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Macao or Macau? A case of tourism brand image confusion among Taiwan travellers?
Mccartney Glenn1; Nadkarni Sanjay2; Gartner William3
2006-12-01
Source PublicationEuro Asia Journal of Management
ISSN0872-8496
Volume16Issue:2Pages:107-135
Abstract

The competition to entice potential visitors to a destination or take a particular type of vacation is intense. It has been found that a key determinant on whether a traveller chooses to visit a destination or not is based on brand image perceptions. The issue of image perceptions becomes an increasingly difficult subject with Macao, with attempts to change its negative and entrenched image of being a sole gaming destination in order to widen its tourism segments, such as business tourism. The Macao Government's main tourism development strategies have been the liberalisation of the gaming industry, investment in heritage conservation and the use of a seamless array of yearly events in the hope of enhancing its regional and international reputation. Yet there are several tourism stakeholders in Macao each sending out their own particular messages and with the possibility of destination brand image confusion for Macao. This research examined the image perceptions of the Taiwan traveller of Macao and found that image perceptions still rested on Macao as a gambling city with adult entertainment as well as a transit city. They held low perceptions of Macao as a heritage city or place to have a meeting. These findings have serious implication for repositioning Macao's image in the development strategy of its tourism industry.

Language英语
Fulltext Access
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.University of Macau
2.The Emirates Academy of Hospitality Management
3.University of Minnesota Twin Cities
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Mccartney Glenn,Nadkarni Sanjay,Gartner William. Macao or Macau? A case of tourism brand image confusion among Taiwan travellers?[J]. Euro Asia Journal of Management,2006,16(2):107-135.
APA Mccartney Glenn,Nadkarni Sanjay,&Gartner William.(2006).Macao or Macau? A case of tourism brand image confusion among Taiwan travellers?.Euro Asia Journal of Management,16(2),107-135.
MLA Mccartney Glenn,et al."Macao or Macau? A case of tourism brand image confusion among Taiwan travellers?".Euro Asia Journal of Management 16.2(2006):107-135.
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