- Relaxation and Social
When asked if going to places with friends or family was a personal motive for the interviewees to come to Macao, the mean value of selection was 5.44 (standard deviation of 1.58) showing that they agree with this statement, in fact, 32% (16 people) chose strongly agree, showing that most of them (76%, 38 interviewees) came to Macao with someone else. Similar to the above motive, for enhancing their relationship with friends or family yielded 5.46 (standard deviation of 1.446) in mean value of selection, having 30% (15 people) strongly agreeing the statement. 4.98 (standard deviation of 1.532) was the mean value for the motive of sharing the experience gained in Macao after returning home, the majority (36%, 18 people) of the interviewees slightly agreed with this idea, with 14% (7 people) neutral and another 14% expressed agreement to the same statement. As for meeting people, friends or relatives, the mean value was lower, 3.82 (with a standard deviation of 2.047), as the choices vary with peaks at either strongly disagree (24%, 12 interviewees) and neutral to the idea (28%, 14 interviewees), the standard deviation was much higher than in other aspects. A large population of the interviewed tourists showed agreement on coming to Macao to relax, the mean value was 5.94 (standard deviation of 1.058), no one disagreed with the statement and 40% (20 interviewees) strongly agreed with this idea. As for to release pressure from work or study, the mean selection was 5.18 (standard deviation of 1.6) showing the interviewees either slightly agree or agree with this as their personal motive, as shown in the detailed breakdown that 30% (15 interviewees) slightly agreed. Most tourists being interviewed (30%, 15 people) remained neutral to admit that coming to Macao was to escape from daily routine, 28% (14 people) slightly agreed, resulting in a mean value of 5.18 (with standard deviation of 1.539). Being free to act the way they feel was another motive that gained agreements, the mean value was 5.24 (standard deviation of 1.255) with 30% (15) interviewees slightly agreed.
Destination Offering (Pull Motives) in Macao
- Entertainment
Foreign investments have brought to Macao Las Vegas-style casinos, as being asked if to experience such casinos was an attraction for them, most tourists being interviewed (32%, 16 people) slightly agreed, resulting in a mean value of 4.96 (standard deviation of 1.862). For eye-widening through sightseeing in the casinos, close frequencies ranging from neutral, slightly agree, agree and strongly agree (22%, 24%, 20% and 18% respectively) were recorded, along with another small peak (12%) at strongly disagree, leading to a lower mean value of 4.76 (standard deviation of 1.825). For the choices of experience gambling for luck, experience gambling for financial reward and experience gambling for fun and leisure, the mean values were 3.46, 2.58 and 3.44 (with standard deviations of 1.908, 1.808 and 2.002) respectively. Strongly disagree peaked in all three questions (26%, 44% and 28%) shows that the tourists are reluctant to associate themselves with gambling activities, this is in accordance to the findings in the in-depth interview (assignment 2). To seek for amusement or theme parks and to seek night life entertainment obtained mean values of 3.72 (standard deviation of 1.796) and 3.5 (standard deviation of 1.961), the interviewees were evenly distributed in their degree of agreement with the former statement, the majority (22%, 11 interviewees) stayed neutral but that did not exceed other choices far; for the nightlife entertainment, the peak was strongly disagree (28%, 14 people).
