Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Faculty of Organisation and Management
BSc (Honours) Hospitality Business Management
Title: Motivational factors for Hong Kong visitors to Macau
Name: Yum Wing Po
Student No: 91203310
Month Year April 2009
Title: Motivational factors for Hong Kong visitors to Macau Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Sheffield Hallam University
Faculty of Organisation and Management
Title: Motivational factors for Hong Kong visitors to Macau
FULL NAME: YUM WING PO
STUDENT No: 91203310
Supervisor: Professor Pine, Ray
In partial fulfilment of the requirements for the degree of Bachelor of Science in Hospitality Business Management.
Month Year April 2009
Title: Motivational factors for Hong Kong visitors to Macau ii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Acknowledgements
This kind of paper for me is first time, so there a lot of things that I have not seen before.
Such as handling a paper which is contain 10000 words with a lot of readings individually,
clear understand how to write a good reference, and the Statistical Package for Social Science
(SPSS) which is for analysis.
Therefore, I would like thanks different persons who give a lot of support and comments for
me. Professor Ray Pine, my supervisor in dissertation. He always gives some clear guidelines
of my work and willing to check with me for each part which his professional comments and
experience. Dr. Connie Mok, she teaches the SPSS for research analysis. Both of them are
very useful in my resources finding, research methodology and analysis the statistics with professional system. And lastly, my family, classmates and friends, they participated in some of my questionnaires and give some valuable opinions and support for me to finish the dissertation.
Title: Motivational factors for Hong Kong visitors to Macau iii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Abstract
The scope of study was to understand different types of tourism and investigate likelihood of various types of motivational, pull and push factors for Hong Kong residents to Macau for traveling. And find out the relationship between those factors and demographic profile.
In this study, 150 of questionnaires were distributed by self-administered through email and face to face distributed. A total number of 129 usable questionnaires were collected, the result lead that the main factors that affect the travel decision for Hong Kong residents to Macau are transportation and a well geographical position between to countries, gambling ordinance, both of the factors are the top three out of eight. And the result shows that the “traditional minds” of Macau for Hong Kong residents are still staying in gambling with new development of hotels and casinos, even The Historic Centre of Macau was established.
At the end, recommendations were made, including more promotion of The Historic Centre of Macau while developments of the hotels and casinos were stopped at the same time and develop another form of tourism, that is an opportunity for more people knows it, and become one of the attractions in the future to motivate more Hong Kong residents to Macau.
On the other hand, expansion of business and exhibition centers is another attraction for businessman and worldwide visitors, and an efficient transportation system for intown will be provided more convenience for visitors which start on 2011.
Title: Motivational factors for Hong Kong visitors to Macau iv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Contents Page Title page i Acknowledge iii Abstract iv Contents v-vii List of tables vii-viii List of figures viii Chapter 1 Introduction 1.1 Aims………………………………………………………………………...1 1.2 Objectives…………………………………………………………………..1 1.3 Background of study………………………………………………………..2 1.4 Brief history of Macau………………………………………………………3 1.5 Macau tourism and Hong Kong tourists…………………………………....4-7
Chapter 2 Literature review 2.1 Definitions of tourism……..……………………………..…………..……..8-9 2.2 Types of tourism…………………………………………………………….9-11 2.3 Motivation…………………………………………………………………..12 2.4 Travel motivation, Push and Pull factors…………………………………...13 2.4.1 Travel motivation……………………………………………………13-16 2.4.2 Push factors………………………………………………………….16-19 2.4.3 Pull factors…………………………………………………………...20-25 2.5 Reasons for travel…………………………………………………………...25-26
Chapter 3 Methodology 3.1 Secondary research………………………………………………………….27-29 3.2 Primary research…………………………………………………………….30-31 3.2.1 Survey instrument……………………………………………………31-32 3.2.2 Sample design and analysis method…………………………………32-34 3.3 Limitations of study…………………………………………………………34-35
Title: Motivational factors for Hong Kong visitors to Macau v Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Chapter 4 Finding and analysis 4.1 Demographic profile of respondents………………………………………..36-40 4.2 Characteristics of respondents………………………………………………41 4.2.1Travel reason of respondents…………………………………………41-42 4.2.2 Most important attractive points for Hong Kong visitors to Macau…42-44 4.2.3 Experience of visiting casino.………………………………………..44-45 4.2.4 Reasons of visiting casino……………………………………………45-46 4.2.5 Preference for main activity for visitors to go to casino……………..46 4.3 Travel pattern of respondents………………………………………………..47-50 4.4 Perception of Macau………………………………………………………...51-53 4.5 Sense of the Historic Centre of Macau……………………………………...54-57 4.6 Visit/ re-visit Macau in the future……………………………………...……57 4.7 Relationship between gender and the activities spending in Macau………..58 4.8 Relationship between demographic profile and reason for visit casino..…...59-62 4.9 Relationship between awareness of The Historic Centre of Macau…………63 and its motivation 4.10 Relationship between monthly income and spending amount………..……64 of respondents
Chapter 5 Conclusions and recommendations 5.1 Conclusions………………………………………………………………….65-66 5.2 Recommendations…………………………………………………………...67-68 References……………………………………………………………………………69-74
Appendices
Appendix 1: Visitor arrivals by place of residence in 2007 and 2008…………..75 Appendix 2: Appendix 2: Macau braces for downturn in inbound travel……….76 after record year Appendix 2.1: Macau draws record 30 million tourists…………………………77 Appendix 3: Macau casino revenue falls for second quarter……………………78 Appendix 4: Macau will build Light Rail Transport and finish on 2011………..79 Appendix 5: Three routes of Light Rail Transport in Macau……………………80 Appendix 6: Questionnaire (Before pilot test)…………………………………..81-85 Appendix 7: Questionnaire……………………………………………………...86-90 Appendix 8.1: Relationship between demographic profile…………….……….91 and reason for visit casino Appendix 8.2: Relationship between occupation, education background……....92 and reason for visit casino Title: Motivational factors for Hong Kong visitors to Macau vi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Appendix 8.3: Relationship between age and reason for visit casino….……...... 93 Appendix 8.4: Relationship between monthly income and reason for…...……..94 visit casino Appendix 8.5 Relationship between monthly income and spending amount…...95 of respondents Appendix 9: Night markets may come to rescue of flagging tourism…………..96
Title: Motivational factors for Hong Kong visitors to Macau vii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
List of tables
Table 1.1: Arrivals of non-resident visitors at national borders, by country of residence
Table 1.2: Visitor arrivals by place of residence
Table 1.3: Top Four Visitor-Generating Markets in Macau
Table 4.1.1a, b: Gender of respondents
Table 4.1.2: Age of respondents
Table 4.1.3a, b: Occupation of respondents
Table 4.1.4a, b: Educational background
Table 4.1.5a, b: Monthly income
Table 4.2.1a, b: Travel reason of respondents
Table 4.2.2a, b: Most important attractive points for Hong Kong visitors to Macau
Table 4.2.3a, b: Respondents visited casino before
Table 4.2.4a, b: Reason of visiting casino
Table 4.2.5a, b: Main activity for visitors to go to casino
Table 4.3.1a, b: Times of travel in 2008- 2009
Table 4.3.2: Length of stay of respondents
Table 4.3.3: Spending amount of respondents
Table 4.3.4a, b: The activities that respondents are spending in Macau
Table 4.4.1: Perception of Macau
Table 4.5.1: Awareness of <
Table 4.5.2a, b: The Historic Centre of Macau can motivate to travel
Table 4.5.3a, b: Visit Macau because of The Historic Centre of Macau
Table 4.6.1a, b: Visit/ re-visit Macau in the future Table 4.7: Relationship between gender and the activities spending in Macau Table 4.8.1: Significant table between demographic profile and reason for visit casino
Table 4.8.2a, b, c: Relationship between gender and reason for visit casino Title: Motivational factors for Hong Kong visitors to Macau viii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Table 4.8.3a, b, c: Relationship between occupation and reason for visit casino
Table 4.8.4a, b, c: Relationship between education background and reason for visit
casino
Table 4.8.5a, b: Relationship between age and reason for visit casino
Table 4.8.6a, b: Relationship between monthly income and reason for visit casino
Table 4.9.1a,b, c: Relationship between awareness of The Historic Centre of Macau and its
motivation
Table 4.10.1a, b, c: Relationship between monthly income and spending amount of respondents
List of figures
Figure 2.4.1: A typology of motivators in tourism
Figure 2.4.2: Maslow’s Hierarchy of Needs
Figure 2.4.3: Escaping and Seeking Dimensions of Leisure Motivation
Figure 2.4.4: The seven tourism motivation
Figure 2.4.5: Major influences on Individual Travel Behavior
Figure 3.1.1: Comparison of image perceptions of Macao
Figure 3.1.2: Comparison of travel motives
Figure 3.2.1: Qualitative versus Quantitative research
Figure 3.2.2: Sample Formula
Figure 3.3.1: Categories and criteria of probability samples
Figure 3.3.2: Categories and criteria if non-probability samples
Title: Motivational factors for Hong Kong visitors to Macau ix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
1. Introduction
In this chapter, it will cover the aim and objective in this research which is discover the motivational factor for Hong Kong visitors to Macau and how to attract them to go.
Furthermore, it will talk about the background of study, history of Macau and Macau tourism and Hong Kong visitors to understand the decision of target respondents and the trend of
Macau tourism.
1.1 Aims
This research is conducted to investigate the motivational factors for Hong Kong visitors to
travel to Macau and to make recommendations on fostering the future development of
Macau’s tourism
1.2 Objectives
The objectives of this research are
to define travel motivation and type of tourism;
to look for how the motivational factors affect tourist’s choices;
to look for the attractions in Macau;
to establish the major reason for visiting Macau, presumably its between going to casinos,
cuisine or historical places sightseeing
Title: Motivational factors for Hong Kong visitors to Macau x Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
1.3 Background of study
Macau was returned and became a part of China in December 1999 from a Portuguese
colony. Most of the building and facilities are featured with Portuguese style in conjunction
with the style of Chinese culture.
Nowadays, Macau is becoming more famous due to the tourist attractions and casinos.
These are the most important economic industrial sectors in Macau, which contributes
highest revenue for government among different industries like garments and textile
(National Archives and Records Administration, 2008). Goeldner and Ritchie (2006: 216)
agree that “gambling or the gaming industry has become a major force in the tourism
industry.” Therefore, tourism is one of the important sources of foreign exchange earning; in
fact, it is a potential way to get the balance payment nationally and it is the reason for
government that supports the tourism development (Oppermann & Chon, 1997).
Also, because of the economic down turn of financial crisis in the end of 2008, Hong Kong residents are less willing to spend too much money on traveling and holiday. The future development of Macau is expected to expand and build more casinos, hotel and other entertainment facilities. As a result, Macau is set to be an ideal place for Hong Kong residents to travel nearby.
Title: Motivational factors for Hong Kong visitors to Macau xi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
1.4 Brief history of Macau
Macau is situated on a small peninsula at the mouth of Pearl River and near the South China
Sea. In 1557, the Chinese agreed to a settlement with the Portuguese and Macau has become a Portuguese colony in that year.
Macau grew from a fishing village to a modern and famous city with a lot of political changes. Since the Portuguese has taken over, Macau acted as a staging port for Portuguese traders in 1516 and it became the oldest European settlement in the Far East. Despite the fact that Macau was a Portuguese colony, it had its own governor in 1680. Also the Portuguese needed to pay the rent to China until 1849 and was believed that the Portuguese agreed “keep the Macau forever” with the Manchu government. However, in 1979 Portugal and China both were agreed to accept Macau as “a Chinese territory under temporary Portuguese administration” and returning Macau to Chinese sovereignty as a Special Administration
Region (SAR) of China on December 20, 1999(National Archives and Records
Administration, 2008, Turner, 2000).
The area of Macau Special Administration Region is “29.2 sq. km, which connected to
China and southern island of Taipai (6.7 sq. km.), Coloane (7.6 sq. km.) and Co Tai (5.6 sq. km.). The population of Macau in first quarter 2008 is 543,000 and 4.3 percent of the growth rate” (National Archives and Records Administration, 2008).
Title: Motivational factors for Hong Kong visitors to Macau xii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
1.5 Macau tourism and Hong Kong tourists
According to the National Archives and Records Administration (2008: 4) report that one of
the major sources which recent growth of the tourism industry are tourists from Hong Kong.
Also the economy of Macau is based on tourism, including gambling, follow by textile and
garment manufacturing areas. As a result, gambling plays a significant role to attract tourists
to go to Macau. The GDP level (Gross Domestic Product) of gaming industry was 55 % in
2007 which was the highest among other different industry. Sine “the opening of the formerly
monopolized gambling sector in 2002”, this becomes an attractive point for new investment
in hotels, casinos and related facilities (National Archives and Records Administration,
2008).
Winfried (2008) states that 40% of the gambling revenue in Macau had been generated from
the gamblers of Hong Kong. The revenue increased from MOP 13.95 billions to 20.34 billions (up by 46%) in the third quarter of 2007 (MarketWatch, 2007).
In the recent statistics provided by ‘World Tourism Organization and Macau Government
Tourist Office’ as shown in tables 1 and 2. The figures indicate the number of Hong Kong
visitors had increased in 2008 compared with 2002- 2007.
