A Comparative Study of the Motivations,Activities, Overall Satisfaction,and Post-Trip Behaviors of International Tourists in Macau: Mainland Chinese,Hongkongese, Taiwanese,and Westerners |
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Authors: | Sung Hee Park Choong-Ki Lee Joseph C. Miller |
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Affiliation: | 1. Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macauparksh@must.edu.mo;3. College of Hotel and Tourism, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul, Korea;4. Saunders College of Business, Rochester Institute of Technology, 105 Lomb Memorial Drive, Rochester, NY 14623-5608, USA |
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Abstract: | Cross-cultural differences are a vital issue in international tourism; the success of international tourism marketing strategies depends upon understanding tourists from different cultures and regions. To understand the diverse and lively Macau international tourism market, this study explored the cross-cultural differences in push and pull motivations, participating activities, and overall satisfaction level of traveling to Macau for four international tourist groups: Mainland Chinese, Hongkongese, Taiwanese, and Western. Using exploratory factor analysis, this study identified three push (knowledge and fun, relaxation and escape, and shopping and nightlife) and four pull motivation factors (exciting and relaxing atmosphere, local and cultural resources, gambling and entertainment, and famous destination). The results indicated that significant differences among the four tourist groups were found in the characteristics, motivations, activities, overall satisfaction, and post-trip behaviors. These findings will assist the development of promotional strategies and better communication that acknowledge cultural differences. |
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Keywords: | cross-cultural differences international tourists push and pull motivations overall satisfaction Macau |
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