Visitors’ Perception on Hong Kong Toy Festival

The Hong Kong Toy festival is an event that plays a crucial role in China’s Toy and games industry and it is one of the top ranked events in terms of number of attendance especially in the recent decades.  This study was carried out so as uncover perceptions of visitors to exhibition during the 4th Hong Kong Toy Festival that was held at Hong Kong Convention and Exhibition Centre. It is worth noting that determining the visitors’ perceptions towards the Toy festivals will help the facilitators to improve the convention so that the number of visitors attending the event continuously increase year by year.  This study is geared toward primarily determining the perception of visitors towards the Toy Festivals and point outs measures to be undertaken to ensure increase in the number of visitors attending the exhibition through taking perceptions by visitors into account.  It is important to note that visitors perceive the exhibition differently depending on their demographic backgrounds.  For this study, the main goal is to determine the effects of income levels, age, and education of visitors attending the Hong Kong Toy Festival on their perceptions toward the Hong Kong Convention and Exhibition Centre, which is the venue for the event and also to form solid suggestions for convention facilities, regional inhabitants and local administrations concerning the steps necessary to boost the number of visitors attending the convention.  Moreover, a One-way variance analysis was used to study such effect on perceptions towards the Hong Kong Festival exhibition held at Hong Kong convention and Exhibition Centre. During the variance analysis, if the results happened to be meaningful, then the Scheffe test was constructed. Furthermore, during the study, the information provided was brief concerning the Hong Kong convention and exhibition Centre perceptions by visitors. During the field research, data was collected using survey forms and the data was evaluated at the finding section.  In addition, demographic results were basically determined and the evaluation of data was enhanced through the use of a one-way variance analysis. Furthermore, in the results and analysis part, the evaluated results were interpreted and solid suggestions were constructed.

1.1 Background

The event is the Hong Kong Toy Festival. This was the fourth festival held at Hong Kong and it featured products such as model and paper doll food, teddy bear, doll house, big bud set, dual tires cab, hot wheels, antique, and era dolls or toys for baby boomers.   

1.2 Objective of the study

The purpose of this study is to determine the perception of visitors about the Toy festival exhibition held at the Hong Kong Convention and Exhibition Centre.

1.3 Hypothesis

The perception of visitors about the Toy festival exhibition held at the Hong Kong Convention and Exhibition Centre is influenced by the visitors’ income level, education, and age. 

2. Research design

It is important to note that in this study, visitors’ demographic situations visiting Hong Kong Convention and Exhibition center during the 4th Hong Kong Toy festival were evaluated and the effect of income levels, age, and education of visitors on their perception towards the Hong Kong Convention and Exhibition Center researched. Basically, the survey study was carried out in Hing Kong in China as a part of thermal visitors and demographic states of visitors coming to Hong Kong were inspected. Then, these factors mentioned above were put into account and the attitude of visitors was determined. The implementation process for the research involved two steps. In the first step secondary data was examined, and the next step entails collecting data via a field research. During the field research, the method used to collect data is the survey method. After the purpose of the research study was explained briefly at front page of the form, it was particularly pointed out that the study would be carried out for scientific reasons and results will be kept private.

3. Research methodology

3.1 Sampling Methods

The survey form comprises of two primary parts. In constructing the first part of the form used for survey, the study handling the subject scientifically was examined primarily and the questions on this part are about the visitors’ perception about the Hong Kong Convention and Exhibition Center; On the other hand, the second part contains demographic questions aimed toward local people undertaking the survey. Moreover, the survey form contains demographic questions at the end. In this research study, the Likert attitude scale was used to evaluate peoples’ opinions in the sample. The Likert attitude scale is commonly used in research according to the used quantitative data. Moreover, the Likert scale type uses 3,5, and 7 as its item options. It is also worth noting that in this research, a five-point Likert scale was presumed as the most suitable in its original form. In revealing perceptions about Hong Kong Convention and Exhibition center, staffs carrying out the survey were instructed to attribute each statement of attitude based on the level of agreement by providing statements such as “never agree, neither disagree nor agree, agree and absolutely agree”.

3.2 Data collection methods

3.2.1 Primary data collection method

A process of pre-application was basically carried out so as to achieve valid results during the survey study, thus constructing the main research point. The research preapplication was established through interviewing visitors. The reaction of visitors to questions was observed during reciprocal interviews. A note book was used to indicate whether the visitor was inarticulation or hesitating before answering the questions asked. In addition, a factor of whether the visitors were able to easily perceive questions was taken into account. Moreover, a survey form final draft was constructed after the process of pre-application, the survey was applied during face-to-face interviews with visitors who came to Hong Kong Convention and exhibition Center during the Hong Kong Toy Festivals. This questionnaire was used:

VISITOR'S QUESTIONNAIRES

Thank you for attend the Hong Kong Toy Festivals at Hong Kong Convention and Exhibition Center. We are searching for ways to improve our convention services for our visitors. Your comments will assist us to serve you in a better way in the near future.

1. Name: _____________________________________________________

2. Country: ____________________________________________________

3. Telephone: __________________________________________________

4.  Email: _____________________________________________________

5. Age group

15-19 year 

20-29 years

30-39

40-49

Above 50

6. Gender

Male

 Female

7. Education Level

Primary school

Lower Secondary

Upper Secondary

College/University

8. Occupation

Student

House wife

Management and Professional

Self-employed

Others (Please specify) ………………………………..

