The research findings by two UTM scholars underscored the likely appeal of Macao to cruise passengers using nearby Hong Kong as a home port or port of call. The authors highlighted that the Hong Kong-Zhuhai–Macao Bridge had made day trips simpler, but lengthy waits at border crossing points could still be an issue
A new study by two scholars from UTM indicates that cruise ship passengers in general – particularly those seeking authentic experiences – value ‘accessibility’ most highly if considering side trips beyond their vessel’s ports. According to the authors, this bodes well for Macao in relation to cruise ships making stops in the neighbouring city of Hong Kong.
The UTM academics wrote: “The ‘ease of transportation’ emerges as the most critical determinant for this group, suggesting that Macao, accessible via the Hong Kong-Zhuhai-Macao Bridge, can feasibly be included in a one-day itinerary for cruise passengers.”
The study was co-produced by UTM Assistant Professor Dr. Clara Lei Weng Si. She is also Dean of the University’s Faculty of Innovative Hospitality Management. Joining her on the research was UTM Vice-Rector Dr. Connie Loi Kim Ieng.
Their findings were featured in the academic paper “Exploring onshore excursion preferences among cruisers: application of the travel career pattern in the Hong Kong cruise tourism context”, available online since March in the scholarly journal Tourism Recreation Research. (Click here for access to full paper.)
The Macao Government Tourism Office (MGTO) has also recognised the potential value of attracting international cruise passengers docking at Hong Kong to Macao. MGTO has partnered with several cruise operators to encourage such inbound group tours. As of March, at least 12 international cruise lines offered such group tour packages for Macao.
The UTM scholars said in their paper that the nearby Mainland city of Zhuhai could also be an “attractive destination” for cruise passengers making a stop in Hong Kong.
“Destination management organisations or tourism bureaus of these cities should leverage this accessibility advantage to attract cruise passengers,” the authors said.
However, the UTM researchers noted that tourists travelling between Hong Kong, Macao, and Zhuhai still need to undergo immigration procedures when entering and leaving each of these jurisdictions. “The border-crossing process can be time-consuming and potentially deter cruise passengers from exploring nearby cities from Hong Kong,” they observed.
“Therefore, a convenient and swift immigration procedure is a primary consideration and a top priority for these cities if they aim to target the cruise passenger segment in the near future.”
The study by the two UTM scholars delved into the topic of cruise tourism, examining the factors and destination characteristics that influence cruisers’ onshore excursion preferences. The research combined qualitative content analysis and a quantitative on-site questionnaire.
First, the researchers conducted a content analysis of three cruise travel websites, namely Cruise Critic, Tripadvisor, and Cruiseline. This analysis aimed to identify any comments related to excursions to Macao from Hong Kong’s Kai Tak Cruise Terminal.
Second, the researchers developed a quantitative questionnaire based on insights from various previous cruise studies, and incorporating key themes identified during the qualitative content analysis stage. The questions were put to 602 cruise passengers who either embarked from Hong Kong as their home port or used Hong Kong as a port of call.
The findings revealed some heterogeneity within the cruise passenger demographic compared to other research suggesting that consumer group was relatively homogeneous. “We have identified two distinct segments – ‘authenticity seekers’ and ‘generic sightseers’ – offering a more detailed understanding of passenger preferences and behaviours,” said the UTM scholars.
The two authors explained that their findings showed authenticity seekers preferred “not to limit themselves to large, self-contained establishments providing one-stop services”, like integrated resorts or large-scale shopping malls. When onshore, they opted to explore the destination’s local features such as food, local events, shows, and heritage and culture. “This group, who likely engage most with local attractions, can be potential onshore excursionists,” the UTM scholars said.
By contrast, generic sightseers were “not especially passionate about most activities apart from natural scenery and heritage or cultural sites,” the findings showed. “They seem to be less active compared to the first cluster, and their travel paths likely focus on major scenic sites, whereas authenticity seekers may explore more diverse and in-depth routes.”
The study results showed that authenticity seekers constituted the larger cluster of the two.
The UTM scholars suggested that cruise ship operators should cater to the distinct needs of authenticity seekers and generic sightseers when it came to onshore tour offerings.
“Carefully curating a range of onshore itineraries is key to meeting these needs,” they said. “Authenticity seekers, for instance, may prefer spending more time at an onshore excursion that offers a variety of local specialties. On the contrary, generic sightseers may favour itineraries that provide a concentrated experience of natural and cultural elements over a shorter period.”
Editor: UTM Public Relations Team