- Food and Shopping
In general, the agreement of food and shopping as the interviewee’s motives of coming to Macao was high compared with entertainment. For experiencing variety of exotic food, the mean value of choice reached 5.52 (standard deviation of 1.446), the total percentage of agreement (slightly agree, agree and strongly agree) reached 82% (28%, 22% and 32% respectively), showing the food of Macao is indeed a key attraction of Macao. The degree of agreements for enjoying delicious food as a motive also verifies the above finding, with 76% (28% slightly agree, 12% agree and 36% strongly agree) of interviewees nodded to this idea, demonstrating a mean value of 5.56 (standard deviation of 1.296). On the contrary, enjoying fine dining in luxury restaurants did not receive as much agreement, the mean value was 4.78 (standard deviation of 4.883) even when the majority (22%, 11 interviewees) were neutral to the statement, since a peak (16%, 8 interviewees) occurred at the strongly agree opinion. Seeking for local snacks (including egg tarts, cookies and beef/pork jerky) recorded a mean value of 5.72 (standard deviation of 1.325), with most interviewees (40%, 20 people) strongly agreeing to the idea. Regarding food shopping to bring home as souvenir, agreeing interviewees reached 74% (24% slightly agree, 28% agree, 22% strongly agree), consequently the mean value becomes 5.45 (standard deviation 1.319). However, even with more and more internationally famed brand shops opening one by one in Macao, the reason of shopping (for hand bags, cloths and jewelries) as the motive of coming to Macao only recorded a mean value of 4.32 (with 1.994 in standard deviation) because as many as 34% (17 people) of interviewees remained neutral to the idea, and second peaks occurred to both extremes (14% strongly disagree and 24% strongly agree), showing that shopping is still not a major attraction in general.
- Hospitality and Transportation
Regarding the general service quality the tourists received in Macao, on a rating scale of 0 (worst) to 10 (best), the 50 interviewees gave ranks between 5 to 10, yielding a mean value of 7.0 (standard deviation in 1.471). While for the hospitality of local residents, the interviewees gave a more scattering range from 3 to 10, with the peak occurring at 7 (24%, 12 people), resulting in the mean rate of 7.04 (standard deviation 1.665). To comment on the language ability of Macao residents, the mean score was 6.84 (standard deviation of 1.952), remarkable was the wide range of results obtained, 1 interviewee rated 2 and 5 interviewees rated 10, while most (28%, 14 interviewees) rated 6. As for the street signage, opinion also differed, the rating ranged from 2 (4%) to the peak at 5 (26%) to 10 (2%), yielding a lower mean value of 5.68 (standard deviation of 1.889). With the promotion of the tourism industry, acquiring tourist information became easier, this is reflected in the mean value of 7.28 (standard deviation of 1.715) with 82% of the interviewees choosing rates above 6. As for the public transportation, the only question where both extremes were chosen (2% chose 1, 4% chose 10), 44% of interviewees chose 5 or below, resulting in the mean value of 5.86 (standard deviation 2.109), clearly showing a room of improvement in this area.
Behavioral Consequence
In this section of the questionnaire, interviewees were asked to rate on the scale of 1 (strongly disagree) to 7 (strongly agree) on 5 statements. All statements yielded mean values above 5, showing that generally the interviewed tourists were contented. For the level of satisfaction, the mean value was 5.86 (standard deviation of 0.94), with a total of 96% choosing slightly agree (36%, 18 interviewees), agree (30%, 15 interviewees) and strongly agree (30%, 15 interviewees). Delight level resulted in the same mean value, namely 5.86 (standard deviation 0.881), because 96% agreed with the idea (34% slightly agree, 34% agree and 28% strongly agree). From the value perspective that Macao is worth the cost, 5.24 resulted (standard deviation of 1.061), almost half (48%, 24 interviewees) slightly agreed, with 1 disagreed, 1 slightly disagreed and 7 strongly agreed. On average, 5.62 (standard deviation of 1.176) was the mean value in opinion that they would say positive things of Macao to other people, due to 84% of the interviewees showed agreement (28% slightly agree, agree and strongly agree respectively). When asked whether they have the intention to visit Macao again in the future, the mean value of 6.34 (standard deviation of 0.961) is interpreted as between agree and strongly agree because 62% (31 people) of the interviewees strongly agreed that they do.
Inferential Statistics
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Is travel expenditure likely to be more for those who ranked gambling for financial reward with 5 (slightly agree) or above (to strongly agree) as the pull motives to come to Macao?
From the in-depth interview (assignment 2), it was found that the gambling revenue was the main income for the Macao government, but the Statistics showed only 4% of the visitors coming to Macao for gambling. 8 interviewees admitted that they came for a financial reward from gambling, we would like to find an inter-relationship, if any, between travel expenditure and the gambling for reward motive to see if the gamblers are likely have a higher travel expenditure.
