Sheffield Business School
BSc (Honours) Tourism Management
Title Visitors’ perceptions of safety problem of Ngong Ping 360
Name YEUNG Wing Shan
Student No 91204597
Month Year April 2010
Sheffield Hallam University
Sheffield Business School
Title Visitors’ perceptions of safety problem of Ngong Ping 360
FULL NAME YEUNG Wing Shan
STUDENT No 91204597
Supervisor: Dr. Vincent HEUNG
In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management.
Month Year April 2010
Acknowledgements I would like express my sincere to many people who provided support and suggestion to me for the completion of this dissertation.
First, many thank for my supervisor, Dr. Vincent Heung who was guide me throughout the year. He is an experienced, patient and knowledgeable lecturer. I truly thank for his recommendation and instruction. I gained lot knowledge of tourism industry.
I also like to give thank to Dr Connie Mok. She provided a lecture for touching SPSS program and explained clearly for using the program.
Finally, I show my appreciation to all my friends for helping to collect the data. I believed that the research was hard to finish without their support.
I Abstract Ngong Ping 360, a major tourist destination, has gained a reputation for being an
unsafe transportation to travel. This study has investigated the visitors’ perception of safety and security problem about Ngong Ping 360.The purpose of this study examined the importance of visitors’ perception of safety and how they perceived safety and security in Ngong Ping, identified the effectiveness of existing safety preventive measures incidents and recommended ways for the improvement of Ngong
Ping 360 services.
The large number of journal has been used for reference. Quantitative research methodology has been used in this study. Face-to-face interview have been carried out in Tung Chung cable car terminal for three days in December. Finally, 120 visitors have been interviewed and a series of One-way ANOVA and independent sample t-test have been used for assessing the demographics information. A number of personal factors such as gender, age, occupation, travel purpose and nationality were found to affect respondent’s perceptions of safety and security.
Based on the data, Ngong Ping 360 incident effected the perception of safety of visitors especially for foreigner. The finding was also recommended that the tourism industry reveal that increasing in the importance of visitors’ perceptions of safety and security. It is recommended that the tourism industry and maintenance agencies co-ordinate efforts to improve safety prevention measures of Ngong Ping 360.
II Table of Content Acknowledgements ...... I Abstract ...... II Table of Content ...... III List of Tables ...... V
Chapter 1 Introduction ...... 1 1.1 Introduction ...... 1 1.2 The use of cable car in Ngong Ping ...... 1 1.3 Ngong Ping 360 & incident ...... 2 1.4 Problem statement ...... 4 1.5 Study objectives ...... 5 Chapter 2 Literature Review ...... 7 2.1 Definition of perception ...... 7 2.2 Safety and security of tourism ...... 8 2.3 Importance of visitor perceptions of safety ...... 13 2.4 Destination image and attributes ...... 15 2.5 Crisis management...... 19 2.6 Ngong Ping ...... 23 Chapter 3 Methodology ...... 25 3.1 Research Design ...... 25 3.1.1 Primary data...... 25 3.2.1 Secondary data ...... 25 3.2 Questionnaire design ...... 26 3.3 Simple and data collection...... 28 3.4 Data analysis ...... 29 3.5 Limitations of study ...... 31 Chapter 4 Finding and analysis ...... 32 4.1 Characteristic of the respondents ...... 32 4.2 Visitors’ perception about safety problem of Ngong Ping 360 ...... 35 4.3 Visitors’ perceptions of safety after Ngong Ping 360 reopened...... 37 4.4 Independent T-test ...... 39 4.4.1 Difference among the perception attributes of gender ...... 39 4.5 One-way ANOVA ...... 42 4.5.1 Age ...... 42 4.5.2 Occupation ...... 46 4.5.3 Travel purpose ...... 49 4.5.4 Nationality ...... 52
III Chapter 5 Conclusions and recommendations ...... 56 5.1 Conclusion ...... 56 5.2 Recommendations ...... 57 5.3 Limitation of study ...... 59 References ...... 60 Appendixes...... 71
IV List of Tables 4.1 Frequency table of respondents’ demographic information 4.2 Visitors’ perception about safety problem of Ngong Ping 360 4.3 Visitors’ perceptions of safety after Ngong Ping 360 reopened 4.4 Difference of safety perception variables by gender 4.5 Difference of safety perception variables by age 4.6 Difference of safety perception variables by occupation 4.7 Difference of safety perception variables by travel purpose 4.8 Difference between how visitor concerned personal safety before and after cable car incidents 4.9 Difference of safety perception variables by nationality
V Chapter 1 Introduction 1.1 Introduction
Faulkner (2001) noted that an increasing number of disasters and crises which
affected the development of tourism industry, ranging from natural to human
influenced incidents. In recent years, the perceptions of visitors’ safety and security changed dramatically after the terrorist attacks of 11 September 2001 in United States.
Visitors were more concerned about their personal safety and security when travel as well as more sensitive and aware with the security of the destination.
Shin (2005) said that tourism industry extremely vulnerable to perceived political instability and lack of safety. Tourists were more concerned about personal safety and restrained travel to hostile destination. ‘Safety and security’ identified as one of the
five global forces that drive the tourism industry in the new millennium. Providing quality tourism experiences which incorporate principles of safety and security became an overriding objective of all tourism destinations (Chiang 2000). Thus, tourism organization must formulate a comprehensive planning for preventing and handling crisis and disaster.
1.2 The use of cable car in Ngong Ping
According to Zhang and Xu et. al. (2009), transportation systems thus form a nexus
1 between differing aspects of the tourism system. They were not only simply transport
systems for the movement of people and goods, but also an experience of movement
offering changing scenery, can frame landscapes through unintentional or intentional
sight selection and, depending upon mode of transport, create a potential heritage product. Ngong Ping 360 can be a kind of transportation as the same time it can be an attraction and motivator to encourage visitors for sightseeing or other tourism activities.
The Big Buddha, one famous religious and cultural attraction located in Lantau Island in Hong Kong. The Buddha attracted around one million visitors each year. Since
Lantau is a one of the outlying island in Hong Kong and it poor transportation system limited tourists to assess there. The use of cable car in Ngong Ping aimed to solve this problem. Ngong Ping 360 enhanced the attractiveness of Lantau Island and improved transportation network in Lantau. It is convenient for tourists’ access to Lantau Island.
The construction of Ngong Ping 360 also a one latest tourist attraction in Hong Kong
1.3 Ngong Ping 360 & incident
Ngong Ping 360 which is a cable car linked between Ngong Ping and Tung Chung. It totally longed 5.7km bi-cable ropeway and located in Lantau Island in Hong Kong
2 and approximate to Po Lin Monastery and Big Buddha. The cable ride offered spectacular views of the Hong Kong International Airport, South China Sea, the Tian
Tan Buddha Statue, as well as the flora and fauna of North Lantau Country Park. The upper station built a new 1.5 hectare Ngong Ping village while the lower station just opposite to the Tung Chung MTR station.
After taking the feasibility study in 2000, Government drafted a detail proposal for inviting tender and contractors. In 2002, MTR-corporation and Skyrail-ITM responsible for this project and expected the project will finish in 2006.
The construction work started in 2004 and scheduled to open in 24 June 2006.
However, a fear rose at Ngong Ping cable car in grand opening (Leung and Wong
2006). Ngong Ping 360 was suddenly out of services. For this sudden, about five hundreds MTR employees and their families were trapped in mid-air for two hours. In the incident, some of those said the emergency phones did not work (Leung and
Wong 2006). The Skyrail spokeswoman stopped the cable car service for investigation. Management later postponed the open date to 18 September 2006.
Another serious incident occurred in June 2007, an empty cabin plunged from fifty
3 meters and this incident sparked social concerns. Since Ngong Ping 360 opened for
public, there were altogether twenty- two major incidents leading services interruptions. The maintenance needed to ceases cable car service temporarily and made inconvenience to visitors. Besides, visitors lost their confidence in using Ngong
Ping cable car travel in Lantau. It is difficult to rebuild visitors’ confidence of Ngong
Ping cable car after the incident. They also concerned about their safety when travel by cable car.
1.4 Problem statement
After the incident, MTR Corporation and its operator tried hard to investigate the rationale behind. The relevant meeting agenda and information obtained from
Electronical and Mechanical Services Department (EMSD).
According to EMSD report, some safety measures were designed after incident. For examples, strengthen the regular checking of similar non-linear belt/pulley assemblies
in the cable car system, providing training course for ropeway operators and maintenance staff to ensure adequate know-how in conducting annual examinations of ropeway & etc. Thus, a series of recommendations were suggested by management level to tackle the problem.
4
Although Ngong ping cable car was shut half year after the incident in 2007, however, there was no assessment of the perception of visitors after those incidents. Visitor’ advices and opinion are very important for making improvement and adjustment.
The purpose of this research is to access visitors’ perception of safety travel, hence, find out the effectiveness of safety measures and remedies set up to resolve the problem and visitors’ perception towards Hong Kong safety. The findings assisted in enhancing and reinforcing existing measures and finally rebuild visitors’ confidence and Ngong Ping image.
Though studies perceptions of visitor, it is easier to set up relevance measures so as to reduce adverse perceptions of visitors and rebuild country image.
