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

Zhonglu Zeng, Catherine Prentice, Brian Edward Melville King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

44 Citations (Scopus)


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 languageEnglish
Pages (from-to)105-112
Number of pages8
JournalInternational Journal of Tourism Research
Issue number2
Publication statusPublished - 1 Jan 2014
Externally publishedYes


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

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation


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