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Mainland Chinese Visitors’ Perceptions of Macau as a Travel Destination
Alternative Title中国内地游客对澳门作为旅游目的地之观感
Pang, Loretta1; Law, Rob1; Fong, Davis Ka Chio2
2021-01
Source PublicationJournal of China Tourism Research
ABS Journal Level1
ISSN1938-8160
Volume17Issue:1Pages:33-56
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.

KeywordDestination Image Macau Mainland Chinese Travelers Market Segmentation Travelers’ Perception
DOI10.1080/19388160.2019.1699883
URLView the original
Indexed ByESCI
Language中文Chinese
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000501837400001
Scopus ID2-s2.0-85076443359
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Cited Times [WOS]:4   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionASIA-PACIFIC ACADEMY OF ECONOMICS AND MANAGEMENT
Corresponding AuthorPang, Loretta
Affiliation1.School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong
2.International Integrated Resort Management, Faculty of Business Administration, University of Macau, Taipa, Macao
Recommended Citation
GB/T 7714
Pang, Loretta,Law, Rob,Fong, Davis Ka Chio. Mainland Chinese Visitors’ Perceptions of Macau as a Travel Destination[J]. Journal of China Tourism Research,2021,17(1):33-56.
APA Pang, Loretta,Law, Rob,&Fong, Davis Ka Chio.(2021).Mainland Chinese Visitors’ Perceptions of Macau as a Travel Destination.Journal of China Tourism Research,17(1),33-56.
MLA Pang, Loretta,et al."Mainland Chinese Visitors’ Perceptions of Macau as a Travel Destination".Journal of China Tourism Research 17.1(2021):33-56.
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