Visitor experience of the Hong Kong trams as an unconventional attraction

The unconventional attractions failed to receive enough attention in academia. Although generally excluded from the tourism authority's highlight attractions, unconventional attractions, such as the Hong Kong trams, are appealing to the inquisitive tourists. Employing a netnography method, this study reveals 6 themes embedded in visitor experience of the Hong Kong trams: entertainment experience, people watching, historical experience, slow tourism, unique mobility, and social interaction. This study further contributes to the literature by introducing a 2-dimension framework that incorporates the above themes. Tourism authorities are suggested reconsidering their marketing priorities to reflect the importance of unconventional attractions.