Hong Kong professor finds out the way tourism services providers satisfy honeymooners

Saturday, December 18, 2021

A romantic honeymoon for many couples is a vital element of the perfect wedding. How destination marketers and tourism service providers make sure that their offerings are absolutely satisfying to honeymooners’ holiday fantasies?

Jin-Soo Lee, the Professor of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and his co-researchers has recently found the quality dimensions that contribute to the satisfaction of the honeymooners and relationship with the destination, throwing useful information as well as advice for destination marketers looking for capitalizing this market segment.

When it comes to romantic fantasy, relishing the perfect vacation is an important part for all newlyweds. Researchers have defined a honeymoon as a “once in a lifetime moment.” Often, it’s the first chance for couples to “spend intimate time” in an exclusive and exotic place, where they can start creating their first shared memories.

During the long process of wedding related planning, honeymoon is something to imagine, but the details of this fantasy may be different. Researchers have said that honeymooners look for “a variety of tourist attractions”, like beautiful scenery, luxury accommodation and spa treatments. Also, convenient transport and a safe and pleasant environment are crucial.

Though, turning such fantasies into reality costs a lot. Honeymooning couples spend three times more compared to what they would normally do on a typical holiday. Unsurprisingly, say the researchers, destinations have “devoted aggressive efforts” in drawing this market segment, which has tremendous possibility to perk up tourism income for accommodation providers, restaurants, entertainment venues and tour companies. For example, honeymoon tourists visiting Thailand contribute approximately US$1.5 billion in tourism revenue per year.

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