Table 1.1: Arrivals of non-resident visitors at national borders, Title: Motivational factors for Hong Kong visitors to Macau xiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) by country of residence
2002 2003 2004 2005 2006 China Continental 4,240,446 5,742,036 9,529,739 10,462,966 11,985,617 Taiwan (Province of 1,532,929 1,022,830 1,286,949 1,482,483 1,437,824 China) Hong Kong, China 5,101,437 4,623,162 5,051,057 5,614,892 6,940,656 Japan 142,588 85,613 122,184 169,115 220,190 Source: World Tourism Organization, Yearbook of Tourism Statistic, Data 2002-2006
Table 1.2: Visitor arrivals by place of residence Nationality January- % January- % December, 2007 December, 2008 China Continental 14,866,391 55.07 17,500,469 57.98 Hong Kong, China 8,174,064 30.28 8,227,421 27.26 Taiwan, China 1,444,082 5.35 1,322,578 4.38 Japan 299,403 1.11 370,409 1.23 Source: Macau Tourism Office 2009a As above and in appendix 1, the number of Hong Kong visitors to Macau had slightly decreased in 2008 compared to 2007. However Hong Kong is still has the second highest visitors traveling to Macau after China as shown in table 1.3.
From the recent news, it indicated that the number of tourists to Macau in 2008 is more than
30 million and this is a new record for Macau. Furthermore, it proves that Macau is an attractive place for people to choose nearby. (Antunes, 2009, Macau Government Tourist
Office, 2009b) (Appendix 2, 2.1)
Table 1.3. Top Four Visitor by Country-Generating Markets in Macau Title: Motivational factors for Hong Kong visitors to Macau xiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 2007 2008 2007 2008 2007 2008 January-August January-September January- October
China 9,429,541 11,797,357 10,650,872 13,115,883 12,018,193 14,650,492 Continental Hong Kong, 5,387,975 5,434,365 6,098,883 6,094,850 6,792,172 6,795,279 China Taiwan, 950,269 902,958 1,076,543 1,006,436 1,197,651 1,118,728 China Japan 178,244 224,230 207,743 260,422 233,388 291,527 Source: Macau Government Tourist Office 2008a, 2008b, 2008c
The reason of this research is to focus on Hong Kong visitors because the trend was
changing for Macau due the restriction policy on Mainland China people, which
subsequently affected the number of Guangdong residents visit Macau in July 2008.As a
result, it has the geographical advantage between Macau and Hong Kong, which could
provide the most convenience way on transportation.
Macau is located only 64km (40 miles) from Hong Kong, normally just around 45 minutes
from Hong Kong by high-speed jetfoil. This means the ‘Tourism Department of Macau’
would focus on the Hong Kong tourists for the future tourism development.
Like the night market in old districts which was similar to Taiwan, more casino and hotel
development. Even the casino was the major reason for visitors to go, but Macau government
also encouraged that it needs to have another purpose of travel in Macau other than casinos,
such as the development of heritage, cultural tourism and special event. These will be a new
tourism trend in Macau.
Next chapter will cover relevant literature to explain the definition and types of tourism, motivational, pull and push factor and reasons for travel. Then chapter three will cover
Title: Motivational factors for Hong Kong visitors to Macau xv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
research methodology to determine travel pattern and activities of Hong Kong visitors in there. Chapter four will cover the findings after distributed the questionnaire and analysis with Statistical Package for Social Science (SPSS) and the last chapter will cover the recommendation for the future tourism development in Macau and conclusion for the research.
Title: Motivational factors for Hong Kong visitors to Macau xvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
2. Literature Review
To understand motivational factor for Hong Kong visitors, definition of tourism and
motivation must need to know first, that is used to get the idea and concept for the further chapter. In the literature review, there are five chapters which are definition of tourism; type of tourism; motivation; motivational, pull and push factors; and reason for travel to observe
that which factors motivate people to travel.
2.1 Definition of tourism
“There is no doubt that tourism, frequently referred to as ‘the world’s largest industry’, is big
business” and “it is one of the major social and economic phenomena in modern times”
(Sharpley and Telfer, 2002:1, 11). Tourism becomes an important industry in the world. It
generates revenue for the government and enables people to know more culture and life in
other countries. But what is the real meaning of tourism and what does it include?
In fact, there are different ways to define tourism. Firstly, as a clear starting point,
Chambers English dictionary (2002: 21) explains that tourism is “‘the activities of tourists
and those who cater for them’ (emphasis added) immediately reflecting the dichotomy
between tourism as a social activity and tourism as and industry which enables and facilities
participation in that activity.”
Secondly, World Tourism Organization (WTO) (1993), states that the official definition of
tourism is “comprises the activities of persons traveling to and staying in places outside their
usual environment for not more than on consecutive year for leisure, business, and other
purpose.”
Title: Motivational factors for Hong Kong visitors to Macau xvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Finally, tourism can be defined that “it is an activity which involves individuals who travel within their own countries or internationally, and who interact with other people and place”
(Sharlye and Telfer, 2002:22). From the definition above, both of them can reflect the nature of the tourism and include different kind of activities, for example, food and beverage, accommodation, hotels and casinos. These imply that if the country is the destination for tourism then the co-operation with other travel facilities and organization are important.
2.2 Types of tourism
Tourism can be divided into different categories, Harssel (1994) identifies there are ten types of tourism. Nowadays, from the Macau point of view, the main types of tourism are as following:
Nature tourism is the most common type of tourism, that is, the visitor go to travel individually for relaxation, seeks for excitement and sightseeing (Harssel, 1994). For example, theme parks and national parks, The Fisherman’s Wharf and casinos in Macau.
Cultural Tourism focuses on visitor to enjoy the cultural, history and heritage in the traveled countries, such as churches, historical buildings and local cultural festivals (Harssel,
1994).This type of tourism will become more popular in Macau since the 31st designated
World Heritage site in China on 15th July, 2005.
Sport tourism is to “attract the serious sport participant” (Harrsel, 1994). For example, international marathon and grand prix in Macau. The main purpose is for visitors to watch the competition in Macau.
Social tourism- Harrel (1994) mentions that it concentrates on people contact, such as Title: Motivational factors for Hong Kong visitors to Macau xviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
focusing on businesses, visiting friends and relatives. This is because Macau was a
Portuguese colony in the past and there are some Macanese moved to Hong Kong.
Therefore a lot of visitors are likely to return back to Macau for visiting their relatives.
Macau also provides various different places for exhibitions and meetings for business
Furthermore, there are another six types of tourism from Harssel (1994: 129):
Active tourism - “attracts the tourist with a challenge to accomplish a predetermined activity on his vacation. A visitor might set out to learn more about his or her ancestry, improve on a foreign language skill, or explore the geology of a certain area.”
Recreation tourism is different from other types of tourism. It focuses on active way and participation in activities during the vocation, such as learning new skills and camping. This type of tourism is without the element of relaxation (Harssel, 1994).
Specialized tourism - is an unique type of tourism. “A small group of people travel together with purpose and interest particular only to them. Car dealers visiting a manufacturer overseas or a school group on a study tour are example of this type of tourism”
(Harssel, 1994).
Religious tourism - “attracts individuals for whom a destination has spiritual significance.
It manifests itself in pilgrimages to sacred religious sites. Lourdes in France, Rome and Israel are among the world’s major pilgrim destinations” (Harssel, 1994).
Health tourism - attracts people who want to improve the health and physical condition Title: Motivational factors for Hong Kong visitors to Macau xix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
(Harssel, 1994), such as Yoga Retreat from Pure Yoga Hong Kong.
Ethnic tourism -“is characterized by the tourism that returns to the homeland of his or her
ancestors. Often, the serious tourist in search of indigenous cultural traditions among the host
country’s people is also referred to as an ethnic tourist” (Harssel, 1994).
By understanding different types of tourism, this can let people to discover what the
purposes of their travel. Therefore, in next chapter, this will clarify what motivations are in
the tourism industry and how to attract them to go for traveling with different motivational, pull and push factors.
2.3Motivation Title: Motivational factors for Hong Kong visitors to Macau xx Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
With the aim to identify and understand the motivation factors which affect tourists travel to
Macau. Basically, motivation can apply to different criteria, for example, marketing, management and tourism with the overall target of satisfying the needs of customers/consumers, employees, and visitor.
From the management point of view, Robbins and Coulter (2001: 424) explain that
“motivation is the willingness to exert high levels of effort to reach organizational goals,
conditioned by the effort’s ability to satisfy some individual needs.” The needs/ motivators in
Harzherg’s motivation-hygiene theory (2001: 427, cited in Robbins and Coulter) are
achievement, recognition, work itself, responsibility, advancement and growth with the
workplace. This will allow employees within the organization to have better performance and
achieve the organizational goals together.
From the marketing point of view, Armstrong and Kotler (2005:155) explain that “motive
means a need that is sufficiently pressing to direct the person to seek satisfaction of the
need.” Marketing is always concentrated on both tangible (e.g. machine and equipment) and
intangible (service flow, brand name of company) product and attract customers to buy.
Motivation is achieved by understanding the customer’s perception, beliefs and attitudes
toward buying.
Perception is a meaningful pattern by the process of customer’s selection, arrangement, and
information explanation of a product; belief is “a descriptive through that a person holds
about something”; and attitude is the product or idea by positive or negative evaluation,
feeling and trend (Armstrong and Kotler, 2005: 158-159)
2.4 Travel motivation, Push and Pull factors Title: Motivational factors for Hong Kong visitors to Macau xxi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
The travel motivation is important for tourists to choose a place to visit and the “push” dimensions to guide the tourists how to select the type of vocation or destination based on tourist’s origin country (Danns, 1977). Harssel (1994:127) states that “Much of the tourists industry’s marketing activities are based upon the assumption that tourists are attracted to a destination by the particular cultural opportunities or special attributes that it offers.”
Therefore, “pull” dimensions also affect the tourists to go to travel, but this focuses on travel countries (Danns, 1977). Moreover, motivation is another factor that encourages tourists for traveling. All will be explained in the below.
2.4.1 Travel motivation
In tourism industry, motivation means the effectiveness of influencing people go traveling
abroad. Wahab (1975) agrees that travel motivation is foundation and important in tourism
studies and development.
Hudson (1999: 29) defines that “motivate means a need that is sufficiently pressing to direct
the person to seek satisfaction of that need.”
There is a relationship between motivation and the activities when people choice a place for traveling (Moscardo,1996).
Gee et al (1984) mention that the motivations or underlying reasons for traveling are
converted in that they reflect an individual’s needs and wants.
Moreover, Hudson (1999: 7) agrees that “motivation as a major determinant of the tourist’s
behavior” and it is a concept of needs, “needs are seen as the force that arouses motivated
behavior and it is assumed that, to understand human motivation, it is necessary to discover
what needs people have and how they can be fulfilled.” Therefore, understand the needs are
useful to find out some reason that what the reasons for the traveling are. Title: Motivational factors for Hong Kong visitors to Macau xxii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Furthermore, in figure 2.4.1, Swarbrooke and Horner (2007: 54) categorize the motivating factors into six types. The figure explains that the reasons and factors for traveling. As shown below that there is a relationship between visitors’ needs, motivation and their behavior.
Figure 2.4.1: A typology of motivators in tourism
On the other hand, Maslow’s Hierarchy of needs (1943) is a well-known and common to understand the structure of motivation theories even this structure was originally developed in the field of clinical psychology, after that this become widely apply in many areas, such as marketing, management and tourism.
In figure 2.4.2, the five needs of Maslow are physiological needs, safety needs, love (social) needs, esteem needs and needs for self- actualization. (Armstrong and Kotler, 2005: 158;
Title: Motivational factors for Hong Kong visitors to Macau xxiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Pizam and Mansfeld, 1999:8; Robbins and Coulter, 2001:426).
Figure 2.4.2:Maslow’s Hierarchy of Needs
Source: Maslow, 1943.
For example in tourism industry, people seek for physiological needs in generally, like
relaxation, happy. If tourists would like to reach the highest level of needs (self-actualization), then the lower level of needs (physiological) must be satisfied first. So that is meant that a physiological need is the easiest way to achieve. On the other hand, Maslow also argues that if none of the needs were satisfied, then the lowest needs (physiological) would control the behavior. If the needs were satisfied, people would no longer motivate and they would move up to the higher unsatisfied needs.
By the way, McIntosh and Goeldner (1984) also categorize travel motivation into four types:
Physical Motivators- This is related to health directly, such as “physical rest, sports participation, beach recreation and relaxing entertainment” (McIntosh and Goeldner, 1984).
And they say that this is a common characteristic, which is reduced the stress from different activities.
Interpersonal Motivator- is relationship and interaction between people. For example, visit friends or relatives, escape from routine or willing to meet new people. (McIntosh and Title: Motivational factors for Hong Kong visitors to Macau xxiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Goeldner, 1984).
Status and Prestige Motivators- involve in individual needs and growth, which is the travel related to study abroad, education, business meetings and conventions. This type of motivators seeks for recognition, appreciation, knowledge and good reputation through the travel (McIntosh and Goeldner, 1984).
2.4.2 Push factors
Normally, push factors is related to origin countries which can explain and stimulate people
to go traveling, such as the economic, lifestyle and geography factors. Harssel (1994:124)
explains that “the “push” factors for a vacation emanate exclusively from within visitors.
“ Weaver and Lawton (2006: 69-81) state that the push factors are included the following points:
Economic factor – this is the most important factor of tourism growth. “The distribution and volume of tourism increase as a society becomes more economically developed and greater discretionary household income subsequently becomes more available.”(Weaver and Lawton,
2006:69). The meaning of household income is the money minus the amount of basic needs, like food, clothing transportation and housing.
The changing of economic will affect the spending power and choice of destination of the visitors. For example, after the financial crisis started from United States of America in
September 2008, many companies in different industrial areas were dismissed and bankrupt.
