Trends in Taiwan\u27s Tourism Market

In 1979, Taiwan\u27s government relaxed the outbound travel market. The situations of inbound and outbound travel market are gradually changing. The number of outbound travelers exceeded inbound travelers for the first time in 1989. With one of Asia\u27s highest economic growth rates, a huge accumulation of foreign exchange and appreciation on outbound travel, Taiwan has become a source of outbound tourists second in Asia only to Japan. From 1981 to 1995, the average growth rate of outbound travelers was 18% per year. This study examines the recent trends in Taiwan\u27s inbound and outbound travel markets, analyses the structure of the travel market and offers a perspective for the future

The Effectiveness of Corporate Advertising in a Collegiate Fitness Center

The purpose of this research is to examine the effectiveness of the corporate advertisements in a collegiate fitness center in Hong Kong. In this study, a survey questionnaire was utilized to examine whether participants’ demographic information influenced the consumers’ attitude and purchase intention toward the product. A total of 112 valid samples were collected. The result showed there was a significant difference between genders in product purchase intention. And the research also found that participants’ exercise time can make a significant difference on the attitude and purchase intention toward the products. Compared with non-sport product, the sport related products received higher scores of attitude and purchase intention from participants in the collegiate sport center. There existed some limitations (sample size, time, gender ratio) during the research process. The result indicated there is potential commercial value hidden in the Hong Kong collegiate fitness clubs

Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong

To extend the current understanding of brand loyalty in the sportswear industry, this article discusses six factors that influence brand loyalty of university students towards the Hong Kong sportswear market. Conclusions were drawn based on responses collected through online questionnaires. A total of 205 college students participated in the study. The final results showed that only product quality and brand name affect Hong Kong university students’ brand loyalty towards sportswear. However, based on the whole study, other factors (i.e., service quality, store environment, style and promotions) also play a vital role in sportswear marketing. This research provided insight for sportswear marketers in creating proper marketing strategies for the sportswear industry