Author: Pang, Wai Ling Loretta
Title: Macau as a travel destination : a segmentation approach by greater China visitors' perception and preferences
Degree: DHTM
Year: 2018
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- China -- Macau (Special Administrative Region)
Chinese -- Travel -- China -- Macau (Special Administrative Region)
Department: School of Hotel and Tourism Management
Pages: viii, 154 pages : illustrations
Language: English
Abstract: China has quickly become a major tourist-generating market that draws worldwide attention. Considering Macau's close ties with China and its advantageous location, the Macau government should strongly take part in gaining the revenue from this tourism market. Given Macau's position as a gaming destination and the rapid decline in gaming revenue, it poses a serious threat to the city's tourism and economic development. Hence, it is necessary to examine the tourist needs and promote the diversification of the city's core gambling industry to ensure its long-term sustainable growth. In this regard, understanding how tourists perceive a destination and what types of activities they prefer to participate in during their travel are very important. Despite visitors coming from either Mainland China, Hong Kong and Taiwan are primarily Chinese; counting over 90 percent of the total number of visitors to Macau, perceptions and preferences from those Chinese may have variances because of their subcultures. The study is to investigate the general perceptions of visitors from China towards Macau as a travel destination; to investigate the behavioral differences among visitors coming from Mainland China, Hong Kong and Taiwan on their visits to Macau in order to segment the market; and finally to recommend strategies for Macau to formulate appropriate policies and establish facilities to accommodate the needs of visitors from China based on the segmented markets. Based on 9,827 valid questionnaires, four main dimensions were generated to analyse the Chinese visitors' perception of Macau as a travel destination 1) Culture and Attractions; 2) Accessibility; 3) Gaming and Entertainment and 4) Value for Money. Moreover, four cluster groups were further formed to segment the travelers' market. They were 1) Relaxation Seekers; 2) Convenience and Leisure Seekers; 3) Value Seekers and 4) Variety Seekers. Chi-square tests have performed in order to understand how socio-demographic characteristics are distributed among the clusters and understand the differences of the travel behaviors from different sub-culture groups from Mainland China, Hong Kong and Taiwan; and to test for significance differences. Notwithstanding, this study aims at recommending strategies for Macau to formulate appropriate policies and establish facilities to accommodate the needs of visitors based on the segmented markets. Further implications and suggestions are offered accordingly.
Access: restricted access

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