People are not willing to pay too much for traveling and having to reconsider on making holiday plans. This may have indirectly impacted the revenue of casinos in Macau as it had dropped for the second quarter according to South China Morning Post on 20 October 2008. Title: Motivational factors for Hong Kong visitors to Macau xxv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
This also reflects the amounts on entertainment are decreased. (Appendix 2)
Social factor- “The major social trends that have influenced participation in tourism are the increase in discretionary time which is changing distribution and shifts in the way that society perceives this use of time” (Weaver and Lawton, 2006: 72). The decreases of the working hours also encourage people to spend more time on leisure activities and the time arrangement is also significant for tourism. Moreover, changing attitudes affect in tourism.
People need time to relax between the working and enjoying life, such as going on holiday.
Historically, the purpose go to Macau is for gambling however it may change to the attraction of cultural and special event although gambling still is the main reason to go at the moment.
Demographic factor- relates to family size, increased life expectancy of a population.
“Family size is affecting the budget for the travel and decides the destination. Because of the costs of raising children, small family size is equated with increased discretionary time and household income.” (Weaver and Lawton, 2006: 75). If the family size is small, the family can pay more and willing to go travel compared with large family size. So Macau can be a choice for family for short vacation. The life expectancy of the population is getting higher, this will change the lifestyle. For example, youngsters will pursuit excitement and old people will pursuit relaxation and enjoy their life.
Sometimes, life expectancies are affected by technology. (Weaver and Lawton, 2006: 78)
“Increased life expectancies have resulted from the technological advances of the industrial and postindustrial eras.” Therefore, tourists will change the method of transportation because of the income and expectations are increased, such as wealthy people will take helicopter rather than Turbojet (high-speed jetfoil) to Macau.
Title: Motivational factors for Hong Kong visitors to Macau xxvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Technological factor is “the crucial role of transportation in the diffusion of tourism”
(Weaver and Lawton, 2006: 79). In the modern time, people will take Turbojet to Macau instead of car, bus or train. Also, Computerized Reservation System (CRS) is providing the
flexibility and convenience way for tourists to travel (Weaver and Lawton, 2006: 79) because
people can book the packages through internet and shorten the time of transportation. Most
of the hotels provide information of the hotel facilities and allow visitors to make reservation
online. For example, the website of The Venetian, visitors are not only to book the room
through website, they can also book various concert and sport tickets online such as ZAIA
and Masters Football Cup in December 2008.
Political factor- “Tourism is dependent on the freedom of people to travel both
internationally and domestically” (Weaver and Lawton, 2006: 81), which will affect the
safety of the tourists by government’s laws and regulations. According to the government
ordinance of Macau, gambling is unlawful in Hong Kong, except mark six and horse racing,
but it is protected by government laws in Macau. This is main reason why people like
gaming in Macau casino. McCartney (2006) agrees that the position of Hong Kong can play
a significant role in economics of Macau’s casino industry since the laws are different. In
addition, since the beginning of July 2008, there is a travel restriction for Guangdong. Lau
(2008) reports the application of permit for Guangdong residents was changed from a month
to every two months. This implies if residents want to go Macau again, they need to apply
the travel permit after two months from the last departure date.
At the end, Mannel and Iso-Ahola (1987) state suggest there are two main types of push and
pull factors, which are personal and interpersonal and said that people are motivated to travel
because of leave behind the personal or interpersonal problems of environment and result to Title: Motivational factors for Hong Kong visitors to Macau xxvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) obtain compensating personal or interpersonal rewards. Personal reward like
“self-determination, sense of competence, challenge, learning exploration and relaxation and interpersonal rewards is social interaction” (Mannel and Iso- Ahola, 1987), both are the motivation for traveling.
Figure 2.4.3: The Escaping and Seeking Dimensions of Leisure Motivation Seeking Personal Rewards
Escaping Seeking Interpersonal Interpersonal Environments Rewards
Escaping Personal Environments
Source: Mannel and Iso-Ahola, 1987 (cited on Swarbrooke, J. and Horner, S., 2007:10)
2.4.3 Pull factor
The ‘Pull factor’ means the country of travel which attracts people travel in there. For example, heritage, cultural building and sightseeing points. These will influence the visitors
Title: Motivational factors for Hong Kong visitors to Macau xxviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) to choice the place for travel. Harssel (1994: 124) explains that “the “pull” factor for a vacation are aroused by the destination itself” and it can be explained that why people choose that place for travel.
Weaver and Lawton (2006) state some points in pull factors that visitors are concerned;
‘Geographical’ states the relationship of the traffic flow and the distance between origin country and destination country. Visitors will concern the time and cost of travel. There is a superior advantage for Hong Kong visitors to Macau which is located only 64km (40 miles) from Hong Kong across the mouth of Pearl River, normally its about 45 minutes from Hong
Kong by Turbojet. Visitors can travel by ship from Shan Wan or Tsim Shan Tsui.
Accessibility- the distance between two countries can decrease the affect of accessibility by development of transportation. Nowadays, visitors are willing to take helicopter/ fight rather than ship. Weaver and Lawton (2006: 98) claim that the developments on accessibility depend on the funds availability and physical barriers, such as the building and facilities in destination itself and the co-operation between two countries. The distance between Macau and Hong Kong is only 64km and the transportation is matured, hence Macau becomes a convenience place for Hong Kong visitors.
Availability of attractions- visitors are likely to consider the availability of attractions, that is the place have a lot of features to attract them, such as theme parks, casinos, place of interest, business and individual meeting locations. “It is the most important components of the tourism system, and a major factor around which the development of a destination will depend.” (Gee, Makens & Choy, 1989; Gunn, 1994b; Inskeep, 1991; Goeldner & Ritchie,
2003; Smith R.,1994). Nowadays, there are not only reason for gambling in casinos in Macau, also there are more reasons to visit casinos, these includes “recreation and entertainment, Title: Motivational factors for Hong Kong visitors to Macau xxix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) social reasons, economic factors, curiosity or “must-see” and amenities” Ninemeier and
Perdue (2008: 438, 439).
Furthermore, some special events include concerts, sport events, exhibition and dramas, to provide another type of activities to attract more visitors, for example, the Grad Prix, the drama- ZAIA, firework festival and international marathon.
Cultural links- visitors are attracted to the place by the histories. This can be the culture, building, language, and environment. “It is a powerful “pull” factor in some types of tourism” (Burton, 1995). In Macau, it was a Portuguese colony and now it is a part of China, the buildings and the culture full of Western and Eastern styles, for example temples- A-Ma temple, Na Tcha temple; churches- St. Joseph’s Seminary Building and Church, Ruins St
Paul’s; government building- Moorish Barracks, Civic & Municipal Affairs Bureau; and others like Guia Fortress, Mount Fortress, both of them are famous historical and cultural sightseeing points for Macau residents and visitors (Macau, 2008d). At the same time, on 15
July 2005, The Historic Centre of Macau as a World Heritage site successfully which is included eight squares and 22 historic buildings. This will provide an impression for visitors and attract them travel to Macau.
Availability of services- the services like medical facilities, policing and transportation are important and they are critical for visitors. It is important to make sure that it is safe place to travel and stay therefore it would give confidence for visitors to make use their accommodation, dining facilities and entertainment (Weaver and Lawton, 2006:102). These services can provide a security and convenience for visitors and residents. Transportation such as the project of ‘Light Rail Transport’ is to develop in 2011. (Appendix4, 5)
Title: Motivational factors for Hong Kong visitors to Macau xxx Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Affordability- “All other factors being equal, reductions in cost generate increased tourist traffic to a destination, as demonstrated by the effect of distance on transportation cost.”(Weaver and Lawton, 2006:102). Affordability relates to the exchange rate and cost, because it will affect the spending power of visitors. The government and the retailers of the destination have the flexibility of implementing the price reduction or other incentives to solve this issue for the visitors. There are different special hotels and ship ticket packages provided for Hong Kong visitors various hotels, often the package might benefit from other special offer for example breakfast coupons, discount tickets in sightseeing points and souvenir shops.
Peace, stability and safety- visitors concern about these issue when traveling as the aims of traveling are for happiness, relax in a safety environment. That is why Weaver and Lawtion
(2006:103) say that “the negative effect of wars on tourism.” They also mention that “the tourist market is sensitive to any suggestion of social or political instability within a destination, given the in situ or ‘on site’ nature of consumption inherent to tourism”.
Therefore this will affect visitors’ consumption, experience and the chance for repeated travel in the future. Both Hong Kong and Macau are the SAR in China, which are running one country two systems, this provide a safe place for Hong Kong visitors travel to Macau.
Positive market image- involves the co-operation between its government, tourism organization and the residents. The related organization must ensure that the image can give a positive reputation for visitors in worldwide associated with the factors mentioned above.
This influences the visitors when deciding on holiday destination.
Visitors may decide to go a destination by recommendation from friends, relatives, or magazine/ newspaper review (Weaver and Lawton, 2006:105). Kolb (2006: 9) agrees that
“even if a city is a place worth visiting, tourism will not develop unless this positive image is Title: Motivational factors for Hong Kong visitors to Macau xxxi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
promoted”. The visitors are more likely to travel to a city which has a positive image. This positive image can be achieved by effective promotion. It becomes a free adverting and promotion for the destination by positive reviews and word of mouth from people who have been. Macau builds a positive image through the co-operation with government, tourist office, police and entertainment organizations.
Pro-tourism policies- Weaver and Lawton (2006) state that it is used to make the destination be more assessable and promote a welcoming attitude by local government. Such as tourism- related taxes, duties and other costs incurred by tourists or the tourism industry, in order to support a positive market image for visitors and business persons.
Besides, there are a lot of researchers point out that it has a relationship between motivations and pull / push factors, it is agreed that both of them are pursuit people go to travel.
Crompton(1979: 408-424)agreed with Dann (1977) and identifies “there are nine motives,
seven classified as sociopsychological or push motives and two classified as cultural and pull
motives. For the push motivates include: escape from a perceived mundane environment;
exploration and evaluation of self; relaxation; prestige; regression; enhancement of kinship
relationships; facilitation of social interaction. The two of pull motives were novelty and
education,” it explains that sometimes it is difficult to find out visitors’ push motives and
may not true if the reasons are very specific and familiar (Crompton, 1979).
The seven tourism motivations by Dann (1977: 184-194) are shown in table 2.4.4:
Table 2.4.4: The seven tourism motivation
1 Travel as a response to what is lacking yet desired. We live in an anomic society and this and foster a need in people for social interaction that is missing from the home environment.
Title: Motivational factors for Hong Kong visitors to Macau xxxii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
2 Destination pull in response to motivational push 3 Motivation as a fantasy 4 Motivation as a classified purpose, such as visiting friends and relatives or study 5 Motivational typologies 6 Motivation and tourist experiences 7 Motivation as auto-definition and meaning, suggesting that the way tourists define their situations will provide a greater understanding of tourist motivation that simply observing their behavior
Source: Dann (1977: 184-194)
In figure 4, Mayo and Jarvis (1981) illustrate the internal and social factors will influence travel decision making. As a result, motivation is one of the major factor affect visitors’ behaviors.
Figure 2.4.5: Major influences on Individual Travel Behavior
Source:Mayo and Jarvis, 1981. (cited on Swarbrooke, J. and Horner, S., 2007:22)
Afterward, the main pull and push factors from Macau point of view will be used in the survey to as answers about some motivation questions, such as, political, economic, attraction, accessibility, safety and cultural link.
Title: Motivational factors for Hong Kong visitors to Macau xxxiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
2.5 Reasons for travel
From the above points of pull factor, push factor and motivation, both of them can reflect
that why visitors go to travel, most of the visitors would like visit their friends and relatives,
relaxation, sightseeing of the cultural and heritage. There are many reasons can be discovered
from the factors above and the figure 1 also show some of the reasons clearly.
Harssel (1994) agrees that the reasons for traveling are relaxation for most people. Some
people want to know the lifestyle of people in another country, or they like to attend some sport and special event, such as the firework competition in September and Macau Grad Prix in November in Macau. Weaver and Lawton (2006: 29) mention the reasons for travel are
“leisure and recreation, visiting friends and relatives and business.”
After the theories above, there are a lot of factors that will affect traveling: they are motivation, pull and push factors. All of them have a linkage between the origin country of visitor, personal situation and the travel country. For example, the economic situation and special attractions in destination will affect the choice of destination. All of the points discussed prove that it must have strong co-operation between the governments to attract people to travel.
As a conclude, tourism is including different activities when you traveling and staying outsides and this can spread out different types of tourism. The purposes of travel can be reflected from various motivating, pull and push factors, such as visit friends and relatives,
different attractions and personal needs. In Macau tourism industry, the main types of tourism
are nature, cultural, social and sport tourism. The major factors to attract Hong Kong visitors to go to Macau are because of its geographic position, prices for travel, gambling ordinance Title: Motivational factors for Hong Kong visitors to Macau xxxiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) and historical sites and related sightseeing points.
3. Methodology
The research focuses on the reasons of Hong Kong visitors would like to go Macau for traveling due to different motivation, pull and push factors. The revenue of Macau generated
Title: Motivational factors for Hong Kong visitors to Macau xxxv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) from gambling and tourism industry. After the restriction of Guangdong residents in 2008, the target customers will change to Hong Kong visitors because of the geographical advantage and gambling laws between two countries. Furthermore, to discover that is it possible for Macau to build up an image and tourism for cultural and historical travel instead of gambling or it will have another form of tourism to attract more visitors. By using different methodologies can discover the reasons and factors for Hong Kong visitors to
Macau which are based on the theory in literature review.