1.5 Study objectives
1. To recognize the importance of visitors’ perceptions of safety during travel
2. To investigate how visitor perceived safety and security of Ngong Ping 360
safety problem
3. To identify the effectiveness of existing safety measures which was set up after
5 incident of Ngong Ping cable car
4. To recommend others measures for the improvement of Ngong Ping cable car
services and rebuild visitors’ confidence.
6 Chapter 2 Literature Review
2.1 Definition of perception
In general, perception was a process which involves recognition and interpretation of stimuli which register on our senses. It related to how people make senses of their environment (Rookes & Willson 2000). On the other hands, Patrick & Geuens et. al.
(2004) defined perception refers to personal interpretation of what one sees, hears, smells, i.e. the reception of sensory stimuli and conscious or unconscious application of them to form an acceptable interpretation of their meaning. Perception was just an individual feelings and senses of human.
In addition, Goodrich( 1978) suggested that perceptions of an idea of product or service played an important role in individual ‘s choice. Perception was the process by which a mental impression formed from the consumer’s awareness and give significant meaning to which was observed. It depended on personal experience, memories and beliefs (Rosenberg 1977). Hence, perception was various people from people and it can affect of customers’ choices.
According to the risk perception study of Tsaur et al (1997, p.162), two main types of risk were pointed out. These were physical risk and equipment risk. Physical risk was
7 the possibility of physical danger, injury, or sickness while on vacation; Equipment risk which was refers to the dangers arising from malfunctioning of equipment such as inefficient of telecommunication facilities, unsafe transportation and breakdown of vehicles. According to Tsaur’s et al. study, Ngong ping incidents can be categorized as an equipment risk. They also suggested that risk information played an important role in the reduction of risk.
2.2 Safety and security of tourism
The topic of safety and security in the tourism industry was vital importance globally.
Safety and security were a crucial factor for providing good quality performance in tourism. Pearce (1988) suggested that concern with personal security was a major factor in the decision-making process through which individuals make their travel choices. Security ideas tended to stress more global and people-centred perspectives with greater emphasis on multilateral frameworks of security management (Johnston,
1992).
Security fear was not new to the world (Hall, Dallen et. al. 2003). The twentieth century witnessed two world wars, numerous regional conflicts and civil wars, and the threat of nuclear annihilation during the “Cold War” between the United
States-led industrialized West and the state-communist East led by the Soviet Union.
8 However, this security concept only based on Cold-War, the further conceptions of security that needed to extend beyond ideas of national security. Hence, it encompassed a wide variety of issues at scales ranging from the global environment to the individual.
Butfoy (1997) noted that contemporary threats were generated not just from military actions but also from such global issues as environmental change, resource scarcity, international crime, health, biosecurity, and challenges to sustainable development.
Contemporary notions of security have developed from Cold War-era security concerns (Table 1).
Collective Security Based on the idea that states should join
together to enforce international law,
primarily relating to prohibiting
aggression, sometimes applied to
enforcement of the legal dimensions of
environmental security.
9 Collective Defense Another term to describe traditional
alliances, e.g., NATO. Often
confused with collective security; the
major difference is that
collective defence is more exclusionary
and is based on notions
of national, as opposed to international,
interest.
Common Security Based on notions of interdependence, a
focus on the safety of individual people
as opposed to states, and a
multi-dimensional perspective in which
non-defence ideas of security are given
significance. Key concept of the Palme
Commission (1982).
Cooperative Security A limited, and relatively conservative,
adaptation of common security with the
focus on promoting mutual reassurance
between states.
10 Table 1. Key Concepts Used in the Debate on International Security
Based on this statistic, safety and security in tourism have different aspects and issue.
For examples, environmental security issue and bio-security (SARS). George (2002)
illustrated that there was a statistical relationship between visitors' perceptions of
safety and the socio-demographic factors such as gender, age, number of visits to the
destination, purpose of visit, and nationality. Therefore, the perception of safety and
security was different from people as well as their cultural background and
nationality.
“Safety and security” is being one critical issue of international tourism since the
establishment of World tourism Organization (WTO). One responsibility of WTO
assisted in formulating strategies in global tourism safety and security. Some
recommended measures for tourism safety resolution by WTO and worthwhile to
report since they established the context for tourism safety and security program.
aware that safety is a basic need in all spheres of human activity, including
tourism;
considering that ensuring tourism safety arises from the traditional notion of
hospitality, which is shared by all peoples;
solemnly affirming that safe tourism for all contributes to accomplishing the
11 social and cultural objectives of tourism, and serves international understanding,
confidence, peace and universal respect for, and observance of, all human rights
and freedoms;
convinced that safety of tourism should be enhanced in tourism planning and
promotion;
further convinced that contemporary mass tourism requires the definition of a set
of basic measures, which should be commonly followed so as to make tourism
development more stable and harmonious in the interest of all those who travel,
those who supply tourism services and the populations of the host communities;
agreeing that tourists are particularly vulnerable to hazards on their trips abroad
and that common measures for tourism safety are mutually beneficial to all
countries, both tourism receiving and generating ones;
desirous that such measures generate international cooperation and solidarity
with a view, in particular, to assisting less developed countries in attaining
adequate tourism safety standards; and
noting the need for periodical review of such measures.
Furthermore, transport safety became significant issue and incidents involving public transport usually attract considerable media attention (Prideaux 2003). Tsaur et al.
12 (1997) stated that travel risk was broadly defined as the possibility of mishaps
occurring during the process of travel “to”, “from” or “in” a destination and includes a range of factors such as disease, crime and transport related injury.
2.3 Importance of visitor perceptions of safety
Safety misperception can indeed be a dangerous issue for destination (Santana p.299) and tourists tended to avoid destinations they perceive as risky and choose ones they consider safe (So¨nmez & Graefe, 1998).According to Mirrlees B and P. Mayhew et. al.(1996) “tourist perceptions of safety and fear of crime was arguably as important as victimization in terms of the impact on tourist behavior. Even tourists may not have been criminally victimized; they have held fears for their safety while visiting a destination.” Williams and Dickson (1993) also noted that perceptions of safety for visitors was important because they can affect a person’s behaviors, including the likelihood of going out at certain times of the day (Valentine 1989), participation in activities, and the overall satisfaction with an event and destination. In other words, visitors’ perception of safety affected the willingness of people travel outside and re-visits as well as participates in activities that visitors never experienced before.
On the other hand, perceptions of safety also provide visitors with subjective to the
13 reality. Crystal (1993) noted that the negative effect on crisis was easily distorted and
extensive media coverage of incidents of crime against tourists and an overestimation
of tourists’ real risk and victimization. Hall (2002) argued not only the media significant in terms of the images that surround travel and specific destinations and which influence travel decision -making, but the media also has a substantial impact on the policy measures which government took with respect to tourist safety and security. Perceptions of safety influenced by a person’s conditioning on safety, the image portrayed of a destination and the way in which the media influences perceptions of risk that can affect tourism visitation (Barker and Page 2002).
Sonmez and Graefe (1998) also found that perceptions of risk or safety concerns were a leading importance in the decision making process of tourists since they can alter rational decision-making as it related to travel modes and choice of a destination. As a result of media coverage perceived risks associated with particular destination could actually outweigh actual conditions in the travel decision making process causing whole regions to be perceived as risky (Sonmez 1998). Thus, media coverage played an important role in people in building human perception of safety.
On the other hand, George (2002) pointed out that if a tourist felt unsafe or threatened at a holiday destination, he or she can develop a negative impression of the
14 destination. He also illustrated that there was a statistical relationship between
visitors' perceptions of safety and the socio-demographic factors such as gender, age, number of visits to the destination, purpose of visit, and nationality. Some researchers have been indicated the perception of safety and risk may be associated education level, personal traits and social class (So¨nmez & Graefe, 1998)
In addition, visitors’ perceptions of personal safety were crucial for understanding tourists’ awareness of their environment and how their behavior and experiences might be affected according to how safe they felt (Greenberg and Ruback 1992).
Past experience not the only factor that affected perceptions, individuals who have similar levels of past experience in the same recreational environments often share similar perceptions about the natural environment (Ibitayo & Virden, 1996; Schreyer,
Lime & Williams 1984). Brayshaw (1995) also suggested that the real risks for tourists were substantially smaller than public perception would suggest.
Thus, people can obtain information through their friends or relatives. Perceived positive /negative image would be created in individual mind through their friends and relative even residents never travel in this country.
2.4 Destination image and attributes
15 Ahmed (1996, p.44) suggested that image itself is “an internalized, conceptualized and personalized understanding of what one knows. It is the mental basis of a few selected impressions among a flood of few selected impressions.” .While Barich and
Kotler (1991, p.95) defined image “as the sum of beliefs, attitudes, and impressions that a person or group has of an object. These impressions may be true or false, real or imagined”. Tasci et. al. (2007, p.200) provided an in-depth definition on destination attributes. He suggested that “destination image is an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination”. Thus, destination image not only what tourists know about the fact of a destination, but also what tourists feel and think subjectively towards a destination.
