourism destination (., 1998 cited in , 2005). Also, most visitors are returnee (60%) who has been to the city for 2-8 times. When these visitors spend money in buying food items, part of their money will become a part of the economic proceeds of the restaurant itself and economy in general.


                Finally, due to the authenticity, variety of food items as well as the cultural nature of food, visitors are curious to try them. Hong Kong has numerous international (i.e. Italian, French, German, Greek, Mexican, American, etc.) and local (i.e. Cantonese, Chiu Chow, Shanghainese, Peking, Hunan, and Szechuan) restaurants who offer specific type of foods. Particularly, traditional and authentic Chinese restaurants draw curiosity to people and invite them to try Hong Kong restaurant offerings. The role of government in supporting and promoting the entire restaurant industry is also significant as HKTB promotes the city as Events Capital of Asia wherein the restaurant industry is part of its entire package. The restaurant industry draws more people to visit Hong Kong for the sole and simple reason that there are great varieties of international cuisines in the region and serves like one-stop-shop for foods. Generally, together with all the top offerings of Hong Kong, the restaurant industry is a promising area of city’s tourism and hospitality sectors.            


     


    V.3    The Differences in Selection and Service Quality Attributes between Local Consumers and Tourists


    It is given that local consumers are already familiar with the trends of customer service in the region. Hong Kong-based customers or the local ones are Asians. Relating to  and  (2000), Asian travellers likely emphasize value for money and staff service quality. Since the survey was limited to departing tourists, the survey result using ’s choice attribute criteria serves as the basis of comparison for tourists together that of  (1997), which is specific to Hong Kong/local consumers and  and ’s findings that are general in nature.


                The following are obtained result of Part C of the survey questionnaire and summarized in Table No. 12 below:


    ·         Quality of food – The respondents rated the quality of food as high (77%) and ranked as first. This is similar with the findings of  (82%). The reason behind this similarity is attributed to the nature of food that is served as it is always amalgamated with authenticity and cultural considerations. According to the interview report of respondents, they described the quality of food as world-class and high, “tasty foods with unique styles”, “very unique and tasty”, “delicious and appealing”, and the likes. It is frequently associated and contributed by the other factors that made its total experience (i.e. price, choices, customer service, etc). Therefore, local and tourist customers similarly regard quality of food, as highly and primary criterion in selecting restaurants where they could dine.


    ·         Type of food – The type of food is rated as medium (50%) and ranked as sixth in this study. In ’s study result, this category is ranked second (63%). This means that local customers are particular in the type of foods because they are Chinese nationals and they have a particular type of food to eat. Tourists, on the other hand, are adventurous in nature so they eventually explore the type of food that they will eat. Respondents commented that Hong Kong restaurants have “nice food”, “many choices”, “different types of food”, and others. This is because of the various restaurants and food outlets that offer international and local food products and services. The selection criterion in relation to type of food is dependent on their personal preferences and purchasing behaviour.


    ·         Cost of food – This choice criterion is either medium or high (both 43%) as it resulted to similar number of distribution. In this study, it ranked as eleventh (with two other similar percentage distributions) as compared to ’s with 62% and ranked as third. Local clients are specific when it comes to the cost of their foods because they are aware of the prices of raw materials that are used in making specific recipes, for instance. For tourists, they are also concerned with the prices yet still willing to spend just to have a taste that offering. Most tourists travel for leisure and they have stable employment so they are able to handle the cost of food. According on comments of respondents, the foods are “cheap”, “affordable prices”, “the food id good and the price is cheap”, “good for cost”, and others. In selecting a place to eat, price or cost of food for local and tourists customers is an important consideration.


    ·         New experience – This is also either medium or high (both 43%) and ranked as eleventh (as cost of food and another choice variable). In contrast to , it has 55% importance distribution and ranked as fourth. It is surprising to note that local customers give importance to new experience when dining while tourists are not. A probable reason is because majority of the respondents are returnees and travelled back and forth in Hong Kong, thus they are already familiar with the experience. “Hong Kong has been an interesting experience especially in terms of food” and “lots of great restaurants” as stated by respondents. In this study, the selection of restaurant where to eat in terms of new experience is important.