Using one-sample t-test for the relationship yields the following result:
One-Sample Statistics
One-Sample Test
The null hypothesis tests if there is no relationship between them, the test result shows a p value of 0.000 which is smaller than 0.05 (5%), showing a statistical significance that the chance the null being true is 0% (< 0.05), on the other hand, rejecting h0 means rejecting the null hypothesis when the value of t is bigger than 1.96 which here shows t = 12.979, obviously meeting the criterion. As a result, there is indeed a relationship between travel expenditure and the motive of gambling for financial reward. The mean being 4.75 with a standard deviation of 1.035 signifies MOP 2,750 as average travel expenditure for those who gamble for a financial reward (those who ranked 5 or above), therefore there is a confidence of 95% in population whose value will fall between 3.88 to 5.62 which is MOP 1,880 to MOP 3,620.
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Is travel expenditure likely to be less for those who ranked going to places with friends or family with 5 (slightly agree) or above (to strongly agree) as the pull motives to come to Macao?
Following the first proposed inter-relationship, we would like to find if the travel expenditure for those who ranked going to places with friends or family with 5 in rank or above is as high as those whose motive is to gamble for a financial reward.
Using one-sample t-test for the relationship yields the following result:
One-Sample Statistics
One-Sample Test
The null hypothesis tests if there is no relationship between them, the test result shows a p value of 0.000 which is smaller than 0.05 (5%), showing a statistical significance that the chance the null being true is 0% (< 0.05), on the other hand, rejecting h0 means rejecting the null hypothesis when the value of t is bigger than 1.96 which here shows t = 14.302, obviously meeting the criterion. As a result, there is indeed a relationship between travel expenditure and the motive of going to places with friends or family. The mean being 3.53 with a standard deviation of 1.520 signifies MOP 1,530 as average travel expenditure for those who go to places with friends or family (those who ranked 5 or above), therefore there is a confidence of 95% in population whose value will fall between 3.03 to 4.03 which is MOP 1,030 to MOP 2,030.
From the Above two statistics, those who are involved in gambling activities are found to spend more than those who come for other reasons, say visiting for accessing places with friends or family. By filtering, 5 of the 8 interviewees who chose their motive was to gamble for a financial reward were also found to choose going to places with friends or family as another motive, which shows that when asked what their sole purpose was when visiting Macao, they have a choice not to admit gambling was a major reason. This directly results in the low percentage (4%) of visitors who claim their motive of coming to Macao was for the gaming industry while an ever-increasing, large amount of revenue is generated from the industry.
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Is there any gender preference towards the statements related to the entertainment area?
We would like to test if there exists any gender preference in the entries we asked the interviewees in the entertainment items so as to understand the target group for each activity better in order to strengthen the source of each item.
Independent T-test is used for the analysis:
Group Statistics
Independent Samples Test
Through the independent T-test, it is seen that basically all activities are statistically insignificant (6 out of 7, except “Experience gambling for fun and leisure”), which means these 6 activities do not bear preferential selection based on gender. This is due to a p value greater than 0.05 (5%), so null is accepted meaning there is no relationship between the 6 activities in the entertainment area with the gender.
For “Experience gambling for fun and leisure”, the p value is 0.039 which is smaller than 0.05 (5%), therefore it is statistically significant, in other words, the chance of the null being true is 3.9%, which signifies a 95% confidence that male visitors tend to agree with this statement as a true motive more than female visitors. The mean value for male is 3.875 (with a standard deviation of 1.862), while for female it is 2.667 (with a standard deviation of 2.058), from this we can see the fond towards gambling in our interviewee is higher among males than among females, and that the male visitors tend to consider gambling is for fun and leisure more than female visitors.
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Is there any gender oriented opinion towards the statements related to the hospitality and transportation services?
We would like to test if there exists any gender based bias in the entries we asked the interviewees regarding their views on the hospitality and transportation services.