3.1 Secondary research
Secondary research is existing information by other researchers before. Nykiel (2007: 29),
McDaniel and Gates (2007: 92) and Armstrong and Kotler (2005: 117) show that secondary data is the information that gathered by other researches and for other purposes. The categories of secondary research can be found in different way, such as statistics in government websites and journals. It is a good starting point that used to develop and support the primary research for new usage. In this research, there are a lots of statistics in Macau
Government Tourist Office are used to define the target respondents focus on Hong Kong residents due to the number of Hong Kong visitors to Macau is the second highest other than mainland Chinese and Guangdong residents. The restriction policy affects the Guangdong residents go to Macau. The statistics are shown in table 1 to 3. On the other hand, the information from newspapers also states the up-to-date information as a support and to understand visitors’ behaviors and what are the factors affect the industry.
On the other hand, based on the journal of McCartney (2008), it gives a clear guideline and support to set the questionnaire that about the perception of Macau. So it is another important secondary research in the dissertation.
In figure 3.1, shows that gambling opportunities, restful place and easy to access are the Title: Motivational factors for Hong Kong visitors to Macau xxxvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) attractive points for Hong Kong residents.
Figure 3.1.1: Comparison of image perceptions of Macao
Source: McCartney (2008: 20)
Moreover, McCartney (2008) also states that there are different travel motives, and the result in figure 3.2 shows that Macau is a place for relax and gambling is the lowest mark item that motive Hong Kong residents to travel.
Figure 3.1.2: Comparison of travel motives
Title: Motivational factors for Hong Kong visitors to Macau xxxvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Source: McCartney (2008: 22)
3.2 Primary research
“Primary research is when the re-searcher actually interfaces with the consumer and seeks answer to specific questions, solicits opinions, or actually observes behavior” (Nykiel,
2007:25).
Title: Motivational factors for Hong Kong visitors to Macau xxxviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
In reality, there are a lot of methods for getting primary data. There are two big types of market research which are qualitative and quantitative research and Nykiel (2007) suggest that there are four methods are included: questionnaires, experiments, observation and surveys generally. In the qualitative research, researchers can use case study, interviews, observation, life history and personal experience as a method, on the other hand, researchers can use questionnaire and experiments as a method on quantitative research, it mainly questionnaire based and statistical (Nield, 2009).
In figure 3.2.1, shows that the different between qualitative and quantitative research, which qualitative research focuses on deeply information from a small group of respondents without using the statistical techniques to get the “words” as a result (Nykiel, 2007) while quantitative focuses on “numbers” and generalizable, “quantifying relationships between variables” (Nykiel, 2007:55, 56).
Figure 3.2.1: Qualitative versus Quantitative Research
Title: Motivational factors for Hong Kong visitors to Macau xxxix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Qualitative research Quantitative research
Types of questions Probing Limited probing Sample size Small Large Amount of information Substantial Varies from each respondent Requirement for Interview with special skills Interview with fewer special skills or no administration interviewer Type of analysis Subjective, interpretive Statistical, summation Hardware Tape recorders, projection devices, Questionnaires, computers, printouts video recorders, pictures, discussion guides Degree of replicability Low High Researcher training Psychology, sociology, social Statistics, decision models, decision psychology, consumer behavior, support system, computer programming, marketing, marketing research marketing, marketing research Type of research Exploratory Descriptive or causal
Source: McDaniel and Gates (2007: 128)
3.2.1 Survey instrument
In this dissertation, descriptive research will be used to gather the primary data other than experimental, quasi-experimental, correlational and casual-comparative research. Descriptive research that the respondents need to answer different questions start with “W” and “H”;
What, Why, When, Where and How (McDaniel and Gates, 2007). This is also the reason to choose a survey using a questionnaire by self-administered and e-mail to get the descriptive and primary data, asking respondents directly to know their preferences, knowledge, concerns attitude, and behavior. And this is the most widely use for researchers to gather primary date (Armstrong and Kotler, 2005).
The advantages by using quantitative research are provided flexibility for researchers,
Title: Motivational factors for Hong Kong visitors to Macau xl Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) because these can get information from different situation and environment. It is easier to understand people’s preferences, and it provides an interaction between interviewers and respondents. Sometimes this method can stimulate thinking of respondents and give deeply explanation if they are facing misunderstanding in the research (Nykiel, 2007). On the other hand, Nykiel (2007: 56) explains that “reliable statistics in quantitative research can determine whether one concept, idea, product, package, and so on.”
But there are some disadvantages by using questionnaire. If the sample size is small, it cannot be an indicator to represent the whole population, and becomes unreliable. Sometimes, respondents will also answer the questions even they do not understand, or they just give some nice answers that interviewers want to have. Or they are unable to do the questionnaire because they do not remember about the things, busy, no time and concern the privacy.
At the end, Nykiel (2007) mentions that quantitative research “is essentially evaluative, not generative.”
3.2.2 Sample design and analysis method
“Sampling is defined as obtaining information from a percentage of the group being studied” (Nykiel, 2007: 28). In the survey questionnaire, Hong Kong residents who have visited Macau from 2008 to 2009 are the sample of this study by asking them questions. And there are 150 questionnaires send out. Nowadays, the total numbers of target respondents in this research are 7 millions of Hong Kong residents minus those who are under 17. And
Nykiel (2007: 62) and McDaniel and Gates (2007: 416) show that there is a formula to determine the sample size in figure 3.2.2.
Title: Motivational factors for Hong Kong visitors to Macau xli Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Figure 3.2.2 Sample formula. Source: Nykiel (2007) and McDaniel and Gates (2007)
There are two parts of questions. The first part consists of sixteen questions; thirteen of
them are used nominal and rating scale; screening question with “yes” or “no” items in the
first one and closed-ended questions. Respondents can choose one answer only in each
question. These questions are about have respondents go to Macau, casinos, the main activity
in the trip, historical site, future visit, the length of stay, times, travel reasons, reasons to
choose Macau last visit and spending amount in the trip. One question consists fifteen items
use Likert scale which asking respondents the feeling of Macau. Two questions use ranking
to define which situations are spending and which factors are feel attractive the most and the least.
The second part of questions is about demographic profile. The questions are gender, age, occupation, educational background and monthly income. The questionnaire also is translated in Chinese version, to ensure all Chinese respondents are understand all questions and provide accurate answers, the questionnaire is shown in appendix 7.
In this research, a pilot test is held to do the questionnaire. The reasons are to avoid some useless items and replace some meaningful and quality one to make sure the accuracy. Nykiel
(2007: 59) also agree that “a pilot study is an exploratory phase that aims to identify and eliminate problem before the full survey is carried out.
Title: Motivational factors for Hong Kong visitors to Macau xlii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
In the pilot test, five persons are joined to do the questionnaire and get the feedback from them (Appendix 6), it discovers that some styles of answer need to change. In question two, the answer of leisure and recreation instead of vocation, due to the reason for visitors are go to entertain in Macau and may not stay overnight, this answer can generalize the reason for travel. Even visitors also have vocation in there. In question sixteen, the question will change to “Will you visit/ re-visit Macau in the future?” because to fit the question one, some visitors have not visited Macau before.
After all surveys will be finished, Statistical Package for Social Science (SPSS) software will be used to analyze actual surveys, and data were analyzed by using frequency distribution, means, standard deviation and percentages. By using the SPSS, it can find out the relationship with different variables. For example in this dissertation, it can discover that are there any relationship between demographic profile and the spending in Macau and to determine whether the relationships are significant between different variables.
3.3 Limitation of study
In the research, because of the size of target respondents are too large. There are seven millions people in Hong Kong. So it is impossible to cover all of them in short period of time, and it must need huge amount of successful questionnaire to analyze, otherwise the result will unreliable and invalidity if the population coverage is too small. In this topic, the target respondents are all Hong Kong residents which are over 18 years old.
Because lack of resources, capital and have limited time only. In the future to redo this research, re-sampling is suggested that to narrow down the target respondents, such as different specific age group or educational background which is belong to stratified sample and there are different sample type are shown in figure 3.3.1 and 3.3.2. Title: Motivational factors for Hong Kong visitors to Macau xliii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Figure 3.3.1: Categories and criteria of probability samples
Source: Nykiel (2007:28)
Figure 3.3.2: Categories and criteria if nonprobability samples
Source: Nykiel (2007: 29)
If more surveys can be done in a group, then the result will be more valid and reliable. And
it is advised to use some open-ended questions, to encourage respondents give more detailed
personalize information and to clarify their feeling and attitude clearly, such as the spending amount in Macau and lengths of stay.
Title: Motivational factors for Hong Kong visitors to Macau xliv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
4. Finding and analysis
In this research, there are 150 questionnaires were distributed and 129 are finished
successfully. The 129 respondents are over 18 years old and have visited Macau experience
before. The contents of this chapter are included the demographic profile of respondents, travel characteristics of respondents, the perception of Macau of respondents, sense of the
Historic Centre of Macau; visit/ re-visit Macau for respondents in the future; relationship
between gender and reason for visit casino; relationship between demographic profile and
attractive point in Macau; relationship between awareness of The Historic Centre of Macau
and its motivation; and relationship between monthly income and spending amount of
respondents.
. 4.1 Demographic profile of respondents The tables below are shown the demographic profile of the respondents:
The reason to show the demographic first is to understand the background of the respondents, and have the concept for the further tables.
Table 4.1.1a: Gender of respondents
Gender
80 70 60 50 40 30 20 10 0 Male Female Gender 56 73
Title: Motivational factors for Hong Kong visitors to Macau xlv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.1.1b: Gender of respondents Frequency Percent Male 56 43.4 Female 73 56.6 Total 129 100 The result of the research finds out that there are 56 respondents are male and 73 respondents are female with 129 successful respondents.
Table 4.1.2: Age of respondents
Age
60
40
20
0 18-25 26-33 34-41 42-49 50-57 58 or
Frequency 51 34 16 18 7 3
The age group in this research is in 18-33 years old, this may because of youngsters would like to fill in questionnaire rather than adults and old people. They may think that the research is none of their business and waste their time to do it.
From the data in table 4.1.3a,b and 4.1.4a,b, the occupation and the educational background can reflect that Hong Kong people are well-educated and the working requirements are higher nowadays. Most of them are in college/ technical institute and university level. And the occupations are focused on students and professionals. The occupations in others are: drivers, retired and insurance agent.
Title: Motivational factors for Hong Kong visitors to Macau xlvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Table 4.1.3a: Occupation of respondents
Occupation professional
white collar/ administrative worker entrepreneur
7% housewife 16% 17% student 3% 14% technician/ worker
12% 3% clerk 8% 20% service worker
others
Table 4.1.3b: Occupation of respondents Frequency Valid Percent professional 22 17.1 white collar/ administrative 18 14.0 worker entrepreneur 4 3.1 housewife 10 7.8 student 27 20.9 technician/ worker 15 11.6 clerk 4 3.1 service worker 20 15.5 others 9 7.0
Total 129 100.0
Title: Motivational factors for Hong Kong visitors to Macau xlvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Table 4.1.4a: Educational background
Educational background
3% 12% primary school 13% secondary school 36% high school college/ technical institute 5% university postgraduate 31%
Table 4.1.4b: Educational background Frequency Valid Percent primary school 15 11.6 secondary school 17 13.2 high school 7 5.4 college/ technical institute 40 31.0 university 46 35.7 postgraduate 4 3.1
Total 129 100.0
Title: Motivational factors for Hong Kong visitors to Macau xlviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.1.5a: Monthly income
Monthly income
5% 7% below $10000 16% 50% $10001- $$15000 $15001- $20000 $20001- $25000 22% above $25001
Table 4.1.5b: Monthly income Frequency Valid Percent
below $10000 63 48.8
$10001- $$15000 29 22.5
$15001- $20000 21 16.3
$20001- $25000 9 7.0
above $25001 7 5.4
Total 129 100.0
Partly because of economic downturn, the monthly incomes for most respondents are below
$10000, even they have high education and related job experience. In this economic situation,
people prefer a stable job and they are not request with a high level of income already. For example, the income level of university students is slightly decreased and between $7000-
$9500 and the median salary are still in $10,000 (Ming Pao Daily, 2009 and Hong Kong
University of Science and Technology, 2009).
Title: Motivational factors for Hong Kong visitors to Macau xlix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.2 Characteristics of respondents After analysis the characteristics of respondents, this will know that which factors can
motivate them to go to Macau for traveling.
4.2.1Travel reason of respondents The statistic in table 4.2.1a,b shows that 86.8% Hong Kong residents visit Macau are because of leisure and recreation, other than that is visiting friends and relatives and business.
This reflects that there are different attractions attract them for traveling in Macau, and they
can get relaxation from there. That mean the most important type of tourism in Macau is
nature tourism, which is seeks for relaxation, sightseeing and entertainment.
And it will have more findings in further tables to show it has a lot of motivational factors
are attract them to go. By the way, this will be a new trend for business and convention in
Macau due to the related facilities is developed for exhibitions and meetings. McCartney
(2008) also agrees that “convention travel to Macao would be a relatively new traveler
market to Macao”.
