Benefit segmentation of international travelers to Macau, China

Woo Gon Kim, Yumi Park, Gabriel Gazzoli, Edmund Sheng

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)28-57
Number of pages30
JournalJournal of Quality Assurance in Hospitality and Tourism
Volume12
Issue number1
Early online date6 Feb 2011
DOIs
Publication statusPublished - 2011

Fingerprint

gambling
segmentation
cluster analysis
airport
Travellers
Benefit segmentation
China
Macau
family
Asia
convention
data analysis
border
socioeconomics
Gambling
Cluster analysis

Keywords

  • benefit segmentation
  • cluster analysis
  • destination management
  • Macau

Cite this

Kim, Woo Gon ; Park, Yumi ; Gazzoli, Gabriel ; Sheng, Edmund. / Benefit segmentation of international travelers to Macau, China. In: Journal of Quality Assurance in Hospitality and Tourism. 2011 ; Vol. 12, No. 1. pp. 28-57.
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Benefit segmentation of international travelers to Macau, China. / Kim, Woo Gon; Park, Yumi; Gazzoli, Gabriel; Sheng, Edmund.

In: Journal of Quality Assurance in Hospitality and Tourism, Vol. 12, No. 1, 2011, p. 28-57.

Research output: Contribution to journalArticle

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