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The celebrity endorsement on consumer purchasing intention in tourism products
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Hello, I am Joseph Leung, a final year student of travel industry management from School of Professional Education and Executive Development of The Hong Kong Polytechnic University. I am conducting the research about the celebrity endorsement how to affect the consumer purchasing intention in the variety of tourism products in Hong Kong. Otherwise, this survey is also focusing on the extent that the benefits of ¡§Celebrity Endorsement¡¨ far outweigh than that on other marketing tools (Promotion, Price, Place, and Product).

Information collected will only be used for research purpose and it will obliterate after research. Thank you for your cooperation.
Section A ¡V Personal data
1*    Gender
Male Female
2*    Age
Below 21 21-25 26-30 31-35
36-40 Above 40
3*    Education Level
Secondary or below
Associate Degree or Higher Diploma
Degree or Above
4*    Income Level
Below HKD$4,000 HKD$ 4,001-6,000
HKD$6,001 ¡V 8,000 HKD$8,001 ¡V 10,000
Above HKD$10,000
5*    How much did you spend for travelling at once (including accommodation, food & beverage, leisure)?
Below HKD$2,000 HKD$ 2,001-4,000
HKD$4,001 ¡V 6,000 HKD$6,001 ¡V 8,000
Above HKD$8,000
Section B - The Travelling Frequency
6*    How many times did you travel outside Hong Kong in the past two years?
(Please be reminded that travelling to Macau is not applicable in this survey.)
Never (To Section D)
1-3
4-6
7-9
Above 10
If your answer is 'Never (To Section D) ', please jump to question 13.
Section C - Basic Investigation of the travelling experience
7    Which is the following country would you choose as a tourism destination?
(Choose only one answer.)
South Korea, Japan, Taiwan
Vietnam, Indonesia, Singapore
Europe
USA
Others (Please specify) please specify:
8    How often will you repeat your travel destination?
Very often Often Merely
Very little
9    What kinds of the following items will you consider when you are choosing the tourism products?
(Choose the most 3 suitable answer.)
Price / Purchasing Ability
Promotion
Product Branding
Corporate Branding
Celebrity Endorsement / Endorser
Product Differentiation
Word-of-Mouth
10    Receives writes of no.9, if one of your choices are belongs to ¡§Celebrity Endorsement / Endorser¡¨ and why will you think it is easily to affect your purchasing intention in tourism products? If no, what kinds of reasons to make your choices are so important?
11    How often do you see a travel advertisement or TV Travelling program which contains a celebrity?
Very often Often Merely
Very little
12    Have you ever concern about the celebrity endorsement from your chosen tourism products before your purchasing?
Yes No
Section D - Basic Investigation of the Non-travelling experience
13    If you never travelled outside Hong Kong in the past two years, which is the following country would you choose as your next tourism destination?
(Choose only one answer.)
South Korea, Japan, Taiwan
Vietnam, Indonesia, Singapore
Europe
USA
Others (Please specify) please specify:
14    What kinds of the following items will you consider when you are choosing the upcoming tourism products?
(Choose the most 3 suitable answer.)
Price / Purchasing Ability
Promotion
Product Branding
Corporate Branding
Celebrity Endorsement / Endorser
Product Differentiation
Word-of-Mouth
15    Receives writes of no.14, if one of your choices are belongs to ¡§ Celebrity Endorsement / Endorser ¡¨ and why will you think it is easily to affect your future purchasing intention in tourism products? If no, what kinds of reasons to make your choices are so important?
16    Have you ever concern about the celebrity endorsement from your chosen tourism products before your purchasing?
Yes No
Section E - Importance of Celebrity Endorsement
17    Does the celebrity endorsement / endorser of tourism products affect your purchasing intention to purchase the products? Why?
18    How important do you think the celebrity endorsement is facilitating to affect the consumer purchasing intention in the present or in the future?
*Please rate about the degree of the importance.(1 = Most important; 5 = Least important)
Section F - Extent that celebrity endorsement affect your travelling choice
Strong agree Agree Disagree Strong disagree
19To what extent do you agree ¡§Watching a celebrity travelling makes you want to travel there as well¡¨?
20To what extent do you agree ¡§Utilizing the attractive celebrity endorsers make you desire to purchase the products¡¨?
21To what extent do you agree ¡§If you are honor to travel with the specific celebrity endorser, you are no longer considering the actual price of the products¡¦ ¡¨?
22To what extent do you agree ¡§You must continue to purchase his/her endorsed tourism products even he/she has a negative image in the present or in the future¡¨?


Questions with '*' sign must be answered

   

Please note your answers will be open to public.
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