Table 4.2.1a: Travel reason of respondents
Travel reason
120 100 80 60 40 20 0 leisure and VFR business recreation
Title: Motivational factors for Hong Kong visitors to Macau l Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.2.1b: Travel reason of respondents Frequency Valid Percent leisure and recreation 112 86.8
VFR 9 7.0 business 8 6.2
Total 129 100.0
4.2.2 Most important attractive points for Hong Kong visitors to Macau
Table 4.2.2a: Most important attractive points for Hong Kong visitors to Macau
transportation The most attractive point to Macau close to Hong Kong
affordable 3% 16% 24% historical and cultural 6% links special events and 9% sightseeing points 9% 33% social
gambling ordinance
Title: Motivational factors for Hong Kong visitors to Macau li Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Table 4.2.2b: Most important attractive points for Hong Kong visitors to Macau
Frequency Valid Percent
transportation 31 24.0
close to Hong Kong 42 32.6
affordable 12 9.3
historical and cultural links 12 9.3
special events and 8 6.2 sightseeing points
social 4 3.1
gambling ordinance 20 15.5
safety 0 0
Total 129 100.0
In table 4.2.2a,b that the most attractive point for Hong Kong visitors is the geographical
position is close to Hong Kong. This will provide a convenience way for leisure and
entertainment nearby. The second attractive point is transportation, it is about 45 minutes
from Hong Kong to Macau by Turbojet only, which is easy and fast to access to Macau.
Therefore, the result shows that accessibility and availability of services is important pull
factors for Hong Kong visitors.
And the third one is gambling ordinance, there is surprised that gambling ordinance is not
the first priority for Hong Kong visitors. It may not the first consideration for visitors to
Macau, but it is the main pull factor for them because of the political problem; it is lawful for
gambling in Macau.
On the other hand, there are eight choices for respondents in the questionnaire, but none of them choose the first priority is “safety” in Macau. That mean safety may not an important factor for them when they consider choosing Macau for traveling. Most of the result are
Title: Motivational factors for Hong Kong visitors to Macau lii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
similar with McCartney (2008), which is easy to access for Hong Kong residents. And the
gambling ordinance also is not the first priority for them.
4.2.3: Experience of visiting casinos In table 4.2.3a,b and 4.2.4a,b show that the experience of respondents that visiting casino
and the reason for them to visit casino. The first table indicates that there are 117 respondents
out of 129 are visited casino before.
Table 4.2.3a: Respondents visited casino before
Respondents visited casino before
140 120 100 80 60 40 20 0 yes no
Table 4.2.3b: Respondents visited casino before Frequency Valid Percent
yes 117 90.7
no 12 9.3
Total 129 100.0
Even most of the respondents are visited casino in their trip before, but table 4.2.4 states
that not all of them are for gambling in the casino. The main purpose is curiosity or “must see”, the second purpose is gambling. In Macau, it provides different places for gambling,
but there are some new hotels development before, this will increase the curiosity of Hong
Kong visitors to have a look in there, such as the Venetian, the decoration, entertainment and Title: Motivational factors for Hong Kong visitors to Macau liii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
facilities provided are different with the traditional casinos. Or they would like to have same topic among friends and relatives with the similar experience.
4.2.4 Reason of visiting casino
There are six reasons of visiting casino, in table 4.2.4a shows that how are the frequencies
of different reasons.
Table 4.2.4a: Reason of visiting casino
Reason of visiting casino
3% 3% 32% gambling recreation and entertainment curiosity or "must see" economic factor 47% social 15%
Table 4.2.4b: Reason of visiting casino
Frequency Valid Percent
gambling 38 32.5
recreation and entertainment 17 14.5
curiosity or "must see" 55 47.0
economic factor 3 2.6
social 4 3.4
Total 117 100.0
Despite visiting casino can attract visitors to go, the result shown in table 4.2.5a,b, 60.5% of
respondents say that there is not the main activities for visitors to go to casino. And it is not
the main attraction for them in Macau, even though 90.7% of respondents have visited casino
already. The tables later will be talked about the activities for Hong Kong visitors to Macau.
Title: Motivational factors for Hong Kong visitors to Macau liv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
4.2.5 Preference for main activity for visitors to go to casino Table 4.2.5a: Main activity for visitors to go to casino
Main activity for visitors to go to casino
90 80 70 60 50 40 30 20 10 0 yes no
Table 4.2.5b: Main activity for visitors to go to casino Frequency Valid Percent yes 51 39.5 no 78 60.5
Total 129 100.0
4.3 Travel pattern of respondents Table 4.3.1a: Times of travel in 2008- 2009 Title: Motivational factors for Hong Kong visitors to Macau lv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Times of travel in 2008-2009
60 50 40 30 20 10 0 0 1 2 3 4 more than 4
Table 4.3.1b: Times of travel in 2008- 2009 Frequency Valid Percent
0 19 14.7
1 52 40.3
2 29 22.5
3 11 8.5
4 8 6.2
more than 4 10 7.8
Total 129 100.0
According to 2008- 2009 February, normally, there are 40% of respondents visited travel
for 1 time in that year. The statistic also shows that this may not have a great value for repeated visit within a year. On the other hand, 58.2% of respondents who have visited in
2008-2009 would like to stay in Macau for 1 night only (table 4.3.2). That mean they would like to have a short trip nearby Hong Kong.
Table 4.3.2: Length of stay of respondents
Frequency Valid Percent Title: Motivational factors for Hong Kong visitors to Macau lvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) less than 24hrs 17 15.5
1 night 64 58.2
2 nights 21 19.1
3 nights 7 6.4 more than 4 nights 1 .9
Total 110 100.0
Table 4.3.3: Spending amount of respondents
Frequency Valid Percent less than $2000 86 66.7
$2001- $3000 27 20.9
$3001- $4000 11 8.5
$4001- $5000 1 .8 more than $5001 4 3.1
Total 129 100.0
In table 4.3.3, shows that the average spending for respondents is less than $2000. Because both Hong Kong and Macau are SAR of China and have close geographic position between them. Therefore, from Hong Kong residents’ point of view, many products, such as clothing are similar with Hong Kong, they are willing to spend in their home country rather than
Macau.
Table 4.3.4a: The activities that respondents are spending in Macau
Title: Motivational factors for Hong Kong visitors to Macau lvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
The activities that respondents are spending in Macau
5 4
3 Mean 2 Std. Deviation 1 0
e g ent m n pping seeing cuisin amblin tai sho g business ght si enter
Table 4.3.4b: The activities that respondents are spending in Macau N Minimum Maximum Mean Std. Deviation
cuisine 129 2 5 4.65 .645
entertainment 129 1 5 3.38 .970
shopping 129 1 5 2.99 .824
gambling 129 1 5 3.16 1.326
business 129 1 5 1.23 .871
sightseeing 129 1 5 3.65 1.058
In table 4.3.4a,b, by comparing the mean of six items above, the most spending for
respondents is cuisine, after that are sightseeing, entertainment, gambling, shopping, and the least spending is business. Because Macau is a Portuguese colony before, there are a lot of
restaurants which are full of Portuguese style and different traditional food, many Hong
Kong residents are willing to try, such as handmade coconut ice-cream, Serradura, dried pork
meat, dried beef meat and almond cake. On the other hand, the travel purpose for some
respondents is gambling in Macau, but food and beverages is physiological needs. They must
have spending on food and beverages to fulfill their needs; hunger and thirst.
Title: Motivational factors for Hong Kong visitors to Macau lviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
On the other hand, the smaller number of standard deviation, the larger number of respondents is concentrated to similar value. And it shows that the smallest answer of respondents in cuisine is “2” which is the less spending. As a result, it is a basic need and is a
“must” for respondents. In Macau, there is another alternative way for visitor to have entertainment, like ZAIA and theme park- The Fisherman’s Wharf, which is not only gambling in there.
Title: Motivational factors for Hong Kong visitors to Macau lix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.4 Perception of Macau In this part, there are 15 points need to ask the respondents to understand the perception of
Macau among them. All of the points are generated and compared into mean to investigate which points have high rating and which have not.
Table 4.4.1: Perception of Macau N Minimum Maximum Mean
1)Landmark of gambling 129 1 5 4.29
2)Full of cultural and 129 2 5 3.67 historical buildings
3)New hotels and casinos 129 2 5 4.22
4)Short vacation 129 1 5 3.97
5)Travel with family 129 1 5 3.22
6)Safety and peace 129 1 5 3.20
7)Generated revenue from 129 1 5 3.47 gambling
8)Reasonable price 129 1 5 3.41
9)Casinos and entertainment 129 1 5 4.19
10)Different food 129 2 5 3.98
11)Good transportation 129 1 5 3.06
12)Sport and recreation 129 1 5 2.86 facilities
13)Different museums 129 1 5 3.36
14)Different sceneries 129 1 5 3.40
15)A place must go 129 1 5 2.68
In table 4.4.1, most of the results are more than neutral (marks are more than “3”), except
“sport and recreation facilities” and “a place must go”. The gambling image is covered other
facilities, so visitors may not sure what sport and recreation facilities are provided and they
are not willing to take sports when they go travel, such as Macau. Also, although Macau is a
Title: Motivational factors for Hong Kong visitors to Macau lx Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
place which is attractive, the respondents think that it is not really a place must go. From
their point of view, they may think that go to Macau is just for “gambling” in their mind,
some respondents would not like a place full of this atmosphere.
Because of the long gambling history in Macau, and Hsu (2006:45, 51) also state that
Macau “is an Asia’s casino mecca as Macau is the only area in the whole of China where casino gambling is legally permitted”. Therefore, the ratings which are related with casino are 3.47 to 4.29.
Moreover, compare the result with the previous finding, this also have the similar rating in cuisine, that Macau provides different food in Portuguese, Chinese and Macanese. In the finding of Macau perception, it defines a problem on transportation, and it is the second lowest rating. Nowadays, the Macau public transportation is rely on taxi, buses, and the bus schedules are not stable and it cannot cover a large amount of customers at the same time.
The opinions from respondents show that it is not a very safety place to travel and with family in there. From parents’ point of view, there are not having different games and entertainment for their child under 18 years old, it is so dangerous to leave the child alone with unstable environment in Macau. So they do not have interest to travel in there with whole family. Furthermore, if their children are over 18 years old, they prefer to go travel with friends rather than family. On the other hand, due to the hotel development before, different travel agents and hotel itself also provide different packages which include the ship ticket or drama ticket to attract the visitors to Macau.
Title: Motivational factors for Hong Kong visitors to Macau lxi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
Same as the result with 4.4.2, which is similar with the findings from McCartney (2008),
Macau provide an opportunity for gambling and provide different cuisines and a place for short travel with long history.
In Macau, there are 20 museums, such as wine museum, Macau museum, Maritime museum, Grand Prix museum and Macau museum of art, to provide different experience for visitors to understand the history, special events in Macau. So, it is an attractive place for visitors but not everyone has interest to visit museums even they know many of them in
Macau.