9. Is this your first time attending an exhibition at Hong Kong Convention and Exhibition Center?

Yes

No

10. Are you generally satisfied with your visit here?

Yes

No

11. Comment/Suggestion on the following facilities during the exhibition:

a. Security:

Worse

Not interesting

Average

Interesting

Excellent

a. Accommodation:

Worse

Not interesting

Average

Interesting

Excellent

b. Foods and drinks:  

Worse

Not interesting

Average

Interesting

Excellent

c. Healthcare Services:

Worse

Not interesting

Average

Interesting

Excellent

12. Do you wish to be informed about other Hong Kong Toy Festivals in future?

Yes

No

13. Preferred method of contact

Telephone

Email

SMS

Suggestions/Comments

This survey was contacted by:

Name: …………………………...

Signature: …………………………

3.2.2 Secondary data collection method

During this research study, which was aimed at determining the perception of visitors towards the Hong Kong Toy Festivals held at Hong Kong Convention and Exhibition Center, there were 308 surveys administered to visitors during the event and the data was analyzed based on different demographic variables. The SPSS statistical program was used to analyze the data collected during the survey. The first step involved confirming that the survey forms were completely filled out and the continuity of answers provided were examined. The demographic data frequency distributions were extrapolated and handled. Then, the analysis was initiated using a one-way variance method so as to be able to research on the impact of income level, age, and education of visitors on their perception toward Hong Kong Toy Festival held at Hong Kong Convention and Exhibition Center.  Furthermore, the Scheffe test was used if the outcome appeared meaningful in variance analysis.

4. Results and Analyses

The table below shows Demographic results in descriptive, statistical base:

 One-way variance analysis was used to study the effect of visitor’s’ education on their perception toward Hong Kong Convention and Exhibition Center. According to the analysis, the results are as indicated in the table below:

    One-way variance analysis was used to study the effect of visitor’s’ age on their perception toward Hong Kong Convention and Exhibition Center. According to the analysis, the results are as indicated in the table below: 

 One-way variance analysis was used to study the effect of visitor’s’ Income level education on their perception toward Hong Kong Convention and Exhibition Center. According to the analysis, the results are as indicated in the table below:

 Based on the above results, it is evident that the visitor’s perception is influenced by the visitor’s income level, age and education. Therefore, the hypothesis is true. This is because significant differences have been realized when the visitor’s’ perception were examined based on income level, age and education. The collected data was analyzed using the SPSS statistical package program established for social sciences.  The difference between visitors with postgraduate education and others was revealed to be meaningful in terms of the comfortability of local service of transportation used. Therefore, we assumed the available local means of transport was not comfortable enough for visitors with higher education and hence improvement is necessary. Moreover, it is also worth noting that visitor’s 26 year and 30 years in terms of age have high regards for different drinks and foods. Therefore, there is need to have diversity in terms of foods provided during the Hong Kong Toy Festivals at Hong Kong Convention and Exhibit Center.   It is also worth noting that creative activities provided at the accommodation facilities will help in influencing visitors from perceiving accommodation prices to be high and enhance the visitor’s’ commitment to attend the Hong Kong Toy Festivals.  In addition, it evident that there is need for more local shops to be opened so as to reduce the purchasing prices of gifts. This probably suggests that the business community, private sector and government in China should work hand in hand to support local handicraft products. This will help in attracting more investors to attend the Hong Kong Toy Festival hence boosting the Toy and Game industry in China.  These products could be sold from individual stands or they can be brought to common stands to be positioned at strategic place of the municipality during the 4th

Hong Kong Toy Festivals.  Moreover, selling local foods is also likely to enhance the attractiveness of the convention.  Furthermore, it is important to note that the level of the visitors’ income greatly influences how they perceive the Hong Kong Toy Festivals. For instance, the research indicates that high income visitors prefer high quality accommodation and entertainment services regardless of the associated cost. On the other hand, low income visitors prefer quality affordable services. Therefore, the research study has clearly proven that the visitors’ income level, education level and age highly influence their perception concerning the Hong Kong Toy Festivals held at Hong Kong Convention and Exhibition Center in China.

5. Limitations

It was a challenge obtaining completely, and sufficiently filled surveys forms because the research was carried out on a limited region. In addition, we were not able to carry out the research using a wide sample. Concerning this issue, the assumption is that the level of research results generalization is likely to increase if this research study was carried out over a wider sample and that better results could be achieved.

6. Conclusion

According to the results obtained from the research study, there is need to place great value on the visitors’ perception so as to be able in boost the number of visitors attending the Hong Kong Toy Festivals at the Hong Kong Convention and exhibition Center.  After evaluating the research results, it is evident that it is essential to train employees and local people of convention facility so as to assist visitors in having memorable and enjoyable moments during the Hong Kong Toy Festivals. In addition, this will increase the perception of visitors positively leading to crucial developments and enhance the growth of the Toy and Game industry in China.

7. Recommendation

One of the most crucial topic to be given attention in future research concerning the Hong Kong Toy Festivals at Hong Kong Convention and Exhibition Center are factors influencing the image of the destination. Therefore, in future the research scope can be widened in such as direction, and key element forming the image of Hong Kong Convention and Exhibition Center.

Works Cited

Chambers, Gillian. Supertrader : the story of trade development in Hong Kong. Hong Kong: Hong Kong Trade Development Council, 1989. Print.

Lo, Shiu Hing. he dynamics of Beijing-Hong Kong relations : a model for Taiwan?

Hong Kong : Hong Kong University Press , 2008. Print.