Boo and Busser (2005) also noted the concept of image structure referred to the way in which the perceptions of numerous individual attributes are integrated to become the image of an entity. Some researchers (Pearce 1992; Woodside and Lyonski 1990;
Gooddrich 1978) noted that destination image was one key factor in tourists’ buying behavior. Laws (1995) pointed out that image employed to stimulate consumption and to attract tourist visit particular destinations at once reflect society’s current value and was a dynamic force for destination development. Therefore, destination image was one of the factor affect tourist’s decision.
16
Destination image has been defined in various ways, but it widely accepted that a highly cognitive construct (Castro et al. 2007; Tasci et al. 2007) characterized by a high level of subjectivity (Baloglu and Brinberg 1997; Bigné et al. 2001).
From cognitive point of view, tourist destination image assessed on a set of attributes that correspond to the resources or attractions that a tourist destination has at its disposal (Stabler, 1995). In tourism context, those attractions were the elements of a destination that attract tourists, such as scenery to be seen, activities to be take part in and experience to remember (Lew 1987).
Milman and Pizam (1995) have indicated that destination image was the visual or mental impression of a place held by the general public. Their research was recognized different consumers have different images, influenced by their progression through three stages of awareness :(1) no awareness, (2) awareness and (3) familiarity through trial. Echtner and Ritchies (1993) presented a framework for the measurement of destination image which incorporates several components such as attribute-based images, holistic impressions, and functional, psychological, unique, and common characteristics. Buhalis (2000) suggested that every tourism destination consisted of its attributes such as attractions, amenities, activities, services,
17 accessibility, packages and experiences and simply defined as characteristics of a destination. Kim et al. (2005) reported the five major destination attributes as safety, beautiful scenery, well equipped tourism facilities, different cultural/historical resources and good weather.
The destination attributes were varied from country and a lot of literatures identified numerous attributes. Middleton (1989) emphasized the importance of facilities, prices and transportation networks while Gartner (1989) reported on historical and cultural sites, nightlife, liquor, outdoor life, natural environment and receptiveness. Fakeye and Crompton (1991) focused on the value of social opportunities, natural and cultural attractions, amenities, and entertainment. Meinung (1995) argued that scenery was the most important attribute in attracting visitors, while cultural determinants were growing in importance in the global demand for tourism.
According to Buckley and Font (2002), the main attributes of a destination were the site, natural resources and physical conditions like weather. Some universal attributes suggested by Hu and Ritchie (1993), destination products were not just physical objects that visitors came to see but also consist of the environment, support services and social elements like the residents’ friendliness, language skills, and population
18 density. Besides, culture, history and customs were important destination attributes
that can provide a rich experience for visitors (Prentice 1993). In addition, political
stability and domestic and foreign policy were important to visitors because they
determine perceptions of destination safety and visitation.
Although the importance of destination attributes difference depending on the type of destination (e.g. cultural versus nature-based) and experiences visitors seek, Buhalis
(2000) argued that the importance of destination attributes depended on the cultural background in which the product offered. For instance, the availability of a
Japanese-speaking tour guide or Japanese restaurants may be the most important attributes for Japanese visitors, whereas historical attractions and sport and recreation opportunities may be the most important for visitors from the United States. In concludes, it was vital for a destination to determine the importance of the attributes to visitor populations.
2.5 Crisis management
Richardson (1994) noted our environment became a more crowded world and as the population increased, imposes pressure such as urbanization, the extension of human settlement, and the greater use and dependence on technology have perhaps led to an increase in disasters and crises. As the same time, Lee and Harrald (1999, p.184)
19 stated that “natural disasters can disrupt the supply and distribution chains for even
the best prepared business…service business are increasingly vulnerable to electrical,
communication and other critical infrastructure failures.” A simple definition of
tourism crisis by the World Tourism Organization was any unexpected event that
affects traveler confidence in a destination and interferes with the ability to continue
operating normally (Luhrman, 2003).Tourism which is a service-oriented industry so
that the business is relatively fragile when facing some sudden technical problems.
Some researchers have labeled crises as “normal accidents” which was as emerging
naturally from the complexity and tight-coupling embedded in modern t
echnologies (Perrow, 1984); others have emphasized that crisis were the results of
“wrong” decisions made by policy-makers( Janis 1989) ; others have suggested that
the emergence of crisis is to be seen in the complex interrelations existing between
humans and technologies, embedded in the “causal texture” of both environments and
organization ( Shrivastava,1992; Pauchant and Mitroff 1992); while others have
attributed crisis to repeated successes and gradual acclimatization ( Starbuck and
Milliken 1988). Those literatures have given a basis definition of crisis.
Sonmez & Tarlow (1997) further defined tourism crisis was “any occurrence which
20 can threaten the normal operation and conduct of tourism-related businesses; damage a tourists destination’s overall reputation for safety, attractiveness, and comfort by negatively affecting visitor’s perception of that destination.” And “in turn cause a
down turn in the local travel and tourism economy, and interrupt the continuity of
business operations for the local travel and tourism industry, by the reduction of
tourist arrivals and expenditure.” In other words, crisis management is important
issue in tourism management.
Faulkner (2001, p.136) noted that “crisis described a situation where the root cause of
an event is, to some extent, self-inflicted through such problems as inept management
structures and practices or a failure to adapt to change while a “ disasters” can be
defined as where an enterprise …is confronted with sudden unpredictable catastrophic changes over which it has little control”. Therefore, crisis not equals to
disaster. Crisis regarded a situation face by an individual, group or organization which
they were unable to cope with the use of normal routine procedures (Booth 1993, p.
85-86).
Crisis management is a process as essentially that provided an organization with a
systematic, orderly response to crisis situations (Littlejohn 1983). Santana (1999) also
21 defined that crisis management can be an ongoing integrated and comprehensive effort that organizations effectively put into place in an attempt to first and foremost understand and prevent crisis, and to effectively manage those that occur, taking into account in each and every step of their planning and training activities, the interest of their stakeholders.
Coombs (1999) noted that all crises were different and crisis managers needed to tailor responses to individual crises rather than try to plan for every individual situation. Thus, proactive planning through the use of strategic planning and issue management will help reduce risk, time wastage, poor resources management and reduce the impacts of those that do arise (Health,1998). In general, crisis management is an ongoing processes since crises are indefinite, numerous, unexpected and unpredictable (Parasons 1996; William et. al.1998).
Sönmez et al. (1999) argued that tourist destinations should also incorporate crisis management planning into their overall sustainable development and marketing strategy to protect and rebuild their image of safety/attractiveness, to reassure potential visitors of the safety of the area and to aid local travel and tourism industry members in their economic recovery. Pearson and Mitroff (1993, p. 59) suggested that
22 the purpose of crisis management is not to produce a set of plans; it is to prepare an
organization to think creatively about the unthinkable so that the best possible
decisions will be made in time of crisis’. In fact, Faulkner (2001, p. 137) pointed out
that good management means having strategies for coping with unexpected events
over which organizations have no control.
In summary, in respect of the volatile environment in which the tourism industry is
now operating, it was imperative that appropriate policies were in place at governmental, sector and organizational level so as to guide decision-making in key
areas such as the management of human resources.
2.6 Ngong Ping
Ngong Ping Cable Car totally long 5.7km and offer twenty minutes cable car journey
for visitors travelling between Tung Chung Town Centre and Ngong Ping on Lantau
Island. Visitors able to enjoy panoramic views of the Hong Kong International Airport,
South China Sea, the Tian Tan Buddha Statue, as well as the flora and fauna of North
Lantau Country Park.
Two types of cabin offered to tourists including Standard cabin and Crystal Cabin.
23 Crystal Cabin equipped with a glass bottom so that visitors can 360 degrees appreciated the spectacular views experience.
“Ngong Ping Village” is an impressive cultural themed village adjacent to the Ngong
Ping Cable Car Terminal. Villages incorporated several major attractions, including
Walking with Buddha, Monkey's Tale Theatre and the Ngong Ping Tea House.
Different types of Chinese performance showed around the Ngong Ping Village, visitors probably entertained by an ever-changing array of street performances.
Visitors can appreciate and enjoyed different kinds of traditional Chinese performance such as kung-fu demonstrations, Chinese jugglery or Chinese acrobatic show.
For a more cultural and religious experience, visitors can just have a few minutes to
Po Lin Monastery. The world's tallest outdoor bronze Buddha, Tian Tan Buddha
Statue, located nearby Ngong Ping Village. Tian Tan Buddha is the world famous attraction and also it is the major centre for Buddhism in Hong Kong Tian Tan
Buddha Statue attracted many foreign visitors and attracted over ten thousand pilgrimage and visitors each year.
24 Chapter 3 Methodology 3.1 Research Design
The research aimed at examining visitor perceptions of safety problem of Ngong Ping cable car.Quantitative Research was to be taken in this study. Both primary data and
secondary data were used for analyze. Creswell (1994) defined that a quantitative
research as an inquiry into a social or human problem based on testing a theory
composed of variables, measured with numbers, and analyzed with statistical
procedures, in order to determine whether the predictive generalizations of the theory
hold true. In quantitative method, data usually collected though questionnaire,
experiment, co-relational study and telephone survey.
3.1.1 Primary data
Charles (2006) defined that primary data was original data gathered for the specific
purpose of solving the travel research problem that confronts you. Thus, primary
research was more suitable to find out opinion of visitors. A questionnaire has been
designed in order to obtain primary data as the same time face-to face interview
carried out in Tung Chung Cable car terminal.
