To Gamble or Not? Perceptions of Macau Among Mainland Chinese and Hong Kong Visitors

Zeng, ZhongLu and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and King, Brian Edward (2014) To Gamble or Not? Perceptions of Macau Among Mainland Chinese and Hong Kong Visitors. International Journal of Tourism Research, 16 (2). pp. 105-112. ISSN 1099-2340


Abstract

Macau's casino sector has been expanding rapidly, particularly targeting mainland Chinese gamblers. The novelty and under-researched nature of this market is a challenge for Macau's casino and destination marketers. This study explores the characteristics of the mainland market and compares this with the second placed and more mature Hong Kong market. The profiling of visitors from Macau's main source markets including demographic, region of origin, trip behaviour and motivation characteristics provides insights into the future success of the destination. Adaption theory is used to explain the implications of differences between Gambling and Non-Gambling visitors from the two source markets.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 Aug 2022 01:11
Last Modified: 11 Aug 2022 01:11
Uncontrolled Keywords: Adaptation theory; Casinos; Customer acquisition and retention; Macau; Market segmentation; Visitor profile
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1002/jtr.1902
URI: http://eprints.usq.edu.au/id/eprint/49898

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