Title: Motivational factors for Hong Kong visitors to Macau lxii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086
Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009)
4.5 Sense of the Historic Centre of Macau
In 15 July 2005, Macau was inscribed on the < List>>. It can define that respondents are not pay a lot of attention on news about Macau and it is lack of promotion in Hong Kong due to Macau supply a valuable place for visitors, but the demand (Hong Kong residents) is not aware of it. Table 4.5.1: Awareness of < Total 129 100.0 Although many respondents do not know The Historic Centre of Macau, more than 75% respondents think that this can motivate people to travel to Macau (table 4.5.2). If this is successful in the future, it will become any other form of tourism in there, and do not rely on gambling. As a result, this will bring advantage for Macau to change the image in visitors’ mind. Title: Motivational factors for Hong Kong visitors to Macau lxiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.5.2a: The Historic Centre of Macau can motivate to travel The Historic Centre of Macau can motivate to travel 120 100 80 60 40 20 0 yes no Table 4.5.2b: The Historic Centre of Macau can motivate to travel Frequency Valid Percent yes 97 75.2 no 32 24.8 Total 129 100.0 However, that positive comment may not increase the travel, but the result shown in table 4.5.3a,b, around 60% respondents will not go to Macau because of the < List>> and The Historic Centre of Macau. Therefore, it may not their first purpose to go Macau for traveling other than cuisine and gambling. Title: Motivational factors for Hong Kong visitors to Macau lxiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.5.3a: Visit Macau because of The Historic Centre of Macau Visit Macau because of The Historic Centre of Macau 80 60 40 20 0 yes no Table 4.5.3b: Visit Macau because of The Historic Centre of Macau Frequency Valid Percent yes 53 41.1 no 76 58.9 Total 129 100.0 Furthermore, table 4.5.4 reflects the respondents’ comment that the historical and cultural tourism will not be the main purpose to go to Macau instead of gambling. The historical and cultural tourism still is a new thing for visitors compare with the long history of gambling in Macau. On the other hand, the buildings, casinos and hotels surrounding in Macau also affect their mind. Kolowski (2005) points out that the Macau Government Tourist Office would like to weaken the image of “Las Vegas of Asia”, then the tourism can rely on its rich history and special events in Macau. However, it can not be successful. McCartney (2008) explains that the main reason is there are a lot of casino and hotel developments in Macau, “the huge amounts invested by the casino industry emphasize the branding strategy that this tourism stakeholder will undertake with The Venetian Macao already using “Macao, Asia’s Las Vegas” as a promotional trademark.” And also reflects that Title: Motivational factors for Hong Kong visitors to Macau lxv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) it is lack of consistency between the gambling industry and Macau Government Tourist Office, this will make the visitors also feel confuse about this. 4.6 Visit/ re-visit Macau in the future In table 4.6.1a,b, more than 98% respondents say that they will visit or re-visit Macau. Generate all the result above, respondents think that the cuisine, transportation, geographic position and gambling ordinance can motivate them to go to Macau for traveling with a reasonable price. Moreover, it also has different new hotels and landmarks for sightseeing. Therefore, it is a place nearby for relaxation and leisure for them, and they are willing to visit or re-visit Macau in the future. Table 4.6.1a: Visit/ re-visit Macau in the future Visit/ re-visit Macau in the future 140 120 100 80 60 40 20 0 yes no Table 4.6.1b: Visit/ re-visit Macau in the future Frequency Valid Percent yes 127 98.4 no 2 1.6 Total 129 100.0 Title: Motivational factors for Hong Kong visitors to Macau lxvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.7 Relationship between gender and the activities spending in Macau Table 4.7 shows that for both male and female respondents, cuisine is the most significant for them, with is have the same result in chapter 4.3.4, which is the main activity for them is cuisine. It also reflects that food and beverage is important for everyone even though there are other attractions in Macau, such as gambling, and sightseeing. Table 4.7: Relationship between gender and the activities spending in Macau Sum of Squares df Mean Square F Sig. cuisine Between Groups 4.903 1 4.903 12.866 .000 Within Groups 48.399 127 .381 Total 53.302 128 entertainment Between Groups 1.429 1 1.429 1.525 .219 Within Groups 118.959 127 .937 Total 120.388 128 shopping Between Groups 2.888 1 2.888 4.360 .039 Within Groups 84.105 127 .662 Total 86.992 128 gambling Between Groups 17.158 1 17.158 10.489 .002 Within Groups 207.742 127 1.636 Total 224.899 128 business Between Groups 1.536 1 1.536 2.043 .155 Within Groups 95.487 127 .752 Total 97.023 128 sightseeing Between Groups 4.903 1 4.903 4.499 .036 Within Groups 138.399 127 1.090 Total 143.302 128 Title: Motivational factors for Hong Kong visitors to Macau lxvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.8 Relationship between demographic profile and reason for visit casino In table 4.7.1 shows that there are significant in gender, occupation and education background with the reason for visit casino by using one-way Anova due the value of them is smaller than 0.05(table 4.8.1). Table 4.8.1: Significant table between demographic profile and reason for visit casino Visit for casino Sig. Comparison items Gender 0.026 Age 0.058 Occupation 0.016 Education background 0.024 Monthly income 0.418 In table 4.8.2a,b and 4.8.2c (shown in appendix 8.1), there are 117 respondents out of 129 have the experience for visit casino in their travel. Most of the answers are similar, but there is a significant relationship between gender and reason for visit casino. From male point of view, the reason for them goes to casino because of gambling while curiosity or “must see” is the reason for female. For male point of view, they will have high pressure because they need to work day by day and earn money to support the family. Sometimes, they will go to Macau for gambling to get the extra bonus and relaxing. They think that they can get fun through the process of gambling in casino. By the way, for female, the mindset is different from the male. The reason for them may just for fun and be the same topic among each others rather than gambling in casino. For example in The Venetian, there are unique decorations, different retail shops and attractive points for visitors to attract them to go there. Even the male also has the curiosity, but which is less than Title: Motivational factors for Hong Kong visitors to Macau lxviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) female. Table 4.8.2a: Relationship between gender and reason for visit casino gender male female Total reasoncasino gambling 25 13 38 recreation and entertainment 8 9 17 curiosity or "must see" 14 41 55 economic factor 1 2 3 social 3 1 4 Total 51 66 117 Table 4.8.2b: Relationship between gender and reason for visit casino ANOVA reasoncasino Sum of Squares df Mean Square F Sig. Between Groups 7.116 1 7.116 5.057 .026 Within Groups 161.807 115 1.407 Total 168.923 116 Title: Motivational factors for Hong Kong visitors to Macau lxix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) And the tables show below that the reason for going to casino is curiosity or “must see” for well- educated respondents, such as professionals and students and for those respondents who are studied in the technical institute, university, even gambling are the answer for small amount of them. It is because they can get different knowledge in studying when they were small, it also reflects that education is important in peoples’ life. Some statistic details are shown in appendix 8.2 Table 4.8.3a: Relationship between occupation and reason for visit casino occupation white collar/ administrative technician/ service professional worker entrepreneur housewife student worker clerk worker others Total gambling 4 7 2 4 3 7 1 5 5 38 recreation and 4 3 0 1 3 1 0 2 3 17 entertainment curiosity or 9 5 1 5 16 4 3 11 1 55 "must see" economic 0 1 0 0 0 1 0 1 0 3 factor social 0 0 0 0 4 0 0 0 0 4 Total 17 16 3 10 26 13 4 19 9 117 Table 4.8.3b: Relationship between occupation and reason for visit casino ANOVA reasoncasino Sum of Squares df Mean Square F Sig. Between Groups 26.277 8 3.285 2.487 .016 Within Groups 142.646 108 1.321 Total 168.923 116 Title: Motivational factors for Hong Kong visitors to Macau lxx Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.8.4a: Relationship between education background and reason for visit casino education college/ primary secondary high technical school school school institute university postgraduate Total Reason gambling 7 8 5 9 9 0 38 casino recreation and 1 3 0 8 5 0 17 entertainment curiosity or "must 7 6 1 16 24 1 55 see" economic factor 0 0 0 2 1 0 3 social 0 0 0 1 3 0 4 Total 15 17 6 36 42 1 117 Table 4.8.4b: Relationship between education background and reason for visit casino ANOVA reasoncasino Sum of Squares df Mean Square F Sig. Between Groups 18.281 5 3.656 2.694 .024 Within Groups 150.642 111 1.357 Total 168.923 116 In appendix 8.1 and 8.3 show that there are not have relationship between the age and monthly income. Therefore, that two factors are not significant with the reason for visit casino due to the value of significant is over 0.05. Title: Motivational factors for Hong Kong visitors to Macau lxxi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.9 Relationship between awareness of The Historic Centre of Macau and its motivation By using SPSS one-way Anova, this can find out the relationship between awareness of The Historic Centre of Macau and its motivation. The result shown in table 4.9.1a,b state that it is significant if respondents aware that The Historic Centre of Macau, it can motivate people to travel in there. It also has the same comments for those who are not aware The Historic Centre of Macau (table 4.9.1c). In positive way, this can give an idea for Macau Government Tourist Office thinks that it has potential to be another form of tourism and attract visitors to Macau. Table 4.9.1a: Relationship between awareness of The Historic Centre of Macau and its motivation 95% Confidence Interval for Mean N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum yes 58 1.14 .348 .046 1.05 1.23 1 2 no 71 1.34 .476 .057 1.23 1.45 1 2 Total 129 1.25 .434 .038 1.17 1.32 1 2 Table 4.9.1b: Relationship between awareness of The Historic Centre of Macau and its motivation Sum of Squares df Mean Square F Sig. Between Groups 1.278 1 1.278 7.125 .009 Within Groups 22.784 127 .179 Total 24.062 128 Table 4.9.1c: Relationship between awareness of The Historic Centre of Macau and its motivation awarenessofworldheritagelist yes no Total historicalcentrecanmotivate yes 50 47 97 no 8 24 32 Total 58 71 129 Title: Motivational factors for Hong Kong visitors to Macau lxxii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 4.10 Relationship between monthly income and spending amount of respondents In table 4.10.1b, shows that it is significant of the relationship between monthly income and the spending amount in Macau. The significant value is 0.000. From table reflects that if there salary are $10000 or below, they will just spend less than $2000 for activities in Macau, such as food and beverages, sightseeing. Even the monthly incomes of respondents are over $10000, it also has the same result on the spending amount, or it might be little bit more. And there are some details are shown in appendix 8.5. Table 4.10.1a: Relationship between monthly income and spending amount of respondents Monthly income $10001- below $10000 $$15000 $15001- $20000 $20001- $25000 above $25001 Total less than $2000 52 15 14 4 1 86 $2001- $3000 9 9 5 2 2 27 $3001- $4000 2 4 0 3 2 11 $4001- $5000 0 0 0 0 1 1 more than $5001 0 1 2 0 1 4 Total 63 29 21 9 7 129 Table 4.10.1b: Relationship between monthly income and spending amount of respondents Sum of Squares df Mean Square F Sig. Between Groups 21.346 4 5.337 7.623 .000 Within Groups 86.809 124 .700 Total 108.155 128 Title: Motivational factors for Hong Kong visitors to Macau lxxiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 5. Conclusions and recommendations 5.1 Conclusions In this study, it shows that the amounts of Hong Kong residents are increased to travel to Macau year by year, while it has a restriction policy for Guangdong residents at the same time. Therefore, the target customers of more new facilities developments are toward to Hong Kong residents. That is also the reason why the research focuses on them. On the other hand, it can define there are different motivational, pull and push factors can attract visitors to Macau, such as political, economic, availability of attraction, cultural links. When visitors decide a place for travel, they would like to discover how the image of that country is, to ensure that it is worth to go. In this study, it was using the questionnaire as a primary method, to understand respondents’ attitudes, preferences and behaviors and finds out the perceptions on Macau for visitors are positive, but they think that Macau is lack of sport and recreation facilities and it is not a place must go really. At the same time, the travel purposes for them are leisure normally which is nature tourism that seeks for relaxation, sightseeing and excitement. At the same time, the ranges of spending amount of respondents are below $3000 normally, which has a balance with the monthly income. The result from the analysis presented that