3.2.1 Secondary data
According to Charles (2006), secondary data was a information which have already
25 been collected for some other purpose and had available for use by simply visiting the
library or other such repositories of secondary data. In this study, secondary data will
be collected through extensive literature review. This includes books, journals,
magazine, internet resources and newspaper. In addition, data from government
bureau also used such as investigate report of the incident from Electronical and
Mechanical Services Department (EMCA) and tourism statistic from Hong Kong
Tourism Broad (HKTB).
3.2 Questionnaire design
The interview focused on identifying the importance of visitor perception of safety and the effects of Ngong Ping cable car incidents. After finished the interview, visitors’ perception of safety after and before incidents would be compared. Hence, examined the effects and gave suggestions for improvement and corrected existing problem. Foreign visitors aged over eighteen or above selected as interview target.
The questionnaire was translated in both English and Simplified Chinese versions so as to overcome languages barrier. Two hundreds pieces of questionnaires have been used to ensure that there was adequate information for analyzing. The questionnaire consisted of closed-ended questions using interval and nominal scales. Closed-ended questions were formulated for the main contrast in the study to help the respondents
26 make quick decisions by choosing from several alternatives (Sekaran, 2001). The
possible answers were pre-code in convenient for interviewees to draw a tick or
circles in the most suitable answer.
The first question of the questionnaire asked interviewees whether they were tourists
or not for a purpose of filtering and screening the proper target. Questionnaire was
dividend into several parts. Part one of survey was to investigate how visitors’
concerned their personal safety while travel outside as well as the perception of cable
car safety after and before those incidents occurred. The measurements of “visitors’ concerns of personal safety” based on a 7-point Likert-type from 1= not at all
concerned to 7= very concerned. Other factors affected visitors’ perceptions about the
cable car were also listed out in part two. A series of statements on which visitors
rated perceptions of safety based on 7-point Likert-type scales ranging from 1= very
unsafe to 7= very safe. The general 5 points Likert-type scales were extending to 7
points Likert-type scales which gave wider scope to respondents to make choices
(Wright & Crimp, 2000).
Part two of the survey aimed to examine visitors’ perception of safety after reopend
and their opinion of safety measures adopted by management as well as the overall
27 impacts have brought by incident. A series of possible factors were listed out and visitors rated using a 7 point Likert-type scales ranging from point 1= poor to 7 = excellent. Last question of the questionnaire asked about “how likely visitors will take cable car again”, Likert-type scales ranging from 1=very unlikely to 7= very likely. This question was to find out visitors’ overall feeling after taking Ngong Ping
360 and examined overall safety and security of Ngong Ping. If visitors’ were more likely to take again that indicated visitors felt Ngong Ping 360 was insecure and unsafe.
The third part of the survey was to conduct visitor’s demographic information of respondents. Demographic information such as gender, age, occupation, travel purpose and nationality were collected.
3.3 Simple and data collection
Primary research has been used 200 pieces of questionnaire have been used to have personal interview to track opinion from visitors. Face-to-face interview carried out in
Tung Chung cable car terminal for three days during December. The date chosen would cover both weekdays and weekends. Interview time was from 10 a.m. to 6 p.m. which within the open hour of cable car.
28 The questionnaires have been distributed in convenient data sampling method. In other words, all people would have equal chance for asking to interview .The respondents must be aged eighteen year or above to ensure that they were independent and able to make valid judgment. Moreover, local residents have been rejected since they were not in the targeted group.
To ensure the content validity and reliability of the questionnaire, pilot test will be implemented by convenient sampling technique. According to Wright & Crimp (2000) defined that simple random sampling is every member of the population should have an equal or known chance of being selected. Twenty samples have been distributed out to friends before launching interview. The results of the pilot test provided suggestion for rearranging on the questionnaire’s wording, question content and question sequence.
3.4 Data analysis
To ease the analyzing process, collected data was analyzed by using Statistic Package for Social Sciences (SPSS) Program. Under the SPSS program, visitors profile and demographic information would be examined by the percentage in order to provide better understanding of the respondents’ personal data. In addition, the mean of the
29 perceptions of safety would be computed and the result would be automatically compared with their mean and their relative importance would be ranked.
To understand the perception variables, independent group t-tests and analyzed different perception variance (ANOVA) were conducted to examine the influence of gender, age, occupation, travel purpose and nationality.
30 3.5 Limitations of study
As the researcher was an undergraduate student, limited time and financial resources were available to the research. Meanwhile, the present sample size was relatively small. In other words, the finding cannot be generalized to the population without further research. The finding from the study gave foundation and direction for future research. Therefore, this is the first attempt for further study.
31 Chapter 4 Finding and analysis
4.1 Characteristic of the respondents
The general overview on demographic characteristics of the respondents was collected in this study. The demographic profiles were measured by gender, age, occupation, travel purpose and nationality. For further details of respondents demographics characteristics please refer to Table 4.1.
One-hundred of seventy two visitors have been interviewed and finally120 pieces of questionnaires were qualified for analysis because some respondents were not willing to disclose their personal information and have not finished the whole questionnaires.
The total response rate is 69.8%.
Forty-four of the respondents are male and seventy-six of the respondents are female which occupied 36.7% and 63.3% respectively. Most of the respondents were age 18-
25 (33.3%). The second large age group was 26-35 and this occupied 26.7%.
Twenty-four respondents (20%) were age 36-45 while sixteen respondents (13.3%) are aged 46-55. The rest of the respondents were age 56 or above (6.7%). All respondents were aged over 18 to ensure they were able to provide suitable information and valid judgment.
32
The majority of respondents were student (33.3%). Followed by twenty respondents was housewife (16.7%). On the other hand, sixteen respondents were technician and thirteen respondents were businessman which held 13.3% and 10.8% respectively.
Senior officer and manager were twelve and occupied 10%. Eleven respondents were professional and occupied 9.2% while eight respondents were retired and occupied
8%.
For the travel purpose of visitors, 53.3% of the visitors travel Hong Kong for vacation.
Religious travel was the other major purpose which occupied 23.4%. Sixteen respondents (13.3%) were visiting friends and relatives (VFR) and 10% respondents were for the business purpose.
In terms of nationality, 46.7 % of respondents were Chinese while 23.3% of respondents were European. Twenty respondents were American which occupied
16.6%. Rest of the visitors was from Japanese and Indian and both of them were held
8%.
33 Table 4.1 Frequency table of respondents’ demographic information (N=120) Gender N=120 % Occupation N=120 % Male 44 36.7% professional 119.2% Female 76 63.3% Businessman 1310.8% senior official/manager 12 10.0% Age technician 16 13.3% 18-25 40 33.3% housewife 2016.7% 26-35 32 26.7% retired 8 6.7% 36-45 24 20.0% student 4033.3% 46-55 16 13.3% 56 or above 8 6.7% Nationality Travel purpose Chinese 56 46.7% vacation 64 53.3% American 2016.6% Business 12 10.0% European 2823.3% Visit relative and friend 16 13.3% Japanese 8 6.7% Religious 28 23.4% Indian 8 6.7%
34 4.2 Visitors’ perception about safety problem of Ngong Ping 360
Part one of the questionnaires aimed at investigating how visitors’ concerned about their personal safety while travel outside and the safety perception of Ngong Ping 360 after and before those incidents occurred. The survey derived a number of variables
by asking visitors to rate various elements of their perception of personal safety.
Table 4.2 showed the mean and standard deviation of visitors’ perception. The mean
derived for a number of perception variables were ranging from 4.06 to 6.26.
The highest three ranked perception variables were “personal safety while travel
outsides”, “how visitors’ concern personal safety before June 2007 incident” and
“how visitors’ concern personal safety after June 2007 accident”. Visitors quite concerned about their personal safety while travel outside since the mean value 6.26 which was the highest score variables among the scales. Destination’ safety and security regarded as one important factor of travel since the incidents of 911 in USA.
Previous literature noted that “Safety and security’ has been identified as one of the five global forces that will drive the tourism industry in the new millennium Chiang
(2000).
Kim et al. (2005) investigated destination attributes that were likely to be attractive to outbound tourists. His findings illustrated the five top destination attributes were safety, beautiful scenery, well equipped tourism facilities, different cultural/historical
35 resources and good weather.
Meanwhile, total mean of visitors’ concern personal safety before and after June 2007
incident (mean=6.21, mean=6.13). In other words, most of the visitors very
concerned about their safety before cable car incidents. Interestingly, compared with
the perception before and after cable car incidents, the difference was 0.08. It
represented that the cable car incident have slightly affected visitors’ perception of safety. In response to the perceived safety level of Hong Kong, total mean value 6.17 reflected that most of the respondents perceived Hong Kong as safe place.
On the other hand, the bottom three ranked perception variables were “cable car as a form of transportation”, “visitor feeling when taking Ngong Ping 360” and “overall perception of safety of Ngong Ping 360”. In terms of cable car as a mean of transportation (mean = 4.53) and the visitors’ feeling when taking Ngong Ping 360
(mean= 4.43), those were slightly higher than average and represented most respondents were satisfied with the services. The lowest ranked perception variables overall perception of safety of Ngong Ping (mean = 4.06), the mean value in the center of the scales. It indicated that safety of Ngong Ping 360’ were fairly acceptable.
