Mainland Chinese Visitors' Perceptions of Macau as a Travel Destination
Loretta Pang1; Rob Law1; Davis Ka Chio Fong2
2019
Source PublicationJOURNAL OF CHINA TOURISM RESEARCH
ABS Journal Level1
ISSN1938-8160
Abstract

Considering Macau’s close ties with China and its advantageous location, the Macau government should strongly promote the diversification of the city’s core gambling industry to ensure its long-term sustainable growth. As the economy and tourism policies adopted by Mainland China change rapidly, predicting the needs of travelers becomes increasingly difficult. To clearly understand this big market, we segmented a sample of Mainland Chinese visitors traveling to Macau according to their perception of Macau as a travel destination and mapped their socio-demographic profiles as well as their preferences. This study provides an insight into the major preferences and perceptions of Mainland Chinese travelers. The findings can thus help the Macau government and relevant tourism stakeholders better understand their inbound travelers.

Results revealed three major dimensions of Mainland Chinese travelers’ perception toward Macau: ‘culture and attraction,’ ‘value for money and convenience,’ and ‘pleasure.’ Four clusters were also defined: ‘relaxation seekers,’ ‘accessibility and convenience seekers,’ ‘value seekers,’ and ‘gambling and entertainment seekers.’ The results reflected that Macau is not only associated with casinos and gambling, but also other components such as the city’s culture and convenience which can contribute to its sustainability.

KeywordMacau Mainland Chinese Travelers Market Segmentation Travelers' Perception Destination Image
DOIhttps://doi.org/10.1080/19388160.2019.1699883
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000501837400001
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Fulltext Access
Citation statistics
Cited Times [WOS]:2   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Faculty of Business Administration
Corresponding AuthorLoretta Pang
Affiliation1.School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong SAR, China
2.International Integrated Resort Management, Faculty of Business Administration, University of Macau, Taipa, Macau SAR, China
Recommended Citation
GB/T 7714
Loretta Pang,Rob Law,Davis Ka Chio Fong. Mainland Chinese Visitors' Perceptions of Macau as a Travel Destination[J]. JOURNAL OF CHINA TOURISM RESEARCH,2019.
APA Loretta Pang,Rob Law,&Davis Ka Chio Fong.(2019).Mainland Chinese Visitors' Perceptions of Macau as a Travel Destination.JOURNAL OF CHINA TOURISM RESEARCH.
MLA Loretta Pang,et al."Mainland Chinese Visitors' Perceptions of Macau as a Travel Destination".JOURNAL OF CHINA TOURISM RESEARCH (2019).
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