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With regard to the relationships between travelrelated behaviors and package tours selection factors,
times of joining package tours, destination of the coming tour, traveling partners, traveling with children
and number of traveling partners were significantly related to package tours selection factors. It was
concluded that travel-related behaviors would affect the choice of package tours for Hong Kong residents.
Finally, marketing suggestions were made for Hong Kong’s travel agencies in this study. Safety and
guaranteed departures, training for escorts and tourguides, and customer care services were the three areas
to which travel agencies should pay attention. By emphasizing these three areas, the attractiveness of
package tours and the competitiveness of travel agencies could be improved.

However, caveats exist that may limit these recommendations. It can be argued that in a fiercely
competitive market structure, those that initiate these policies would well by quickly imitated by competitors.
It is common to see this phenomenon in Hong Kong that a 100% copy of the itinerary appears in the next
day’s newspaper when another travel agency discovers their competitors’ new initiatives. Nevertheless, this
study had successfully identified the selection criteria in a macro sense, that is, to show the overall preference of outbound tourists. All travel agents can benefit by understanding holistically how their customers choose their products. Having said that, any introduction of these policies would need to be carefully considered within a wider schedule of product enhancement and market strategies. Individual travel agents or operators should not just simply copy competitors’ new initiatives. Each travel agent should have its own strengths and weakness. A direct copy without taking self evaluation and product development may, on the contrary, lose market share in the long run. Finally, the conventional limitation should be observed— that is the study is of 220 respondents out of a market of over 3 million, thereby necessitating obvious
caution in implementing the recommendations and generalizing the findings; thereby re-iterating a familiar
call for yet more research to confirm these findings. By the same token, further research can be extended to
investigate other cultures such as residents in USA and Europe and even Chinese people living in Mainland
China, Taiwan, Singapore and Malaysia. Such comparisons to see any differences or similarities between
different cultures in the selection criteria would possess interest while permitting tailor-made marketing strategies appropriate to each market segment.

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