36
Table 4.2 Visitors’ perception about safety problem of Ngong Ping 360 (N=120)
Rank Perception variables Mean SD 1 how visitors' concern personal safety while travel outside 6.26 0.90 2 how visitors concern personal safety before June 2007 incident 6.21 1.00 3 how visitors’ concern personal safety after June 2007 incident 6.13 0.58 4 perceived safety level of Hong Kong 5.34 1.25 5 cable car as a form of transportation 4.53 0.83 6 visitors' feeling while travel Ngong Ping 360 4.43 0.96 7 overall perception of safety of NP360 4.06 0.80 Note: Rankings were based on mean scores measured on a Likert-type scales from 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe
4.3 Visitors’ perceptions of safety after Ngong Ping 360 reopened Part two of the questionnaire visitors’ perceptions of safety after Ngong Ping 360
reopened and their opinion of Ngong Ping safety strategy. Table 4.3 showed the mean
and standard deviation of visitors’ experience variables after reopened. The means for
a number of perception variables were ranging from 3.93 to 5.33.
Cable car' traveling time & speed scored the highest mean value 5.33 so that most
respondents were satisfied with cable car journey and the travelling time meet their
expectations. Ngong Ping 360 reliability generated the second highest perception
variables (mean=4.59) and the third ranked factor was “safety information provides to
visitors” (mean=4.42). Those mean score around the center of scales. It reflected that
respondents the Ngong Ping 360 fairly reliable and overall Ngong ping management
provided enough safety information to all passengers.
37
The three lowest perception variables were “Ngong Ping 360 service quality after
restructure”, “preventive measures implemented after the incident in June 2007” and
“how likely of visitors will take Ngong Ping 360 again”. Even“ Ngong Ping 360
service quality after restructure”, its mean value 4.11 which was slightly higher than
average. Therefore, most respondents favorable about service quality.
In terms of preventive measures implemented after the incident in June 2007 (mean=
3.96) and how likely the visitors will take Ngong Ping 360 again (mean=3.93), those
mean value were slightly lower than center scales. For asking preventive measures
implemented, it aimed to evaluate the effectiveness of safety measures carried out
after incident. Since a series of measures for preventing incident were implemented,
some of them were selected for examples. Measures such as establishing quality
management in maintenance and operation practices, better human resources
management and procurement practices of materials and services were used for
examples. Respondents seemed unfavorable with the policy.
Moreover, the possibilities of visitors take again generated the lowest mean value
which reflected respondents less likely to take the cable car again. Some respondents
claimed that the cableway should not operate when it's dangerously windy while the
others think that the experience not really interesting than they expected.
Table 4.3 Visitors’ perceptions of safety after Ngong Ping 360 reopened
Rank Perception variables Mean SD 1 cable car' traveling time & speed 5.33 0.47 2 Ngong Ping 360 reliability 4.59 0.81
38 3 safety information provides to visitors 4.42 0.83 4 safety announcement provides for visitors in Tung Chung Terminal 4.36 0.91 5 cabin design and seating 4.20 1.01 6 monitoring system e.g. installation of CCTV 4.19 0.75 7 services quality after restructure of management & operation and 4.11 1.11 maintenance after the incident in June 2007 8 preventive measures implemented after the accident in June 2007 3.96 0.89 9 how likely of visitors take cable car again 3.93 0.87 Note: Rankings were based on mean scores measured on a Likert-type scales from 1=Poor to 7=Excellent or 1=Very unlikely to 7= Very likely
4.4 Independent T-test
4.4.1 Difference among the perception attributes of gender
An independent-sample t-test has been used when comparing some mean scores, on
some continues variables for two different groups. Table 4.4 showed the variables
comparison of male and female. According to the t-test table, it found that three
significant differences among perception variables that were “how visitors’ concern
personal safety while travel outside”( p<0.03), “cabin design and seating”(p<0.02)
and “how likely the visitor’ will take cable car again”(p<0.01). In terms of personal safety,
both male (mean= 6.50) and female (mean=6.12) were very concerned about their
safety while travel outside. It indicated that travel safety was very important no matter
on the view of male or female. They tended to consider and concern about their
personal safety while travelling. Interestingly, many previous studies encouraged that
female was perceived less risky than male. Barker and Page et. al. (2003) pointed out
that some of the most vulnerable tourists appeared to acknowledge their perceived
39 risk and take additional precautions so as to reduce their risk of crime without
actually limiting their travel behavior especially women and backpacker tourists.
Gibson and Jordan (1998) reported that females and more susceptible to risk than
men. Since females tourists’ were vulnerable to the risk and hence they were more
sensitive about the safety of transportation. Another literature also studied how the effect of gender affected perception of risk and safety. Pizam et al. (2002) used a combined risk and sensation seeking variable that found out males showed more propensity for adventurous and spontaneous vacations. The findings showed that some male respondents have been retired and age 56 or above. Hence, the mean value of male was slightly higher than female.
In terms of cabin design and seating, the average mean value was 5.35.Since the majority of respondents were female so that there were difference among gender.
Another perception variable “how likely the visitor’ will take cable car again”, the data
showed that male was more likely to take again than female. The mean value of male
and female were 4.23 and 4.04 respectively. It represented that both of them were likely to take again. Lepp & Gibson (2008) found out that male visitors expressed more concerned on health and cultural risks. Hence, male left “safety” behind health and cultural risks issue and felt more safe enjoy the journey.
40
Table 4.4 Relationship between perception variables and gender
Male Female Sig. Perception variables t-value Mean Mean (2-tailed) 1.how visitors' concern personal safety while travel outside 6.50 6.12 2.27 0.03* 2.how visitors' concern personal safety before incident in June 2007 5.61 5.18 1.83 0.07 3.how visitors' concern personal safety after incident in June 2007 6.27 5.17 0.54 0.59 4.perceived safety level of Hong Kong 6.18 6.11 0.70 0.49 5.perceived cable car as a form of transport 4.16 4.00 1.05 0.30 6.visitors' feeling while travel Ngong Ping 360 4.52 4.38 0.78 0.44 7.overall perception of safety about Ngong Ping 360 4.70 4.43 1.74 0.09 8.cable car' traveling time and speed 4.30 4.39 -0.57 0.57 9.Ngong Ping 360 reliability 4.32 4.13 0.98 0.33 10.safety information provides to visitors 4.05 3.91 0.81 0.42 11.safety announcement provides for visitors in Tung Chung Terminal 3.95 3.91 0.28 0.78 12.cabin design and seating 5.45 5.25 2.34 0.02 13.The number of CCTV & monitoring system 4.27 4.14 0.90 0.37 14.services quality after restructure of management 4.52 4.63 -0.70 0.48 15.preventive measures implemented after the incident in June 2007 4.50 4.37 0.84 0.40 16 how likely the visitor’ will take cable car again 4.23 4.04 2.66 0.01* Note: 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe or 1=Poor or 7=Excellent *Significant at the 0.05 level.
41 4.5 One-way ANOVA
Carr (2001) indicated that gender may not be the only influence on risk perception and tourist behavior, other factors such as personality type might also be influential.
Therefore, gender was not only factor affected perception of risk but had a certain
effect. For further, another comparisons were carried out for in depth analysis.
One-way ANOVA “compares the mean scores on the dependent variables between the
three groups” and “To determinate whether there are significant differences between
the means of the three groups” Daniel Muijs (2004).
4.5.1 Age
Table 4.5 showed the significant difference of perception variables by age. Three
significant differences were found including “visitors’ feeling while travel Ngong
Ping 360”(p<0.04) , overall perception of safety about Ngong Ping (p<0.00) and how
likely visitors will take again (p<0.01).
The research found that the lowest mean score 3.63 value of “visitors’ feeling while
travel Ngong Ping 360” rated by age 56 or above. For the above age group, they had
neutral attitude towards the safety of the experience. On the other hand, the highest
mean score 4.70 rated by age 18-25. According to Levinson’s model (Levinson et al.
1978; Levinson, 1996) of the adult life course to understand stability and change in
42 tourist role preference. It found that individuals in their 20s are most likely to prefer
roles such as the drifter and explorer, choices that matched their life stage characteristics and that include a desire for exploration, adventure, and experimentation. Gibson and Yiannakis (2002) studied tourist role preference over a life period, found that preference for risk-related tourism tended to decrease with age.
Thus, younger people tended to be more adventurous traveler and less concerned about their safety.
In terms of the overall safety perception of Ngong Ping 360, it was supposed that adverse individual feeling on cable car journey would directly affect the perception of overall safety. Refers to the table 4.5, the lowest mean score 3.86 rated by age 56 or above. The findings was reasonably match with the result of “visitors’ feeling while travel Ngong Ping 360”. Gibson (1996) studied support that during the age 30 transition, travel decisions are increasingly made in the context of occupation, marriage, and family. The tendency for thrill-seeking type vacations diminishes and the type of novelty people are seeking for intention to be more culturally and educationally oriented rather than physically risky. The role of the independent mass tourist also increased in popularity during the 30s and 40s. In late adulthood, tourist roles such as the seeker, the organized mass tourist and the educational tourist were
43 favored roles that were perceived as less risky. In other words, the acceptance of risky level would decrease when there were increase in age. Thereby, age 56 or above may be less tendency for thrill-seeking because of the changing of their roles and perceiving more risk.
