A theoretical model of the impact of a bundle of determinants on tourists’ visiting and shopping intentions: A case of mainland Chinese tourists

The theory of reasoned action (TRA) and its antecedents were adopted to explain the impact of a bundle of determinants on the visiting and shopping behavioral intentions of tourists. 778 questionnaires were collected from mainland Chinese tourists to Hong Kong. Product quality dimension was found to have a direct influence on behavioral intention and the staff dimension was found to have a direct influence on overall satisfaction. Hedonic value had a stronger influence than utilitarian value on overall satisfaction and subjective norm. Overall satisfaction had a positive influence on attitude and subjective norm. Finally, the subjective norm exerted a stronger impact on the behavioral intention than attitude. The results of this study will be valuable for the Hong Kong Tourism Board in developing sustainable strategies to enhance Hong Kong׳s image as a “shopping paradise.”