How to Identify, Meet and Exceed Visitors Expectations and Satisfaction Levels - Dissertation Example

Hong Kong is an exotic travel experience that many people from throughout the world seek out. In order to continue being an attractive destination and to improve the experiences of travelers, it is important to review their experiences and discover where there is satisfaction and where there can be improvements. The following dissertation will explore the Hong Kong travel experience through an examination of literature, through the theoretical application, and a qualitative study in which interviews have been made into case studies.
1.1 Rationale
The primary theory on which this dissertation has been based is Liberalisation Theory.

Liberalization theory addresses the symbiotic relationship between the state and business. The needs of the business are very often in line with the needs of the people. The building of infrastructure and increased capacities will not only increase the value of tourist resources but will increase the quality of life of those indigenous populations that will be affected. Liberalization Theory suggests that what is good for business in terms of policy and regulations should also be good for the nation, thus freeing up resources for building a greater society also improves the capacities for business to operate.

Hseuh (2011) defines a liberalization strategy as “policy and company level measures that introduce competition and influence, and enhance the role of markets” (p. 22). This means that the goals of the strategy that is based upon the need to increase capacities are based upon cooperation between the government and business in order to create competitive advantages and in order to influence how the market can be approached and conquered. The qualitative theory through which the data will be analyzed is the grounded theory.

In the grounded theory hypotheses are not formulated and the research is allowed to develop theories on which to base conclusions. Charmez (2006, p. 2) writes that “grounded theory methods consist of systematic, yet flexible guidelines for collecting and analyzing qualitative data to construct theories ‘grounded ‘ in the data themselves”. The grounded theory allows the researcher to modify the data so that commonalities emerge that develop theories based on what the data reveals.