For the perspective of respondents repeated travel to Ngong Ping 360, there were two age groups who were less likely to take again. Respondents who age 56 or above were less likely to take again and even may not be take again (mean=3.25).
Meanwhile, respondents who age 36-45 also did not keen to take again (mean=3.83).
The findings showed that age 18-25 were more likely to take again than who age
36-45 and 56 or above.
“Age” would be one of the major factors that affected the health conditions and living conditions of the elders. Hakamies-Blomqvist et al. (2003) identified arthritis, heart diseases, arterial hypertension, diabetes and various forms of dementia as common age-related conditions. Therefore, the elders would have more travel constraints on their trip and they were perceived more risk during travel.
44 Table 4.5 Difference of safety perception variables by Age (N=120) 18-25 26-35 36-45 46-55 Above 56 factor f Sig. Mean SD Mean SD Mean SD Mean SD Mean SD 1.how visitors' concern personal safety while travel outside 6.53 0.82 6.16 0.92 6.17 0.96 6.13 0.96 5.88 0.83 1.51 0.20 2.how visitors' concern personal safety b/f incident in June 07 5.68 1.21 5.31 1.26 5.13 1.31 5.12 1.31 4.88 1.13 1.30 0.27 3.how visitors' concern personal safety a/f incident in June 07 6.40 0.84 6.16 1.02 6.21 1.06 6.13 1.09 5.63 1.06 1.13 0.35 4.perceived safety level of Hong Kong 6.13 0.56 6.19 0.59 6.04 0.62 6.13 0.62 6.25 0.46 0.30 0.88 5.perceived cable car as a form of transport 4.13 0.72 4.06 0.80 4.04 0.91 4.00 0.89 3.88 0.83 0.19 0.94 6.visitors' feeling while travel Ngong Ping 360 4.70 0.61 4.28 1.11 4.50 0.88 4.38 1.02 3.63 1.41 2.57 0.04* 7.overall perception of safety about Ngong Ping 360 4.68 0.66 4.81 0.82 4.17 0.82 4.50 0.89 3.86 0.99 4.00 0.00* 8.cable car' traveling time and speed 4.40 0.71 4.38 1.04 4.42 0.93 4.38 1.02 3.88 1.13 0.60 0.66 9.Ngong Ping 360 reliability 4.50 0.68 4.03 1.15 4.21 0.98 4.13 1.09 3.50 1.41 2.18 0.08 10.safety information provides to visitors 4.13 0.76 3.97 1.03 3.83 0.82 3.88 0.96 3.63 1.06 0.78 0.54 11.safety announcement provides for visitors 4.05 0.68 3.94 1.03 3.83 0.82 3.88 0.96 3.63 1.06 0.52 0.72 in Tung Chung Terminal 12.cabin design and seating 5.48 0.51 5.25 0.44 5.29 0.46 5.25 0.45 5.13 0.35 1.76 0.14 13.The number of CCTV & monitoring system 4.43 0.59 4.03 0.78 4.21 0.78 4.13 0.81 3.75 0.89 2.15 0.79 14.services quality after restructure of management 4.60 0.63 4.59 0.91 4.67 0.89 4.63 0.89 4.25 1.16 0.40 0.81 15.preventive measures implemented a/f the incident in June 07 4.53 0.64 4.44 0.98 4.33 0.76 4.38 0.89 4.13 1.13 0.49 0.74 16. how likely the visitor’ will take cable car again 4.43 0.87 4.06 1.13 3.83 1.31 4.25 1.13 3.25 1.04 2.57 0.01* Note: 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe or 1=Poor or 7=Excellent *Significant at the 0.05 level.
45 4.5.1 Occupation
Table 4.6 showed the significant difference of perception variables by occupation.
Two significant differences included the overall perception of safety about Ngong
Ping 360 (p<0.01) and how likely they will take again (p<0.01) were found.
The survey asked that “overall perception of safety about Ngong Ping 360” aimed to
find out if there was any change in visitors’ perception of safety of Ngong Ping .
According to the data, housewife (mean=3.90) and retired (mean=3.75) respondents
felt Ngong Ping 360 insecure and a bit unsafe. On the other hand, the findings indicated that technician (mean=4.80) and student (mean=4.75) had favorable experience of Ngong Ping 360. Most of them were rated 6= safe which indicated that
they felt safe while travel Ngong Ping 360.
In terms of repeated travel to Ngong Ping 360, the mean value was ranging from 3.35
to 4.54. There were two mean values which were slightly lower than average.
Housewife (mean=3.35) and retired (mean=3.50) were unlikely to travel again. As
mentioned above women and the elderly were more susceptible to the environment
and perceived more risk associated with international travel. The results also indicated that student (mean=4.46) and businessman (mean=4.45) were more likely to take again.
46 Table 4.6 Difference of safety perception variables by occupation (N=120) Perception variables professional businessmen Senior officer Mean SD Mean SD Mean SD 1.how visitors' concern personal safety while travel outside 6.27 0.90 6.15 0.99 6.33 0.89 2.how visitors' concern personal safety before incident in June 2007 5.27 1.27 5.46 1.27 5.08 1.38 3.how visitors' concern personal safety after incident in June 2007 6.18 1.08 6.31 0.95 6.25 1.06 4.perceived safety level of Hong Kong 6.18 0.60 6.08 0.64 6.25 0.62 5.perceived cable car as a form of transport 4.09 0.83 4.15 0.80 3.92 1.00 6.visitors' feeling while travel Ngong Ping 360 4.27 1.19 4.46 0.97 4.33 1.15 7.overall perception of safety about Ngong Ping 360 4.64 0.67 4.77 0.83 4.75 0.62 8.cable car' traveling time and speed 4.45 1.13 4.38 0.87 4.42 1.08 9.Ngong Ping 360 reliability 4.00 1.18 4.15 1.70 4.00 1.13 10.safety information provides to visitors 4.00 1.10 3.92 0.86 4.00 1.04 11.safety announcement provides for visitors in Tung Chung 4.00 1.10 3.85 0.90 4.00 1.04 Terminal 12.cabin design and seating 5.27 0.47 5.31 0.48 5.25 0.45 13.The number of CCTV & monitoring system 4.09 0.83 4.08 0.76 4.17 0.83 14.services quality after restructure of management 4.54 0.93 4.69 0.85 4.67 0.98 15.preventive measures implemented after the incident in June07 4.36 1.03 4.46 0.88 4.42 1.00 16. how likely the visitor’ will take cable car again 4.54 0.94 4.46 0.97 4.33 0.89 Note: 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe or 1=Poor or 7=Excellent *Significant at the 0.05 level.
47 technician housewife retired student f Sig. Mean SD Mean SD Mean SD Mean SD 6.13 0.96 6.13 0.99 6.48 0.82 6.26 0.90 0.78 0.59 5.13 1.31 5.15 1.27 5.13 1.36 5.63 1.19 0.64 0.70 6.13 1.09 6.05 1.10 6.13 1.13 6.30 0.88 0.19 0.98 6.13 0.62 6.05 0.60 6.13 0.64 6.15 0.53 0.18 0.98 4.00 0.89 4.05 0.83 4.00 0.93 4.10 0.71 0.13 0.99 4.38 1.02 4.40 0.94 4.38 1.06 4.55 0.85 0.19 0.98 4.80 0.77 3.90 0.72 3.75 0.89 4.75 0.77 3.43 0.01* 4.38 1.02 4.35 0.99 4.38 1.06 4.30 0.76 0.06 0.99 4.13 1.09 4.20 1.60 4.13 1.13 4.38 0.87 0.37 0.90 3.88 0.96 3.80 0.89 3.88 0.99 4.08 0.80 0.26 0.96 3.88 0.96 3.80 0.89 3.88 0.99 4.00 0.72 0.17 0.98 5.25 0.45 5.25 0.44 5.25 0.46 5.45 0.50 0.72 0.63 4.13 0.81 4.10 0.79 4.13 0.83 4.35 0.66 0.45 0.84 4.63 0.88 4.60 0.82 4.63 0.92 4.53 0.72 0.10 1.00 4.38 0.88 4.35 0.81 4.38 0.92 4.48 0.72 0.75 1.00 3.88 1.08 3.35 1.27 3.50 1.41 4.37 0.81 2.48 0.01*
48 4.5.2 Travel purpose
Table 4.7 showed the significant difference between the perception variables and
travel purpose. The significant difference was also found among different travel
purposes in terms of mean score of “overall perception of safety about Ngong Ping
360” (p<0.001) and “how likely visitors will take again” (p<0.001). For the purpose
of Visit Friends and Relatives (VFR), respondents thought that a bit unsafe of Ngong
Ping 360 (mean=3.88) which were slightly lower the center scales. The rest
respondents for other purposes including Vacation (mean= 4.68), Business
(mean=4.50) and Religious (mean=4.39) felt Ngong Ping 360was safe.