Independent T-test is used for the analysis:
Group Statistics
Independent Samples Test
Through the independent T-test, it is seen that basically all activities are statistically insignificant (5 out of 6, except “Resident’s language ability”), which means these 5 activities do not bear preferential selection based on gender. This is due to a p value greater than 0.05 (5%), so the null is accepted meaning there is no relationship between the 5 activities in the hospitality and transportation area with the gender.
For “Resident’s language ability”, the p value is 0.073 which is between 0.05 to 0.1 (5% - 10%), therefore it is statistically moderate significant, in other words, the chance of the null being true is 7.3%, we can confirmatively comment that gender has a relation in the opinion on “Resident’s language ability” which signifies a 92.7% (100% - 7.35%) confidence that the male visitors tend to agree with this statement is generally lower more than female visitors. The mean value for male is 6.469 (with a standard deviation of 1.778), while for female it is 7.500 (with a standard deviation of 2.121), from this we can see the female visitors are generally satisfied with the Macao resident's language ability, higher than male visitors are, which remains an interesting finding.
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Is there any difference in the view of the “Experience gambling for luck” motive for people of different ages?
Through this test we can explore the leading industry – gaming of Macao to seek more efficient and effective promotional means, which can lead to the development of specific promotional packages for people of different age groups.
One-Way ANOVA is used for the analysis:
Experience gambling for luck
ANOVA
Post Hoc Tests
Multiple Comparisons, Tukey HSD:
The mean difference of "Expereience gambling for luck" between people whose age is below 20 and those whose age is between 21-30 is not significant at all as the p value is 0.744 which means the chance of the null being true is 74.4% (far >5%) so the null is accepted. However, the difference between those whose age is below 20 and those whose age is between 31-40 and 41-50 is moderately significant as the p value is between 0.05 to 0.1 (5% - 10%). Furthermore, it is statistically significant for those whose age is below 20 and those whose age is between 51-60 as the p value is 0.039 which is smaller than 0.05 (5%), therefore the chance of the null being true is 3.9% so the null is rejected. In other words, we cannot determine the difference in degree of agreement between those younger than 20 years old and those who are 21 to 30 years old. After the comparison in the degree of agreement of the interviewees below 20 with those between 31-40 and 41-50 on the motive of coming to Macao to “Experience gambling for luck”, we cannot deny the relationship in their opinions, on the contrary age might even be a factor affecting their opinion. Furthermore, it is confident to emphasise the difference in degree of agreement on “Experience gambling for luck” between visitors younger than 20 and those between 51-60. On average, the interviewees below 20 showed a 1.5 mean value with standard deviation of 1.5 which means the range falls between 0.5 to 2.5 regarding the motive of “Experience gambling for fun”. For those between 31-40, the mean value is 4.33 with a standard deviation of 2.121, having the range between 2.209 to 6.451. For those between 41-50, the average in agreement to the statement is 3.94 with standard deviation of 1.919 which means the range is between 2.021 to 5.859, while for the interviewees between 51-60, their agreement was unexpectedly high, reaching an average of 5.33 with standard deviation of 1.155 which pushes the range to the higher end of 4.175 to 6.485. From this we can see that for visitors, gambling activities are gradually more popular among groups with increasing age, while for younger visitors their main concern is not for gamble, no matter for financial reward or for luck.
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Do the visitors coming to Macao who fall into an older age group usually have higher education?
With this test we can understand more the inter-relationship between the two properties, and look for more tailor-made packages that can fulfill the needs of people having both properties.
Chi Square is used for the analysis:
Chi-Square Tests:
From the results of the Chi-Square tests above we can simply conclude that there is no relationship between the two mentioned properties since the p value is larger than 0.05 (5%), the chance of the null being true is 21.1% and thus it is not statistically significant. The result might even illustrate an opposite to our anticipation that elder interviewees did not receive proper education let alone higher education. The reason might be that the majority of the interviewees were from Mainland China and many of them experienced the cultural revolution in China where many people disregard education, this might lead to the finding that age is not proportional to the level of education.
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Do the visitors who stay in Macao longer have a higher travel expenditure?