cuisine, entertainment and sightseeing are the main activities for them in Macau and the fourth one is gambling. The geographic position and well transportation are the significant and important motivators for Hong Kong visitors (table 4.2.2), it is because Hong Kong is closed to Macau and need 45 minutes for transportation only. Although visiting historical sites is popular, such as A-Ma Temple, Ruins of St. Paul, the research result reflects that the awareness is not enough for Hong Kong Title: Motivational factors for Hong Kong visitors to Macau lxxiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) visitors compare with the traditional Macau image- gambling, for example, not everyone know The Historic Centre of Macau. Alternatively, there are 90.7% respondents came to casino in their travel experience in Macau. And some of the findings are also similar with McCartney (2008). Moreover, lack of transportation and safety are problems in Macau. For the transportation, it just relies on buses and taxis in there. Fortunately, it will have new light rail transport start on 2011 to solve the problem. On the other hand, safety problem can become a barrier for visitors to choose Macau for traveling because of the rating just in neutral and no one choose that it is an attractive point for Macau. Therefore, it is another factor that the Macau Government needs to improve and design different marketing activities, such as promotion to give confidence and convince visitors to choose Macau for traveling and it is a place must go and give a memorable experience for them by different factors at the same time. Title: Motivational factors for Hong Kong visitors to Macau lxxv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 5.2 Recommendations In the future, there are different casinos, hotels and resorts will be developed in Macau by Sands, Melco, Galaxy Entertainment Group and Lai Sun Group. But after the financial crisis in September, the affect now become critical, because of Sands cannot raise the funds successfully, the developments need to be stopped or delayed (International Business Times, 2008). So, it is a right time for Macau tourist office and government to establish cultural and heritage tourism and different shopping centers, like the night market which is similar with Taiwan (Appendix 8) to push up the spending amount, even gaming is still the major attraction in Macau. But Macau Government Tourist Office must need to do more promotion and some attractive travel packages to get more awareness of The Historic Centre of Macau. It is because the research finds out that there are 45% respondents know that The Historic Centre of Macau was inscribed on the < At the same time, Macau must fully use the existing resources to develop new form of tourism. This will become a strong motivator and a good time to develop cultural tourism and try to show that it is the second or third purpose for Hong Kong residents go to Macau other than cuisine and gambling. And then, Weaver (2008) says that “Mass of integrated resorts to facilitate Macau’s transformation from a gaming city to Asia’s premiere destination for leisure and business travel.” On the other hand, if Macau SAR Government does not want the gambling image become Title: Motivational factors for Hong Kong visitors to Macau lxxvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) stronger, it needs to decrease the new investment of casino in a short period of time. And get more opportunities to establish more venues for different exhibitions and meetings as business purpose which is similar with Hong Kong, such as Asia’s Fashion Jewellery & Accessories Fair and Hong Kong International Fur & Fashion Fair. It is also an advantage for Macau to develop multi- form of tourism if it can get the balance between gambling, cultural tourism and business purpose to change visitors’ traditional mind step by step. References: Title: Motivational factors for Hong Kong visitors to Macau lxxvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Antunes, J. M. C. (2009), director of the Macau Government Tourist Office. Macau braces for downturn in inbound travel after record year, South China Morning Post, 15 January, 2009 (A3) Armstrong, G. and Kotler, P. (2005). Marketing: an introduction. Seventh Edition. New Jersey: Pearson Prentice Hall. Burton, R. (1995). Travel Geography. Second Edition. London: Pitman Chambers English dictionary (2002). Tourism: A Vehicle for Development?. Tourism And Development Concept and Issues. (pp.21). In Sharpley and Telfer (Ed.), England: Channel View Publications. Crompton, J. L. (1979). Why People Go On Pleasure Vacation. Annals of Tourism Research, 6(4), 408-424 Dann, G. (1977) Anomie, Ego-Enhancement and Tourism. Annals of Tourism Research, 4, 184-194 Gee, C.Y., Choy, D.J.L. and Makens, J.C. (1984) The Travel Industry. Westport: AVI. Gee, C., Makens, J. and Choy, D. (1989). The Travel Industry. Six Edition. Melbourne: Van Nostrand Reinhold. Goeldner, C. R. and Ritchie, J. R. Brent (2003). Tourism Principles, Practices, Philosophies. Ninth Edition. Chichester, UK: John Wiley. Goeldner, C. R. and Ritchie, J. R. Brent. (2006). Tourism Principles, Practices, Philosophies. Tenth Edition. New Jersey: John Wiley & Sons Gunn, C. (1994). ‘A Perspective on the Purpose and Nature of Tourism Research Method’. In Ritchie, J. R. Brent & Goeldner, C. R. (Eds). Travel, Tourism, and Hospitality Research: A Handbook for Managers and Researchers. Second Edition. Chichester, UK: John Wiley, pp. 3-11. Harssel, J. v. (1994). – Tourism: An Explorsion.3rd ed., New Jersey: Prentice Hall Career & Technology. Hong Kong University of Science and Technology (2009). Quarterly Full-time Graduate Title: Motivational factors for Hong Kong visitors to Macau lxxviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Jobs Advertised for Various Institutions via “JIJIS”. Hong Kong University of Science and Technology. [online] from World Wide Web: http://media.ust.hk/images/download_area/jijis-dec08_to_feb09.pdf Hudson, S. (1999) Consumer Behavior Related to Tourism. Consumer Behavior in Travel and Tourism (pp.7, 29). In Pizam and Mansfeld (Ed.), New York: The Haworth Hospitality Press Inskeep, E. (1991). Tourism Planning: An Integrated and Sustainable Development Approach. New York: Van Nostrand Reinhold. International Business Times (2008). Las Vegas Sands to fire up to 11,000 Macau workers, 4000 from HongKong. [news online]. International Business Times 14 November 2008. Retrieved 16 March 2009 from World Wide Web on http://www.ibtimes.com.hk/articles/20081114/las-vegas-sands.htm Kolb B. M. (2006). Tourism marketing for Cities and Towns: Using branding to Attract Tourists. [book online]. Oxford: Butterworth Heinemann. Retrieved 13 November 2008 from World Wide Web: http://reader.eblib.com/Reader.aspx?p=269746&o=136&u=hal.8be13d002b4c1400&t=12265 90007&h=e79e13749b814b099b965ff16267ddba56b9ce26&s=5849358&ut=323&pg=1&r=i mg# Kolowski, J. (2005). “2005/06: good news and bad news”, Issues and Trends, 10 (12) Lau, N. (2008). Macau tightens visa rules. The Standard 17 July 2008. [news online]. Retrieved 13 November 2008 from World Wide Web: http://www.thestandard.com.hk/news_detail.asp?we_cat=4&art_id=68737&sid=19784578&c on_type=1&d_str=20080717&fc=7 Macau Government Tourist Office (2008a). Top Ten Visitor-Generating Market [statistic online]. Retrieved 3 November 2008 from World Wide Web: http://corporate.macautourism.gov.mo/files/statistic.php?file_name=08_top10Markets2008_ Aug_1222325976.pdf Macau Government Tourist Office (2008b). Top Ten Visitor-Generating Market [statistic Title: Motivational factors for Hong Kong visitors to Macau lxxix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) online]. Retrieved 3 November 2008 from World Wide Web: http://corporate.macautourism.gov.mo/files/statistic.php?file_name=09_top10Markets2008_S ep_1224647197.pdf Macau Government Tourist Office (2008c). Top Ten Visitor-Generating Market [statistic online].. Retrieved 7 January 2009 from World Wide Web: http://industry.macautourism.gov.mo/files/statistic.php?file_name=10_top10Markets2008_O ct_1227502814.pdf Macau Government Tourist Office (2008d). Discovering Macau.[website online].Retrieved 13 November 2008 from World Wide Web: http://hk.macautourism.gov.mo/en/discovering/sightseeing_detail.php?catid=54 Macau Government Tourist Office (2009a). Macau Tourism Industry Net. [website online] Table 11. Retrieved 7 January, 2009 from World Wide Web: http://industry.macautourism.gov.mo/en/Statistics_and_Studies/list_statistics.php?id=6,30&y ear=2008&page_id=166 Macau Government Tourist Office (2009b). Macau draws record 30 millions tourists. The Standard, 15 January, 2009 (6) Mannel, R. C. and Iso-Ahola, S. E. (1987) Psychological Nature of Leisure and Tourism Experience. Annuals of Tourism Research, 14(3), 314-331 MarketWatch (2007). Macau gaming revenue rises 46%. Casino City Times 22 October 2007 [news online]. Retrieved 30 October 2008 from World Wide Web: http://casinocitytimes.com/news/article.cfm?contentID=169322 Maslow, S. H. (1943). A Theory of Human Motivation. Psychological Review, 50, 370-396 Mayo, E. and Jarvis, L. (1981). The Psychology of Leisure Travel. Boston: CBI Publishing. McCartney, G. (2006). Casino Gambling in Macao: Through Legalization to Liberalization. Casino Industry in Asia Pacific: development, operation, and impact. In Hsu, Cathy H.C. (Ed.), New York: Haworth Press McCartney, G. (2008). “Does one culture all think the same? An investigation of destination Title: Motivational factors for Hong Kong visitors to Macau lxxx Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) image perceptions from several origins.” [online] Journal of Tourism Review, 63 (4), pp.13-24. Article from Emerald Group Publishing Limited. Retrieved 19 February 2009 from World Wide Web: http://www.emeraldinsight.com.vtclib9.vtc.edu.hk:2048/Insight/viewContentItem.do;jsession id=CEBD664B4703EFE0B6A4DDF0F2AF4442?contentType=Article&contentId=1751870 http://www.emeraldinsight.com.vtclib9.vtc.edu.hk:2048/Insight/viewPDF.jsp?contentType=A rticle&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/3690630402.pdf McDaniel, C. and Gates, R. (2007). Marketing Research. 7th ed.. New Jersey: John Wiley & Sons McIntosh, R. and Goeldner, C. (1984). Tourism, Principles, Practices, Philosophies. Columbus, OH: Grid Publishing. Ming Pao Daily(2009). Job opportunities for university students are decreased to HK$7000- $9500 (大學生職位大跌 32%見 07 年以來新低薪酬料 7000 至 9500 元). Ming Pao 29 January 2009 [news online] from World Wide Web: http://hk.news.yahoo.com/article/090128/4/aez9.html Moscardo, G. (1996) Mindful visitors: Heritage and tourism. Annals of Tourism Research 23 (2), 376–397. National Archives and Records Administration (2008). Background Notes on Countries of the World: Macau. [Journal online]. USA: National Archives and Records Administration. Retrieved October 18, 2008 from World Wide Web: http://web.ebscohost.com.vtclib9.vtc.edu.hk:2048/ehost/pdf?vid=3&hid=21&sid=358192b4- 97fa-4b93-80b1-419e4e886a48%40SRCSM2 Nield, K. (2009). Quantitative and Qualitative Research. [lecture]. Held on 2 February 2009, 11:00 am. S006, Hong Kong Institute of Vocational Education (Chai Wan)– SHAPE Ninemeier, J. D. and Perdue, J. (2008). Discovering Hospitality and Tourism: the world greatest industry. Second Edition. New Jersey: Pearson/ Prentice Hall Nykiel, R. A..(2007). Handbook of marketing research methodologies for hospitality and tourism. New York: The Haworth Hospitality & Tourism Press Oppermann, M. and Chon, K. (1997). Tourism in Developing Countries. London: International Thomson Business Press Title: Motivational factors for Hong Kong visitors to Macau lxxxi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Pizam, A. and Mansfeld, Y. (Ed.) (1999). Consumer Behavior in Travel and Tourism, New York: The Haworth Hospitality Press Robbins, S. P. and Coulter, M. (2001). Management. Seventh Edition, New Jersey: Prentice Hall Sharpley, R. and Telfer, D. (Ed.) (2002). Tourism and Development Concept and Issues. England: Channel View Publications. Smith, R. (1994). ‘Scotland’s Newest Visitor Attractions’. In Seaton, A. V. (Ed.). Tourism: The State of the Art. New York: John Wiley, pp. 510-16. Swarbrooke, J. and Horner, S. (2007). Consumer behavior in tourism. Second Edition, Oxford: Butterworth Heinemann Turner, B (2000). The world today: Essential facts in an ever changing world 2000.. London: Macmillan Reference Limited (Macau History) Wahab, S.E. (1975) Tourism Management. London: Tourism International Press. Weaver, D. and Lawton, L. (2006), Tourism Management. Third Edition, Australia: John Wiley & Sons Australia, Ltd. Weaver, S. (2008)– Asian region president of Las Vegas Sands. Troubled casino operator suspends development projects. South China Morning Post 14 November 2008. (A1) Winfried, E. B.. (2008). Macau casinos hitting HK racing revenue. RTHK online news. 08 January 2008. [news online]. Retrieved 30 October 2008 from World Wide Web: http://www.rthk.org.hk/rthk/news/englishnews/news.htm?englishnews&20080108&56&4594 81 World Tourism Organization (WTO) (1993). Tourism in Perspective. Tourism Principles, Practices, Philosophies.10th ed. (pp.7). In Goeldner, Charles R. and Ritchie, J. R. Brent. New Jersey: John Wiley & Sons. World Tourism Organization (WTO) (2000). Yearbook of tourism statistics. 