Since the unfavorable perception of overall safety of VFR visitors, it was reasonably that respondents were unlikely to take again (mean=3.19). In relation to the demographic data most of the respondents for VRF were retired and housewife. As
Gibson (1996) and Gibson and Jordan (1998) suggested that women and the elders were more susceptible and perceived less risk when travel. According to Mintel (2003) study, it noted that 12% increased in the growth of the15-24 year olds backpacking market between 1999 and 2007. Thus, youngsters preferred more challenging and trill-seeking travel rather than normal activities such as sightseeing and shopping. For retired and housewife, they perceived less safe so that they were vulnerable and more
49 sensitive with the surrounding environment.
On the other hand, respondents for vacation purpose (mean=4.27) and religious
purpose (mean=4.50) were tended to take again. The results indicated respondents for religious purpose were the most likely to travel again. Religious tourists’ were more likely to take again because the use of cable car convenient for them assessed to Po
Lin monastery.
In addition, the other variables have no significance such as traveling time and speed, reliability and safety information for visitors. A previous literature by Roehl and
Fesenmaier (1992) found out that tourists’ were preferred to search information
before they travel or during travel. A notable correlation showed that overseas tourists
had a greater demand for safety information than domestic tourists. The demand for
safety information was most apparent among visitors who were most at risk and
concerned for their safety whereby information search was related to perceptions of
risk. Therefore, it was important to provide addressed safety information and manage
correctly.
50 Table 4.7 Difference of safety perception variables by travel purpose (N=120) Perception variables vacation business Visit friends & relative religious f Sig. Mean SD Mean SD Mean SD Mean SD 1.how visitors' concern personal safety while travel outside 6.38 0.86 5.92 1.00 6.13 0.96 6.21 0.92 1.07 0.37 2.how visitors' concern personal safety b/f incident in June 07 5.53 1.21 4.83 1.27 5.13 1.31 5.25 1.29 1.37 0.26 3.how visitors' concern personal safety after incident in June 07 6.28 0.92 6.00 1.13 6.13 1.09 6.17 1.06 0.34 0.87 4.perceived safety level of Hong Kong 6.14 0.56 6.17 0.58 6.13 0.62 6.12 0.63 0.36 0.99 5.perceived cable car as a form of transport 4.11 0.74 3.92 1.00 4.00 0.89 4.04 0.84 0.24 0.87 6.visitors' feeling while travel Ngong Ping 360 4.48 0.93 4.42 0.9 4.36 1.02 4.36 1.06 0.14 0.94 7.overall perception of safety about Ngong Ping 360 4.73 0.76 4.50 0.67 3.88 0.81 4.39 0.83 5.56 0.01* 8.cable car' traveling time and speed 4.34 0.84 4.25 0.97 4.38 1.03 4.43 1.03 0.17 0.94 9.Ngong Ping 360 reliability 4.27 0.96 4.17 1.03 4.13 1.09 4.11 1.10 0.20 0.90 10.safety information provides to visitors 4.03 0.85 3.75 0.87 3.88 0.96 3.93 0.98 0.41 0.75 11.safety announcement provides for visitors 3.97 0.82 3.75 0.87 3.88 0.96 3.93 0.98 0.23 0.88 in Tung Chung Terminal 12.cabin design and seating 5.39 0.49 5.23 0.45 5.25 0.45 5.25 0.44 0.89 0.45 13.The number of CCTV & monitoring system 4.25 0.71 4.17 0.83 4.13 0.81 4.11 0.79 0.29 0.83 14.services quality after restructure of management 4.56 0.77 4.75 0.87 4.63 0.89 4.57 0.88 0.19 0.90 15.preventive measures implemented a/f the incident in June 07 4.45 0.80 4.42 0.79 4.38 0.89 4.36 0.91 0.10 0.96 16. how likely the visitor’ will take cable car again 4.27 0.90 4.00 1.21 3.19 1.11 4.50 1.11 6.35 0.001* Note: 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe or 1=Poor or 7=Excellent *Significant at the 0.05 level.
51 4.5.3 Nationality
Table 4.8 showed the difference of the perception variables and nationality. There was
a significant difference among nationality with regard to how visitors’ concern their
personal safety before the incident in June 2007 (p<0.01), overall safety of Ngong
ping 360 (p<0.01) and how likely they will take again (p<0.04)
The findings showed Chinese (mean=5.77), Japanese (mean=5.13) and India
(mean=5.30) were relatively concerned their travel safety before the incident.
American (mean= 4.95) and European (mean= 4.81) were relatively less concerned
about their safety but the mean score still rated higher than average. Compared with
the visitors’ concerned personal safety after incident, it was found that American was
more concerned their safety after cable car incident (Table 4.8).
Table 4.8 Difference between how visitor concerned personal safety before and after cable car incidents Chinese American European Japanese Indian Mean SD Mean SD Mean SD Mean SD Mean SD Before incidents 5.77 1.11 4.95 1.28 4.81 1.23 5.13 1.36 5.30 1.33 After incidents 6.30 0.89 6.05 1.10 6.19 1.06 6.13 1.13 6.10 1.10 Difference .0.53 1.63 0.25 1.00 0.80
So¨nmez & Graefe (1998a) identified nine types of risk associated with international
travel: financial, health, physical, political instability, satisfaction, social, terrorism,
52 and time. For US travelers, terrorism, transportation reliability, political instability,
and satisfaction risk were identified to be most often associated with international
travel. Another study by Reisinger & Movondo (2006) also supported that tourists
from the US were likely to perceive more risk associated with international travel and
had higher levels of anxiety. Indeed, in another related study, they found that anxiety
levels had a significant impact on perceptions of safety and travel intentions
(Reisinger & Movondo, 2005).
The findings also showed that Western travelers’ was relatively less concerned about
their safety before incident. Winsted (1999) suggested that customers with a Western
cultural background were more likely to attach importance to the tangible cues from
the physical environment than are their Asian counterparts. Hurley (1988) and
Tremblay (1989) also found that American tourists were more susceptible to the threat of international terrorism than European tourists. Western travelers enjoyed more the journey rather than concerned other factors.
In terms of the overall safety of Ngong Ping 360, the lowest mean value 4.00 rated by
Indian while the highest mean value 4.75 rated by Chinese. The findings reported the nationality had similar perspectives on Ngong Ping 360’ overall safety. Finally,
American (mean=3.75) and European (mean=3.77) were less likely to take again
53 while Chinese (mean=4.39) and Japanese (mean=4.50) were more likely to take again.
It indicated that foreigner travelers were more aware of their personal safety. In
relation to the travel purpose, Chinese visitors’’ to Ngong Ping was mainly for religious purpose so that it was convenient for them by taking Ngong Ping 360.
54 Table 4.9 Difference of safety perception variables by Nationality (N=120) Chinese American European Japanese Indian Perception variables f Sig. Mean SD Mean SD Mean SD Mean SD Mean SD 1.how visitors' concern personal safety while travel outside 6.41 0.85 6.00 0.97 6.19 0.94 6.13 0.99 6.20 0.92 0.89 0.47 2.how visitors' concern personal safety b/f incident in June 07 5.77 1.11 4.95 1.28 4.81 1.23 5.13 1.36 5.30 1.33 3.65 0.01* 3.how visitors' concern personal safety a/f incident in June 07 6.30 0.89 6.05 1.10 6.19 1.06 6.13 1.13 6.10 1.10 0.30 0.88 4.perceived safety level of Hong Kong 6.14 0.55 6.15 0.59 6.08 0.63 6.13 0.64 6.20 0.63 0.10 0.98 5.perceived cable car as a form of transport 4.13 0.72 3.95 0.94 4.04 0.87 4.00 0.93 4.00 0.82 0.21 0.93 6.visitors' feeling while travel Ngong Ping 360 4.50 0.91 4.40 0.94 4.42 0.99 4.38 1.06 4.20 1.23 0.22 0.93 7.overall perception of safety about Ngong Ping 360 4.75 0.77 4.55 0.69 4.15 0.83 4.63 0.74 4.00 0.94 3.75 0.01* 8.cable car' traveling time and speed 4.34 0.82 4.30 0.98 4.42 0.99 4.38 1.06 4.40 1.17 0.63 0.99 9.Ngong Ping 360 reliability 4.29 0.95 4.15 1.04 4.15 1.05 4.13 1.13 4.00 1.25 0.23 0.92 10.safety information provides to visitors 4.05 0.84 3.80 0.89 3.88 0.91 3.88 0.99 4.00 1.15 0.38 0.83 11.safety announcement provides for visitors 3.98 0.80 3.80 0.89 3.88 0.91 3.88 0.99 4.00 1.15 0.20 0.94 in Tung Chung Terminal 12.cabin design and seating 5.41 0.50 5.25 0.44 5.27 0.45 5.25 0.46 5.20 0.42 0.91 0.46 13.The number of CCTV & monitoring system 4.27 0.70 4.15 0.81 4.15 0.78 4.13 0.83 4.00 0.82 0.35 0.84 14.services quality after restructure of management 4.55 0.76 4.70 0.86 4.62 0.92 4.63 0.92 4.50 0.97 0.16 0.96 15preventive measures implemented a/f the incident in June07 4.46 0.79 4.40 0.82 4.35 0.85 4.38 0.92 4.40 1.07 0.99 0.98 16. how likely the visitor’ will take cable car again 4.39 0.82 3.75 1.12 3.77 1.31 4.50 0.93 4.30 1.34 2.62 0.04* Note: 1=Not at all concerned to 7=Very concerned or 1=Very unsafe to 7= Very safe or 1=Poor or 7=Excellent *Significant at the 0.05 level.