Through testing the existence of a relationship between these two properties, Macao Government can consider offering different tourism products to lengthen the stay of the visitors to bring more revenue to Macao.
Chi Square is used for the analysis:
Chi-Square
From the results of the Chi-Square above we can simply conclude that there is no relationship between the two mentioned properties since the p value is larger than 0.05 (5%), the chance of the null being true is 15.8 % and thus it is not statistically significant. The result illustrates that those staying for a shorter time might sometimes even spend more than those staying for a longer time, one reason to point out might be the gamblers, though staying for relatively short period of time in Macao, indeed bear a higher expenditure due to gambling activities.
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Is there a co-relation between the satisfaction level in “I am happy with the experience I have in Macao” and the interviewee’s opinion on the general service quality? If so, to what extent the co-relation exists?
Through testing the mentioned properties, we can see if a higher general service quality will yield a higher satisfaction level in the tourists. If the test result turns out to be significant, we can try to improve service qualities in multiple aspects to enhance the tourist experience which in turns will be promising in a higher overall revenue in the Tourism Industry.
Using correlations:
Null hypothesis tells us that the co-relationship between them is moderately significant because the p value is 0.086 which is between 0.05 and 0.1 (5% to 10%), therefore it is statistically moderately significant. In other words, the chance of the null being true is 8.6%. Their co-relation coefficient of 0.246 is a positive figure, which means they are positively associated, that when the general service quality is high, the satisfaction level of the tourists will also be high. So it is highly suggested that the Macao Government should improve the general service quality of the hospitality area, possibly through providing vocational trainings to the employees in the industry so as to bring satisfying travel experience to the incoming tourists. However, the strength of a monotonic relationship between these two variables is weak.
Reference scale of the strength of a monotonic relationship:
- Perfect: ± 1.0
- Very Strong: > ± 0.8
- Strong: ± 0.61 to 0.8
- Moderate: ± 0.41 to 0.6
- Weak: ± 0.21 to 0.4
- Very Weak: ± 0.11 to 0.2
- None: < 0.1
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Is there a co-relation between the level of agreement in “Going to Macao has been delightful” and the interviewee’s opinion on the Residents’ hospitality? If so, to what extent the co-relation exists?
Through testing the mentioned properties, we can see if a higher residents’ hospitality will yield a delightful Macao trip in the tourists. If the test result turns out to be significant, we can try to promote the importance of the tourism industry and how individual resident’s attitude towards visitors can enhance the tourist experience which in turns will be promising in a higher overall revenue in the Tourism Industry.
Using correlations:
Null hypothesis tells us that the co-relationship between them is significant because the p value is 0.003 which is smaller than 0.05 (5%), therefore it is statistically significant. In other words, the chance of the null being true is 0.3%. Their co-relation coefficient of 0.407 is a positive figure, which means they are positively associated, that when the residents’ hospitality is high, the tourists will have a more delightful tour in Macao. So it is highly suggested that the Macao Government should promote the importance of tourism industry to the residents so they can appreciate and support tourist activities and bring satisfying travel experience to the incoming tourists. And the strength of a monotonic relationship between these two variables is moderate.
Reference scale of the strength of a monotonic relationship:
- Perfect: ± 1.0
- Very Strong: > ± 0.8
- Strong: ± 0.61 to 0.8
- Moderate: ± 0.41 to 0.6
- Weak: ± 0.21 to 0.4
- Very Weak: ± 0.11 to 0.2
- None: < 0.1
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Is there a co-relation between the level of agreement in “Experience East meets West” and the level of agreement in “Experience variety of exotic food”? If so, to what extent the co-relation exists?
Through testing the mentioned variables, we can see if there exists a co-relation between those who came to Macao to experience the mingling of Eastern and Western culture and the variety of exotic food Macao features. If there is a co-relationship that the tourists regard food as one aspect where they can experience different cultures, we can suggest the Macao Government to develop more gourmet packages to include cuisines from nations around the world.
