To gamble or not? Perceptions of macau among mainland Chinese and Hong Kong visitors

Zhonglu Zeng; Catherine Prentice; Brian Edward King

doi:10.1002/jtr.1902

To gamble or not? Perceptions of macau among mainland Chinese and Hong Kong visitors

Zhonglu Zeng, Catherine Prentice, Brian Edward King

Centre for Gaming and Tourism Studies

Research output: Contribution to journal › Article › peer-review

44 Citations (Scopus)

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.

Original language	English
Pages (from-to)	105-112
Number of pages	8
Journal	International Journal of Tourism Research
Volume	16
Issue number	2
DOIs	https://doi.org/10.1002/jtr.1902
Publication status	Published - 2014

Keywords

Adaptation theory
Casinos
Customer acquisition and retention
Macau
Market segmentation
Visitor profile

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10.1002/jtr.1902

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KW - Market segmentation

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To gamble or not? Perceptions of macau among mainland Chinese and Hong Kong visitors

Abstract

Keywords

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