55 Chapter 5 Conclusions and recommendations 5.1 Conclusion This study was important not only for the assessed visitors’ perception of safety problem of Ngong Ping 360, but also for finding out the importance of safety and security and how it affected decision making of person. The major aimed to find out the perceptional impacts of Ngong Ping incidents. As the previous literature review demonstrated perception of safety and security associated with international tourism, it has been identified as one major factors affected tourist’ choice of destination and travel mode (Sonmez and Graefe 1998).Since most research focused on perception of crime and disaster, there was lack of research to indicate the transport safety and how it affected the repeated travel.
First, the study found that visitors had favorable image to Hong Kong and perceived
Hong Kong as a safe place. However, Ngong Ping 360’ incident created certain impacts of visitors’ perception of safety.
Various previous studies were supportive to the findings of this research.
Socio-demographic factors such as gender, nationality, age and so on were indicated to be the influential factors for people’ perception of risk. The findings presented significant difference among gender, age, occupation, travel purpose and nationality.
A number of key findings derived from this study were consistent with other empirical studies. i.e. tourists limit their destinations choice when they felt unsafe; female and the elders tourists are more likely to feel less safe; and tourists were generally concerned about their personal safety.
The research also pointed out that visitors’ perception of safety and security were
56 mainly affected by their age and vary by country of origin i.e. nationality. The increased in age would affect perceptions of risk. The elders were perceived more risk and more concern on their safety. Meanwhile, the nationality especially American, transportation safety was important in their travel journey.
Besides, the studies also suggested that different gender and occupation generated certain effect on perception of safety. Gender difference has been discussed and studies in many researchers. The results of the survey showed the consistence of previous research. The paper has also highlighted the need for enhancing Ngong Ping
360 services in order to rebuild visitors’ confidence.
In conclusion, safety and security were easily damaged by the distortion of media coverage and destination would probably gain a negative reputation. Additionally, if tourist destinations would like to remain it prosperous, the issue of safety and security of tourists was paramount. Safety and security should not only focus on crime and disaster issue, but also transportation safety due to the increased in mobility within the territory frequented on a daily travel. Above all, a lack of security for visitors affected the two main components of tourism, namely the decision of tourists visit, and the scope of activities that they took part in at the destination.
5.2 Recommendations
According to safety measures guidelines written by World Tourism Organization
(WTO), safety of tourism should be enhanced in tourism planning and promotion.
Tourism planners need to be aware the perception of safety of visitors. Many previous literatures reported crisis management regarded as on-going processes and must be tailed-made plan to solve the problem (Coombs 1999; Health, 1998). On the other
57 hand, Sönmez et al. (1999) suggested that tourist destinations should also incorporate crisis management planning into their overall sustainable development and marketing strategy to protect and rebuild their image of safety/attractiveness, to reassure potential visitors of the safety of the area and to aid local travel and tourism industry members in their economic recovery.
In general, Ngong Ping 360 management and Electrical and Mechanical Services
Department (EMSD) put a lot effort on improving Ngong Ping safety after the incident. They set up recommendations in respect to three scopes: respect of management, operation and maintenance. They also focused more on human resources training, quality management and regular maintenance. For examples, the increase in manpower for daily maintenance works of the cableway and installing an additional new public announcement system at the footbridge of Tung Chung
Terminal. Management has been carried out many measures for improvement so as to rebuild visitors’ confidence.
In addition to enhance Ngong Ping 360 service, the emphasis on rebuilding destination image and perception management is also important. The results suggested that visitors still have unfavorable perception of Ngong Ping 360.The reinforcement of the attractions image is necessary. Management generally should put more efforts on marketing. For examples, scheduling some special events in Ngong Ping Village, organizing positive public relations campaigns to improve public opinion among the media, tourists, and locals, discount tickets price and etc.
Since the incident involved global media coverage, the information it conveyed
58 created a strong negative image among potential tourists. Earlier literature (Crystal
1993; Hall 2002; Barker and Page 2002) reported that media have influence on visitors’ created perception of safety and security. However, media also able to create positive image and up-to date information to public. Therefore, in the interest of the tourism industry and host governments to try to balance the negative images by conveying their own more accurate, less biased, and marketing oriented messages
(Mansfeld and Pizam 2005). The latest information such as upcoming event and safety report should open for public and try make them objective and unbiased as well as update them periodically.
5.3 Limitation of study
This study only provided preliminary investigation for the safety problem of Ngong
Ping 360 and the survey were based on exploratory research. The limitation of this research was that self-administered questionnaires, which employed as the method of data collection. With a self-administered method there was no control over the research setting (Bailey 1978, p. 156) as such reason visitors were left to complete the questionnaire at their own right and will. Furthermore, the questionnaire might have been passed on to a family member who had encountered travel incident of their previous travel experience.
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70 Appendixes
Tourists perceptions about the safety problem Ngong Ping 360 旅客对昂坪 360 的安全性问卷调查
Hello! I＇m a university student studying in Tourism management at the Sheffield Hallam University. Now i'm doing a research about Hong Kong tourists＇ perception about the safety problem of Ngong Ping 360.Please spends a couple of minutes to do the survey. All personal data will be kept confidential. Thank you! 你好，本人是謝菲爾德哈勒姆大學学生，现在正进行一项有关昂坪 360 缆车服务安全性调查，希望 阁下能抽空完成问卷，所得资料绝对保密只作个人分析. 谢谢! Date日期: Case no.:
Section 1: Tourists perceptions of safety problem of Ngong Ping 360 旅客对昂坪 360 安全性的观感 Please circle the most appropriate answer 请圈出最合适答案
1. Are you a tourist? 阁下是否旅客? Yes是 No否( end of questionnaire 结束问卷)
(1= Not at all concerned, 7= Very concerned ) (1=極度不关注,7= 極度关注)
2. Are you concern your personal safety while traveling? 1 2 3 4 5 6 7 阁下出外旅游时对於个人安全有多关注?
3. Are you concern about your personal safety before the cable car incident in 1 2 3 4 5 6 7 June 2007? 自 2007 年 6 月意外前, 对於个人安全关注度
4. Are you concern about your personal safetyafter the cable car incident in 1 2 3 4 5 6 7 June 2007? 自 2007 年 6 月意外后, 对於个人安全的关注度
(1= Very unsafe, 7= Very safe) (1=極度不安全, 7=極度安全)
5. How safe or unsafe do you perceive Hong Kong? 1 2 3 4 5 6 7 你觉得香港有多安全
6. How safe or unsafe do you perceive cable car as a form of transport? 1 2 3 4 5 6 7 你觉得以缆车作为交通工具有多安全
7. What is your feeling while travelling Ngong Ping cable car? 1 2 3 4 5 6 7 乘坐缆车时的感觉
8. Overall perception of safety about Ngong Ping cable car? 1 2 3 4 5 6 7 昂坪缆车整体安全性
71 Section 2: Perceptions of safety of tourists after cable car reopened in December 2007 年意外后的观感 Please circles the most appropriate answers 请圈出最合适答案 What do you think... 你对於缆车… (1= Poor,7= Excellent) (1=恶劣,7= 优良)
9. Traveling time and speed? 1 2 3 4 5 6 7 车程及速度
10. The reliability of cable car? 1 2 3 4 5 6 7 可靠度及稳定性
11. The safety information provides for visitors? 1 2 3 4 5 6 7 安全资讯提供给旅客
12. Public announcement at footbridge of Tung Chung Terminal? 1 2 3 4 5 6 7 缆车站内的安全公布
13. The design and seating of cabin? 1 2 3 4 5 6 7 缆车车身设计及座位编排
14. The number of CCTV and monitoring system? 1 2 3 4 5 6 7 安全监察器的数目及监察系统
15. Services quality after restructure of management & operation and 1 2 3 4 5 6 7 maintenance after the incident in June 2007? 自 2007 年 6 月意外,管理架构重组、运作及维修后,缆车服务质素的改 善
16. Preventive measures implemented? e.g. quality management system(ISO 1 2 3 4 5 6 7 9000) 防止意外发生所执行的措施如使用 ISO9000 服务质素管理系统
(1= Very Unlikely, 7= Very likely) (1= 機會非常低, 7= 機會非常高)
17. How likely will you take the cable car again? 1 2 3 4 5 6 7 你會再次乘搭昂坪缆车的機會有多大?
72 Section 3: Please tick the most appropriate answer 请剔出最合适答案 Demographic information 个人资料 19. Gender 性别 □ Male 男 □ Female 女 20. Age 年龄 □ 18-25 □ 26-35 □ 36-45 □ 46-55 □Above 55 以上 21.Occupation 职业 □ Professional 专业人士 □ Businessman 商人 □Senior official 高级行政人员 □Technician/ Worker 技术人员 □Housewife 家庭主妇 □Retired 退休 □Student 学生 □ Not employed 待业
22. Travel purpose 旅游目的 □ Vacation 度假 □ Business 商务 □ Visit friends or relatives 探亲 □ Religious 宗教
23. What is your nationality? 国藉 □Chinese 中国 □American 美国 □ European 欧洲 □Japanese 日本 □Indian 印度
The End 完 Thank you! 多谢!
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