    ·         Location – This study rated location as medium (47%) and ranked it on eight (with two other criteria).  has 51% importance distribution and ranked as fifth. For local customers, the location is important as they are already Chinese nationals and familiar on how traditional or common Chinese restaurants look like, so they tend to look for other location for new experience. Tourists are also particular with location as they want to see different types of dining environment. Hong Kong restaurants – Chinese or non-Chinese, fine or casual dining – have memorable locations (, 2007) like tables overlooking the fishing harbour in Victoria Peak, cosy downtown basements, dining areas set among city centres glades of trees. A particular respondent stated that “Not only are there many restaurants to choose from. The areas in which they are located spread out. No matter what a tourist spot you’re in, you always be able to find something good to eat close by”. Restaurants are very accessible as they can be found in any corner of the city. In selecting restaurants in terms of location, local and tourists customers regard it with particular importance.


    ·         Menu item variety – The study rated menu item variety as medium (53%) and ranked as fourth.  rated it 43% and ranked as sixth. Local customers are likely to be familiar with the types of food that are listed in restaurant’s menu. Tourists possess basic knowledge on what are the items listed in the menu as they assume it is mostly Chinese or depending on the type of restaurant they are into. However, tourists give relative importance to the menu item variety as they want to have extensive list of choices just in cases where they need alternatives. Some people, according to one respondent, are not comfortable with Chinese foods as “it doesn’t really fit” their taste. Most respondents also commented that Hong Kong restaurants have “many choices”, “great variety of choices”, “wide range of choices”, “high varieties of meals”, “lot of choice”, “the variety is good”, “variety and quality of food was quite enjoyable”, and others. Hong Kong restaurants, according to another respondent, are “tourist friendly”. In selecting restaurants to dine, local customers pay less attention to menu item variety while tourists’ customers give further particular attention.


    ·         Speed of service – This study recorded a high (47%) importance distribution and ranked as eight (similar with location). , the other hand rated it 41% and ranked as seventh. The findings of both studies are not totally different. Local and tourists customers prefer speedy service attribute especially during rush or peak hours. It is also expected that restaurants are particular with the speed of service with special consideration to some types of restaurants where there are do-it-yourself or unique food preparations. Another important factor is the fact that potential customers do not have any idea on the speed of service because they are first-timers or some are based on word of mouth and case-to-case basis. Some respondents commented that Hong Kong restaurants have “good customer service” and everything follows. In selecting restaurants in the basis of speed of service, both local and tourists customers consider it of significant importance.


    ·         Ambience factors – This study rated ambience factors as medium (53%) and ranked as fourth (together with menu item variety). In , it was rated 24% and ranked as eight. Local customers are comfortable with any area in where they will dine because they are already residents of the city. On some cases where they eat on foreign food outlet, local consumers just see to eat that they are comfortable with the quality, type, and cost of food and everything will follow. Tourists’ customers are very much particular with ambience factors. People who travel seek comfort due to various affecting factors like they are tired of the trip. As most of the respondents travel for leisure, it is expected that they will look for places where they can relax, enjoy, and celebrate. Respondents reported that Hong Kong restaurants “have a perfect environment”, “has given me a lot of bright remembrance”, and others.


    ·         Comfort level – The respondent rated comfort level as high (50%) and ranked it as sixth (together with type of food) while  rated it 19% and ranked as ninth. Local customers do not particularly give further importance to comfort level as majority of Hong Kong people are working and they are always on the go. However, it is regarded that the comfort level of local customers are dependent on their reasons of dining out like special occasions or any other reasons. For tourists’ customers, comfort level is highly important as they wanted to feel happy and contended with the Hong Kong trip especially in dining. In reference to the above choice variable, comfort level is a product of good ambience or environment. Respondents commented that restaurants have “comfortable dining experience”, “good place” and others. In selecting restaurants on the basis of comfort level, local clients are likely undermining the importance of comfort which is contrary with tourists’ customers who regard it as highly important.


