Newsletter   December 2016 
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Research Achievement

“Examining the Factor related to Tourists’ Perceived Value of Shopping Tourism” authored by Dr. Miju Choi, won the Rising Scholar Award in the 80th International Conference on Tourism organized by Tourism Sciences Society of Korea on 13-15 July 2016 in Pyeongchang, Korea.

Abstract

The purposes of this study are as follows: (1) to investigate tourists’ perceived value of shopping tourism, (2) to identify dimensions of shopping destination trust, (3) to examine how shopping destination trust affects tourists’ perceived value of shopping tourism, (4) to explore whether or not gender moderates the relationship between shopping destination trust and tourists’ perceived value of shopping tourism, and (5) to provide academic contributions and practical implications for DMOs to attract shopping tourists to meet the needs of shopping tourists.

Research findings reveal that five out of eight hypotheses are supported. Specifically, the relationship between shopping destination trust and each of the tourists’ perceived values of shopping tourism are statistically significant. However, only gender moderates the relationship between shopping destination trust and tourists’ functional value (quality/performance) of shopping tourism.

Interested readers please contact Dr. Miju Choi (mijuchoi@baf.cuhk.edu.hk) for the details of the paper.

 Miju

Dr. Choi joined the School of Hotel and Tourism Management at The Chinese University of Hong Kong as a Lecturer in August 2015. She received her Bachelor's degree in Tourism Management from the Sangji University in Korea and her Master's degree in Tourism Management from the University of Surrey in the UK. She received her PhD in Tourism Management from the Hong Kong Polytechnic University, Hong Kong SAR. Dr. Choi’s research interests include shopping tourism, theme park studies and consumer