Sohu - 2010 Hong Kong Tourist Satisfaction Survey
Company overview
Sohu.com is one of China's leading internet media platforms, offering a range of services including news and information, search engines, community interaction, and video entertainment. Sohu Hong Kong, a key platform of the Sohu Group targeting the Macau and Hong Kong markets, has been monitoring the travel experiences of mainland Chinese tourists since 2008 and has jointly launched the 'Hong Kong Tourist Satisfaction Survey' with various media resources, serving as a vital bridge connecting tourism sentiment and consumer voices between the two regions
Research background
In recent years, as mainland residents' consumption capacity has improved, tourism and shopping in Hong Kong have become one of the mainstream leisure activities. However, a series of negative incidents involving mainland tourists in Hong Kong in 2010—including the 'Guide Zhen Incident', the 'Former National Team Athlete's Sudden Death During Shopping', and the 'Customs Taxation Policy'—have drawn widespread attention and significantly undermined tourist confidence. Amid economic recovery, Sohu Hong Kong initiated the '2010 Mainland Tourist Hong Kong Tour Satisfaction Survey' to assess changes in tourist confidence, service experiences, and improvement suggestions based on authentic user feedback. The findings will be fed back to relevant Hong Kong tourism institutions to help optimize the tourism environment.
Research scope
On October 25, 2010, CEIDEA Research was commissioned by Sohu Hong Kong to serve as the sole professional research partner for the '2010 Mainland Tourist Hong Kong Tour Satisfaction Survey', responsible for full-cycle data collection and analysis. This marks the third time since 2008 that CEIDEA Research has provided this service to Sohu. The survey adopted an online voting format, conducted from November 29 to December 17, 2010, focusing on mainland tourists' overall satisfaction with shopping experiences in Hong Kong, confidence in shopping, experiences at various service touchpoints, and perceptions of tourism service quality during major holidays. A new 'Holiday Module' was introduced, focusing on peak periods such as National Day and Christmas, expanding channels for public expression. In addition to the general public survey, the project invited celebrity figures such as Ren Yatong, champion of the 'Beautify the City' contest, Guan Shang Feifeng, a well-known media personality from Guangdong, and online influencer Sandy to share their high-end travel experiences. The project also collaborated with commercial venues such as Times Square and Lang Hau Plaza for interactive engagement.
Expected outcomes
Through this survey, Sohu Hong Kong will obtain comprehensive data on mainland tourists' satisfaction with Hong Kong's tourism services and gain a clear understanding of the impact of economic and policy changes on tourist behavior. The research findings will provide data support for improving tourism services and optimizing tourist policies in Hong Kong. By incorporating feedback from celebrities and high-end tourists, the study will reflect consumer expectations, offering valuable insights for Hong Kong tourism institutions to develop service strategies more closely aligned with the needs of mainland tourists. Additionally, the campaign's extensive dissemination through online and media platforms will further enhance Sohu Hong Kong's brand credibility and interactive influence.
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