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Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao
Glenn McCartney1; Jose Ferreira Pinto2
2014-03-05
Source PublicationJournal of Vacation Marketing
ISSN1356-7667
Volume20Issue:3Pages:253-266
Abstract

By 2006, Macao became the global leader in casino tourism, surpassing the Las Vegas Strip in terms of gross gaming revenue primarily driven by Macao being the only place in China where casino gambling is legal. Conspicuous within Macao’s casino marketing strategy has been the investment in celebrity endorsement to lure Chinese visitors to Macao. China has also emerged as one of the world’s largest and increasingly sought-after high-yield travel markets. As competition intensifies for the emerging Chinese travel market globally, understanding the most optimum communication strategy that can be effectively applied to and influence Chinese outbound travelers can give greater direction to destination marketing agencies and National Tourism Authorities. With a focus on the influence of the celebrity endorsement tactic on travel perceptions and decision making, a face-to-face survey was conducted on 305 Chinese visitors to Macao in 2013. The study revealed that perceptions and destination decision making differed among Chinese visitors with regard to age, gender, education, and income range, when using the celebrity endorsement tactic. The findings showed that celebrity endorsement could be used more strategically to influence and target certain Chinese traveler segments, emphasizing the need to carefully assess the usefulness of such a costly tactic within destination promotional campaigns aimed at the Chinese audience.

KeywordCelebrity Endorsement Chinese Outbound Travel Co-branding Destination Selection Social Media
DOIhttps://doi.org/10.1177/1356766714524203
Indexed BySSCI
Language英语
WOS Research AreaBusiness & Economics ; Social Sciences - Other Topics
WOS SubjectBusiness ; Hospitality, Leisure, Sport & Tourism
WOS IDWOS:000209717900005
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Citation statistics
Cited Times [WOS]:9   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorGlenn McCartney
Affiliation1.University of Macau, Macao
2.The Venetian Macao-Resort-Hotel, Macao
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Glenn McCartney,Jose Ferreira Pinto. Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao[J]. Journal of Vacation Marketing,2014,20(3):253-266.
APA Glenn McCartney,&Jose Ferreira Pinto.(2014).Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao.Journal of Vacation Marketing,20(3),253-266.
MLA Glenn McCartney,et al."Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao".Journal of Vacation Marketing 20.3(2014):253-266.
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