TY - JOUR
T1 - Benefit segmentation of international travelers to Macau, China
AU - Kim, Woo Gon
AU - Park, Yumi
AU - Gazzoli, Gabriel
AU - Sheng, Edmund
PY - 2011
Y1 - 2011
N2 - The purpose of this study is threefold: (1) to identify the underlying benefits sought by international visitors to Macau, China, which has emerged as a popular gambling destination in Asia; (2) to segment tourists visiting Macau by employing a cluster analysis based on the benefits sought; and (3) to examine any salient differences between the segment groups with regard to their behavioral characteristics, socio-economic characteristics, and demographic profiles. A convenience sample was used to collect data in the Macau International Airport, in the Macau Ferry Terminal, and at the border gate with Mainland China. A total 1,513 useful surveys were retained for data analysis. Cluster analysis discloses four distinct clusters: "convention and business seekers," "family and vacation seekers," "gambling and shopping seekers," and "multi-purpose seekers." Based on the results of our findings, several managerial implications are discussed.
AB - The purpose of this study is threefold: (1) to identify the underlying benefits sought by international visitors to Macau, China, which has emerged as a popular gambling destination in Asia; (2) to segment tourists visiting Macau by employing a cluster analysis based on the benefits sought; and (3) to examine any salient differences between the segment groups with regard to their behavioral characteristics, socio-economic characteristics, and demographic profiles. A convenience sample was used to collect data in the Macau International Airport, in the Macau Ferry Terminal, and at the border gate with Mainland China. A total 1,513 useful surveys were retained for data analysis. Cluster analysis discloses four distinct clusters: "convention and business seekers," "family and vacation seekers," "gambling and shopping seekers," and "multi-purpose seekers." Based on the results of our findings, several managerial implications are discussed.
KW - benefit segmentation
KW - cluster analysis
KW - destination management
KW - Macau
UR - http://www.scopus.com/inward/record.url?scp=79551695600&partnerID=8YFLogxK
UR - http://www.tandfonline.com/10.1080/1528008X.2011.541813
U2 - 10.1080/1528008X.2011.541813
DO - 10.1080/1528008X.2011.541813
M3 - Article
AN - SCOPUS:79551695600
SN - 1528-008X
VL - 12
SP - 28
EP - 57
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
IS - 1
ER -