Using correlations:
Null hypothesis tells us that the co-relationship between them is not significant because the p value is 0.716 which is larger than 0.05 (5%), therefore it is statistically insignificant. In other words, there is no co-relationship between the two variables, those who agreed that their motive of coming to Macao was to experience Eastern and Western cultures meet did not simultaneously find the variety of exotic food offered in Macao particularly interesting. Therefore in marketing gourmet packages, cultural difference may not be a good attraction to set as the image of such tours.
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When residents’ hospitality would influence whether going to Macao is delightful or not for the tourists (test 9 above), how is the expected rating in the latter if a tourist ranks the former variable with a “10” (Best)?
It has been found with correlation test that there exists a relationship between the two variables, this test will explore more on their relationship and try to predict the direct opinion in individual experience when the residents’ hospitality is considered the best.
Using linear regression:
Model Summary
ANOVAb
Coefficientsa
By looking at the value of R-square (0.166) in the model summary, we can say that 16.6% of the variation of whether the tour is delightful can be explained by the residents’ hospitality. If we need to predict the scale for the former variable when the latter is at “10” (best), we will use the formula y = a + bx where y is the dependent variable (former) and x is the independent variable (latter). Therefore, the scale of whether a tourist finds Macao a delightful trip = 4.343 + 0.215 x 10 = 6.493. We have 95% confidence interval that the degree of agreement with standard error of estimate is 6.493 ± 1.96 x 0.813 = a range within 4.899 and 8.086.
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When tourists want to release pressure from work / study, do they usually seek night life entertainment in Macao? If so, how is the expected rating in the latter if a tourist ranks the former variable with a “7” (strongly agree)?
It has been found with correlation test that there exists a relationship between the two variables, this test will explore more on their relationship and try to predict the direct opinion in the degree of agreement on night life seeking when the release pressure from work / study is strongly agreed.
Using linear regression:
Model Summary
ANOVAb
Coefficientsa
By looking at the value of R-square (0.076) in the model summary, we can say that 7.6% of the variation of whether a tourist seeks night life can be explained by the motive of releasing pressure from work / study. If we need to predict the scale for the former variable when the latter is at “7” (strongly agree), we will use the formula y = a + bx where y is the dependent variable (former) and x is the independent variable (latter). Therefore, the scale of whether a tourist seeks night life in Macao = 1.744 + 0.339 x 7 = 4.117. We have 95% confidence interval that the degree of agreement with standard error of estimate is 4.117 ± 1.96 x 1.904 = a range within 0.385 and 7.849.
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When tourists want to seek night life entertainment, do they usually have a high travel expenditure in Macao? If so, how is the expected expenditure if a tourist ranks the former variable with a “7” (strongly agree)?
It has been found with correlation test that there exists a relationship between the two variables, this test will explore more on their relationship and try to predict the travel expenditure when a tourist strongly agrees that he / she will seek night life entertainment in Macao.
Using linear regression:
Model Summary
ANOVAb
Coefficientsa
By looking at the value of R-square (0.238) in the model summary, we can say that 23.8% of the variation of a tourist’s travel expenditure can be explained by whether or not he / she seeks nightlife entertainment. If we need to predict the travel expenditure when the a tourist strongly agrees that he / she seeks nightlife entertainment, we will use the formula y = a + bx where y is the travel expenditure and x is the independent variable (degree of agreement on seeking nightlife entertainment or not). Therefore, the travel expenditure of a tourist in Macao = 2.355 + 0.424 x 7 = 5.323. We have 95% confidence interval that the degree of agreement with standard error of estimate is 5.323 ± 1.96 x 1.505 = a range within 2.373 and 8.273 which corresponds to MOP 3,001 – MOP 4,000 within the range of MOP 500 – MOP 1,000 to slightly above MOP 8,000.
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Does a visitor’s number of visits to Macao affect whether they want to visit Macao again in the future? If so, how is the expected scale in whether they want to return if a tourist has already visited Macao 10 times?
It has been found with correlation test that there exists a relationship between the two variables, this test will explore more on their relationship and try to predict the degree of agreement that a tourist wants to visit Macao again in the future given that he / she has already visited Macao 10 times.