    ·         Cleanliness – Respondents rated cleanliness as high (67%) and ranked as second while  rated it 15% and ranked as tenth. This is a very alarming fact as most people today give their highest attention on health and health issues. Thus, they are making sure that the foods they eat are clean. Local customers, as stated are already familiar with the foods they order and eat – its preparation, ingredients, and the likes. So, they are trust their food handlers on the cleanliness of their foods because almost all food servers are Chinese too ( & , 2003). Tourists, on the contrary give highly importance to cleanliness. Aside from the specified reason above, tourists demands safety and wellness. Since food contributes to the nourishment of physical body, tourists are selective on places where to obtain or purchase such. according to one respondent, “Most of the time, it’s OK if you dine in restaurants but sometimes the local “cafés” can be quite disgusting hygiene-wise”. In selecting places to eat, local customers are trust that the food they eat is clean due to the fact that they are familiar and their co-Chinese serve it for them while tourists’ customers highly regard cleanliness next to quality of food because of health and safety reasons.


    ·         Prestige – The respondents of this study rated prestige as medium (47%) and ranked it as eight (same with location and speed of service) while  rated it 47% and ranked as eleventh. Local customers are common Chinese citizens and dine in restaurants just for special occasions. The prestige of the place that they will eat is less important because they are just there for celebration. Also, Chinese are thrifty individuals and as part of cultural respect and nationality, they take pride on traditional Chinese restaurants as venue for dining. On the other hand, tourists’ customers are stable wage earners and travels for leisure. Prestige is not also very important as what they are expecting is quality and authentic food that will suit their Hong Kong experience. One respondent stated that Hong Kong restaurants have “reputation and famed”. In selecting restaurants on the basis of prestige, both local and tourists see less importance as the overall quality of dining experience counts most.


    ·         Competent waiting staff – The respondents rated competent waiting staff as medium (43%) and ranked as eleventh (same as cost of food and new experience).  rated it 7% and ranked as twelfth (same as prompt handling of complaint(s). Local and tourists customers alike expect restaurant staffs to be competent as they need to have given skills, pass specific requirements, and other specifications before employment. According to some respondents, Hong Kong restaurants have “good customer service” and “professional displayed by the staff”. In selecting restaurants on the basis of competent waiting staff, both local and tourists customers are not very critical.


    ·         Prompt handling of complaint(s) – This study rated prompt handling of complaint(s) is rated medium (37%) and ranked as fourteenth (last) while  rated it 7% and ranked as twelfth (similar with Competent waiting staff). Local and tourists customers are less critical in this aspect. This is because both customers are expecting high quality among Hong Kong restaurants. According to another respondent, they have “delicate and attentive customer service” and this reflects the cultural identity of Chinese as respectful people. In selecting restaurants on the basis of prompt handling of complaint(s), both local and tourists customers are less critical as they expect quality service to be given to them.


    ·         Friendliness of waiting staff – The study rated friendliness of waiting staff as high (63%) and ranked as third while  rated it less with 3% and ranked as fourteenth (last). It is not surprising that the local customers pay the least consideration on the friendliness of waiting staff because they are already familiar and comfortable on the Chinese food service and also with the fact that they are also Chinese. On the case of tourists, the friendliness of waiting staff is very important because staffs are expected to give friendly and outstanding service without being demanded. Also, staffs are friendly in order to give the best service, warm welcome, and memorable experience for the tourists. This, together with all other choice variables will give a significant effect on increasing customers. According to some respondents, Hong Kong restaurants have “friendly people” and also related to “good customer service”. In selecting restaurants on the basis of friendliness of waiting staff, local customers tend to neglect it while tourists’ customers highly regard with further importance.


    Table 12


    Comparison of  (1997) and the Result of the Study


     



     


    This model incorporates the necessary elements in managing change. As a given fact, change is directed to the eventual development and continuous improvement of the whole organization. It aids in foreseeing the competitive position in the highly competitive global business environment.


     


     


     


     


     


     


     


     


     


     




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