Using linear regression:
Model Summary
ANOVAb
Coefficientsa
By looking at the value of R-square (0.137) in the model summary, we can say that 13.7% of the variation of a tourist’s desire to return can be explained by the number of visits he / she already has. If we need to predict the degree of agreement on the wish to return, we will use the formula y = a + bx where y is the former variable and x is the independent variable (number of visits). Therefore, the scale of visit Macao again in the future = 6.023 + 0.052 x 10 = 6.543. We have 95% confidence interval that the degree of agreement with standard error of estimate is 6.543 ± 1.96 x 0.902 = a range within 4.775 and 8.311.
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Does a visitor’s number of visits to Macao affect whether they want to visit Macao’s cultural heritage sites? If so, how is the expected scale in whether they want to visit the sites if a tourist has already visited Macao 10 times?
It has been found with correlation test that there exists a relationship between the two variables, this test will explore more on their relationship and try to predict the degree of agreement that a tourist wants to visit Macao’s cultural heritage sites given that he / she has already visited Macao 10 times.
Using linear regression:
Model Summary
ANOVAb
Coefficientsa
By looking at the value of R-square (0.294) in the model summary, we can say that 29.4% of the variation of a tourist’s desire to visit cultural heritage sites can be explained by the number of visits he / she already has. If we need to predict the degree of agreement on the wish to visit cultural heritage sites, we will use the formula y = a + bx where y is the former variable and x is the independent variable (number of visits). Therefore, the scale of visit cultural heritage sites = 5.598 + (-0.055) x 10 = 5.048. We have 95% confidence interval that the degree of agreement with standard error of estimate is 5.048 ± 1.96 x 1.246 = a range within 2.606 and 7.490.
Recommendations
In the segmentation point of view, the geographic segmentation of Macao tourism industry is Mainland China, Hong Kong, Taiwan China and South-Eastern Asia. The Macao government is suggested to widen this geographic segmentation to include more countries to attract more tourists from different places through promoting Macao in those countries. In demographic segmentation, the Government should try its best to attract more tourists with high income that can potentially increase the total revenue of Macao from the tourism industry. Through developing special interest tourism, more tourists interested at certain tourism offering can be attracted because their characteristics is that they can afford spending more for what attracts them and their education background is higher so the impact and damage they bring will not be as much as mass tourism might bring to the world’s cultural heritage sites in Macao.
According to Butler’s tourism area life cycle, Macao has reached the consolidation stage which means the growth in number of visitors is slowing down, the Government should have a rigid plan on how to sustain the tourism business. If actions are only taken when Macao reaches the decline stage everything will be too late. From the first, second, third and fifth inferential statistical analysis, we can see that Macao is rely too solely on the gaming industry which is not feasible to achieve sustainable tourism at the moment unless diversified products are developed and offered, for example, the MICE tourism, health tourism etc.
From the first and second inferential statistical analysis, we found that those who gamble spend more than other visitors. Macao governments should force all the gaming operators to compulsorily join a responsible gambling programme to educate people that gambling is merely an entertainment but not a method to earn a living to avoid turning people into problem gamblers.
From the ninth inferential statistical analysis, we found that the higher the residents’ hospitality is, the more delightful the tourists tend to be. Macao Government should provide more incentives through education to elevate the standard of residents so they will not choose terminating their education after high school level to pursue a career in the casinos.
The Macao Government should transform Macao into a branded destination, so as to increase the commitment of the tourists to Macao. Through establishment of the brand association in leisure, entertainment and shopping, Macao can become an on-brand image city, that what it promises will be delivered.
Assignment 1: Exploratory Research by Danny Chao et al, 3 Nov 2008.
Assignment 2: Phenomenological Study with in-depth interviews by Danny Chao et al, 24 Nov 2008.
Frédéric Dimanche: Cross-Cultural Tourism Marketing Research: An Assessment and Recommendations for Future Studies, 1994
Assignment 3: Survey research and recommendations by Danny Chao et al, 1 Jan 2009.