2000 Edition. Madrid: World Tourism Organization. Title: Motivational factors for Hong Kong visitors to Macau lxxxii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Appendix 1: Visitor arrivals by place of residence in 2007 and 2008 Title: Motivational factors for Hong Kong visitors to Macau lxxxiii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Appendix 2: Macau braces for downturn in inbound travel after record year Title: Motivational factors for Hong Kong visitors to Macau lxxxiv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) South China Morning Post on 15th January, 2009 (A3) Appendix 2.1: Macau draws record 30 million tourists Title: Motivational factors for Hong Kong visitors to Macau lxxxv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) The Standard on 15th January, 2009 Appendix 3: Macau casino revenue falls for second quarter Title: Motivational factors for Hong Kong visitors to Macau lxxxvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) South China Morning Post on 20th October, 2008 (B2) Appendix 4: Macau will build Light Rail Transport and finish on 2011 Title: Motivational factors for Hong Kong visitors to Macau lxxxvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Headline Daily on 31st October, 2008 (P.24) Content of the news: To be stronger of the Macau transportation, the Macau Government will start to establish Light Rail Transport and operate in 2011. The distance of railway in first phrase is 20km and there are 23 stations from Border Gate to Taipa to improve the traffic jam. Appendix 5: Three routes of Light Rail Transport in Macau Title: Motivational factors for Hong Kong visitors to Macau lxxxviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Apple daily on 20th October, 2006 http://appledaily.atnext.com/template/apple/art_main.cfm?iss_id=20061020&sec_id=4104&s ubsec_id=11867&art_id=6425253 Macau Peninsula line: 10 stations: included Border Gate, Inner Harbour, Centro, Zape, Pearl recover region Distance: 10 km Time: 18 minutes Macau and Taipa line: Around 14 stations: connection between Macau Peninsula and Taipa Distance: 14 km Time: 23 minutes Airport line: Four stations: included Taipa centre, airport, Taipi Temporary Ferry Terminal Distance: 3 km Time: 5 minutes Source: Macau SAR Government (2006) Appendix 6: Questionnaire (Before pilot test) Title: Motivational factors for Hong Kong visitors to Macau lxxxix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 本人就讀英國謝菲爾德哈蘭大學款接商務管理課程, 現正進行一項學術研究. 是次研究有關香港旅客對 澳門作為旅遊目的地的意見. 誠邀閣下協助完成以下問卷調查, 需時大約五分鐘. 所有個人資料將會保 密並只供是次研究之用. 謝謝! 本問卷只適合十八歲以上人士. I am the student of the course “Hospitality Business Management” at Sheffield Hallam University in United Kingdom. I am going to conduct a survey about visitors to Macau. It will take about five minutes. All personal data will be kept confidential. Thank you! (請於適當的空加上) (Please the appropriate box) 第一部份: Part 1: 1, 請問閣下是否年滿 18 歲或以上? Are you over 18 years old? 是 Yes□ 否 No□(如否, 謝謝你的幫忙) (if no, thank you for your help) 2, 請問閣下曾否到訪過澳門? Have your even visited Macau before? 有 Yes□ 否 No□(如否, 謝謝你的幫忙) (if no, thank you for your help) 3, 閣下到訪澳門的原因是: 請選一個答案. What was the reason of the visit? Please choose ONE answer. 渡假 Vacation□ 商務 Business□ 探親 Visiting friends and relatives□ 其他 Others□ 4, 澳門有哪些方面可以吸引你? 請評分: (1-最吸引, 8-最不吸引, 請順次序排列) What are the factors attracting you to visit Macau? Please rank: (1- the most attractive, 8- least attractive) 交通方便 Convenience transportation□ 快捷到達 Easy and fast to go □ 鄰近香港 Near Hong Kong□ 賭博 Gambling□ 容易負擔 Affordable□ 安全 Safety□ 充滿歷史文化遺跡 Full of historical and cultural links □ 交際 Social □ 不同的特別盛事地標及景點 Different special events and sightseeing points □ 5, 閣下是否曾經到賭場參觀? Title: Motivational factors for Hong Kong visitors to Macau xc Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Have you ever visited casino before? 有 Yes□… (請到第四題) (Please go to question 6) 沒有 No□…(請到第五題) (Please go to question 7) 6, 閣下進入賭場的主要原因是: 請選擇一個答案. What is your main reason to enter the casino: Please choose ONE answer. 賭博 Gambling □ 交際 Social □ 娛樂(餐廳, 商店) Recreation and entertainment (Restaurants and retail shops) □ 好奇心或一定要看 Curiosity or “must see” □ 休閒設施(美容中心及髮廊) Amenities ( Beauty parlors and hair salon) □ 經濟因素(特惠房間及飲食) Economic factor (Special packages in rooms and food and beverages) □ 其他 Others□: 7, 閣下認為到賭場是去澳門的主要活動嗎? Do you think that go to casinos is the main activity for visitors? 是 Yes□ 否 No□ 8, 閣下在 2005-2009 年期間到訪澳門的次數: How many times had you visited Macau in 2005-2009? 0□ 1□ 2□ 3□ 4□ 多過4次more than 4times □ 9, 閣下逗留的時間是: Hong long did you stay in Macau? 少過 24 小時 less than 24 hours□ 1晚 1 night□ 2 晚 2nights□ 3 晚 3 nights□ 4 晚以上 more than four nights□ 10, 閣下在澳門的平均消費是(不包括酒店房間及船票): How much did you spend in Macau (excluding hotel accommodation and tickets)? 少過 less than $2000□ $2001-$3000□ $3001-$4000□ $4001-$5000□ $5001 以上 more than $5001 □ 11, 請閣下評分到澳門時消遣最多的活動. Title: Motivational factors for Hong Kong visitors to Macau xci Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Please rank the activities that you are spending in Macau. 消遣最少 消遣最多 The least The most spending spending 澳門 Macau 1 2 3 4 5 美食 Cuisine □ □ □ □ □ 娛樂 Entertainment □ □ □ □ □ 購物 Shopping □ □ □ □ □ 賭博 Gambling □ □ □ □ □ 商務 Business □ □ □ □ □ 觀光 Sightseeing □ □ □ □ □ (包括: 地標及歷史遺跡) (including: landmarks and historical sites) 12, 你對澳門的感覺: Your feeling of Macau: 十分不同意 十分同意 Strongly Strongly disagree agree 澳門 Macau 1 2 3 4 5 是賭博的地標 □ □ □ □ □ is a landmark of gambling 是充滿文化及歷史建築物 □ □ □ □ □ is full of cultural and historical buildings 是常常有新的賭場及酒店 □ □ □ □ □ is always have new hotels and casinos 是適合短期假期 □ □ □ □ □ is good for short vacation 是適合與家庭一起旅遊 □ □ □ □ □ is good for travel with family 是安全及和平的旅遊地點 □ □ □ □ □ is safety and peace for travel 可以從賭博得到收益 □ □ □ □ □ has generated revenue from gambling 是一個用合理的價錢去旅遊 □ □ □ □ □ has reasonable prices for travel 十分不同意 十分同意 Title: Motivational factors for Hong Kong visitors to Macau xcii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Strongly Strongly disagree agree 澳門 Macau 1 2 3 4 5 是到處提供賭場及娛樂的地方 □ □ □ □ □ provides casinos and entertainment everywhere 提供不同的葡萄牙,中國和澳門式的 □ □ □ □ □ 食物 provides different food in Portuguese, Chinese and Macanese style 提供良好的交通設施 □ □ □ □ □ provides good transportation facilities 提供良好的休閒和運動設施 □ □ □ □ □ provides good sport and recreation facilities 提供不同的博物館 □ □ □ □ □ provides different kinds of museums 有很多不同的風景 □ □ □ □ □ has different sceneries 是一個一生人一定要去的地方 □ □ □ □ □ is a place “MUST” go in life 13, 閣下是否知道澳門歷史城區在二零零五年七月十五日已被列入為<<世界遺產 名錄>>? Do you know The Historic Centre of Macau was inscribed on the < 15, 閣下會否因為<<世界遺產名錄>>而到澳門旅遊? Will you visit Macau because of the < 16, 你認為歷史文化旅遊可以取代賭博作為到澳門的主要原因嗎? Title: Motivational factors for Hong Kong visitors to Macau xciii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Do you think that historical and cultural tourism will be the main purpose to go travel instead of gambling? 可以 Yes□ 不可以 No□ 17, 閣下會否到或再到澳門旅遊? Will you visit/ re-visit Macau in the future? 會 Yes□ 不會 No□ 第二部份: Part 2: 1,性別 Gender: 男 Male□ 女 Female□ 2, 年齡 Age: 18-25□ 26-33□ 34-41□ 42-49□ 50-57□ 58 或以上 58 or above□ 3, 職業 Occupation: 專業人士 Professional□ 白領/管理階層 White collar/ Administrative worker□ 商人 Entrepreneur □ 家庭主婦 Housewife□ 學生 Student□ 技術人員/工人 Technician/ Worker□ 文員 Clerks□ 服務工作人員 Service Worker□ 其他 Others□ 請註明 Please specify: 4, 學歷 Educational Background: 小學 Primary School□ 中學 Secondary School□ 高中 High School□大專/技術學院 College/ Technical Institute□ 大學 University□ 研究院 Postgraduate□ 其他 Others: 5, 每月入息 Monthly income: $10000 以下 below $10000□ $10001-$15,000□ $15,001-$20,000□ $20,001-$25,000□ $25,001 以上 above $25,001□ ~完~ ~End~ ~謝謝~ ~Thank you very much~ Appendix7: Questionnaire Title: Motivational factors for Hong Kong visitors to Macau xciv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) 本人就讀英國謝菲爾德哈蘭大學款接商務管理課程, 現正進行一項學術研究. 是次研究有關香港旅客對 澳門作為旅遊目的地的意見. 誠邀閣下協助完成以下問卷調查, 需時大約五分鐘. 所有個人資料將會保 密並只供是次研究之用. 謝謝! 本問卷只適合十八歲以上人士. I am the student of the course “Hospitality Business Management” at Sheffield Hallam University in United Kingdom. I am going to conduct a survey about visitors to Macau. It will take about five minutes. All personal data will be kept confidential. Thank you! This questionnaire is only for 18 years old or above. (請於適當的空加上) (Please the appropriate box) 第一部份: Part 1: 1, 請問閣下是否年滿 18 歲或以上? Are you over 18 years old? 是 Yes□ 否 No□(如否, 謝謝你的幫忙) (if no, thank you for your help) 2, 請問閣下曾否到訪過澳門? Have your ever visited Macau before? 有 Yes□ 否 No□(如否, 謝謝你的幫忙) (if no, thank you for your help) 3, 閣下到訪澳門的原因是: 請選一個答案 What was the reason of the visit? Please choose ONE answer. 休閒及娛樂 Leisure and recreation□ 商務 Business□ 探親 Visiting friends and relatives□ 其他 Others□ 4, 澳門有哪一個最重要的原因可以吸引你?請選一個答案. What is the most important factor attracting you to visit Macau? Please choose ONE answer. 交通方便 Convenience transportation□ 交際 Social □ 鄰近香港 Close to Hong Kong□ 賭博 Gambling□ 容易負擔 Affordable□ 安全 Safety□ 充滿歷史文化遺跡 Full of historical and cultural links □ 不同的特別盛事地標及景點 Different special events and sightseeing points □ 5, 閣下是否曾經到賭場參觀? Title: Motivational factors for Hong Kong visitors to Macau xcv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Have you ever visited casino before? 有 Yes□… (請到第五題)(Please go to question 6) 沒有 No□…(請到第六題) (Please go to question 7) 6, 閣下進入賭場的主要原因是: 請選擇一個答案 What is your main reason to enter the casino: Please choose ONE answer. 賭博 Gambling □ 交際 Social □ 娛樂(餐廳, 商店) Recreation and entertainment (Restaurants and retail shops) □ 好奇心或一定要看 Curiosity or “must see” □ 休閒設施(美容中心及髮廊) Amenities ( Beauty parlors and hair salon) □ 經濟因素(特惠房間及飲食) Economic factor (Special packages in rooms and food and beverages) □ 其他 Others□: 7, 閣下認為到賭場是去澳門的主要活動嗎? Do you think that go to casinos is the main activity for visitors? 是 Yes□ 否 No□ 8, 閣下在 2008-2009 年期間到訪澳門的次數: How many times had you visited Macau in 2008- 2009? 0□ 1□ 2□ 3□ 4□ 多過4次more than 4times □ 9, 閣下逗留的時間是: Hong long did you stay in Macau? 少過 24 小時 less than 24 hours□ 1晚 1 night□ 2 晚 2nights□ 3 晚 3 nights□ 4 晚以上 more than four nights□ 10, 閣下在澳門的平均消費是(不包括酒店房間及船票): How much did you spend in Macau (excluding hotel accommodation and tickets)? 少過 less than $2000□ $2001-$3000□ $3001-$4000□ $4001-$5000□ $5001 以上 more than $5001 □ 11, 請閣下評分到澳門時消遣最多的活動. Title: Motivational factors for Hong Kong visitors to Macau xcvi Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Please rank the activities that you are spending in Macau. 消遣最少 消遣最多 The least The most spending spending 澳門 Macau 1 2 3 4 5 美食 Cuisine □ □ □ □ □ 娛樂 Entertainment □ □ □ □ □ 購物 Shopping □ □ □ □ □ 賭博 Gambling □ □ □ □ □ 商務 Business □ □ □ □ □ 觀光 Sightseeing □ □ □ □ □ (包括: 地標及歷史遺跡) (including: landmarks and historical sites) 12, 你對澳門的感覺: Your feeling of Macau: 十分不同意 十分同意 Strongly Strongly disagree agree 澳門 Macau 1 2 3 4 5 是賭博的地標 □ □ □ □ □ is a landmark of gambling 是充滿文化及歷史建築物 □ □ □ □ □ is full of cultural and historical buildings 是常常有新的賭場及酒店 □ □ □ □ □ is always have new hotels and casinos 是適合短期假期 □ □ □ □ □ is good for short vacation 是適合與家庭一起旅遊 □ □ □ □ □ is good for travel with family 是安全及和平的旅遊地點 □ □ □ □ □ is safety and peace for travel 可以從賭博得到收益 □ □ □ □ □ has generated revenue from gambling 是一個用合理的價錢去旅遊 □ □ □ □ □ has reasonable prices for travel 十分不同意 十分同意 Title: Motivational factors for Hong Kong visitors to Macau xcvii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Strongly Strongly disagree agree 澳門 Macau 1 2 3 4 5 是到處提供賭場及娛樂的地方 □ □ □ □ □ provides casinos and entertainment everywhere 提供不同的葡萄牙,中國和澳門式的 □ □ □ □ □ 食物 provides different food in Portuguese, Chinese and Macanese style 提供良好的交通設施 □ □ □ □ □ provides good transportation facilities 提供良好的休閒和運動設施 □ □ □ □ □ provides good sport and recreation facilities 提供不同的博物館 □ □ □ □ □ provides different kinds of museums 有很多不同的風景 □ □ □ □ □ has different sceneries 是一個一生人一定要去的地方 □ □ □ □ □ is a place “MUST” go in life 13, 閣下是否知道澳門歷史城區在二零零五年七月十五日已被列入為<<世界遺產 名錄>>? Do you know The Historic Centre of Macau was inscribed on the < 15, 閣下會否因為<<世界遺產名錄>>而到澳門旅遊? Will you visit Macau because of the < 16, 你認為歷史文化旅遊可以取代賭博作為到澳門的主要原因嗎? Title: Motivational factors for Hong Kong visitors to Macau xcviii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Do you think that historical and cultural tourism will be the main purpose to go travel instead of gambling? 可以 Yes□ 不可以 No□ 17, 閣下會否到或再到澳門旅遊? Will you visit/ re-visit Macau in the future? 會 Yes□ 不會 No□ 第二部份: Part 2: 1,性別 Gender: 男 Male□ 女 Female□ 2, 年齡 Age: 18-25□ 26-33□ 34-41□ 42-49□ 50-57□ 58 或以上 58 or above□ 3, 職業 Occupation: 專業人士 Professional□ 白領/管理階層 White collar/ Administrative worker□ 商人 Entrepreneur □ 家庭主婦 Housewife□ 學生 Student□ 技術人員/工人 Technician/ Worker□ 文員 Clerks□ 服務工作人員 Service Worker□ 其他 Others□ 請註明 Please specify: 4, 學歷 Educational Background: 小學 Primary School□ 中學 Secondary School□ 高中 High School□大專/技術學院 College/ Technical Institute□ 大學 University□ 研究院 Postgraduate□ 其他 Others: 5, 每月入息 Monthly income: $10000 以下 below $10000□ $10001-$15,000□ $15,001-$20,000□ $20,001-$25,000□ $25,001 以上 above $25,001□ ~完~ ~End~ ~謝謝~ ~Thank you very much~ Appendix 8.1: Relationship between gender and reason for visit casino Title: Motivational factors for Hong Kong visitors to Macau xcix Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.8.2c: Relationship between gender and reason for visit casino 95% Confidence Interval for Mean N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum male 51 2.08 1.383 .194 1.69 2.47 1 6 female 66 2.58 1.009 .124 2.33 2.82 1 6 Total 117 2.36 1.207 .112 2.14 2.58 1 6 Appendix 8.2: Relationship between occupation, education background and reason for visit Title: Motivational factors for Hong Kong visitors to Macau c Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) casino Table 4.8.3c: Relationship between occupation and reason for visit casino 95% Confidence Interval for Mean Std. Std. Lower Upper N Mean Deviation Error Bound Bound Minimum Maximum professional 17 2.29 .849 .206 1.86 2.73 1 3 white collar/ administrative 16 2.06 1.181 .295 1.43 2.69 1 5 worker entrepreneur 3 1.67 1.155 .667 -1.20 4.54 1 3 housewife 10 2.10 .994 .314 1.39 2.81 1 3 student 26 3.12 1.423 .279 2.54 3.69 1 6 technician/ worker 13 2.00 1.291 .358 1.22 2.78 1 5 clerk 4 2.50 1.000 .500 .91 4.09 1 3 service worker 19 2.47 1.073 .246 1.96 2.99 1 5 others 9 1.56 .726 .242 1.00 2.11 1 3 Total 117 2.36 1.207 .112 2.14 2.58 1 6 Table 4.8.4c: Relationship between education background and reason for visit casino 95% Confidence Interval for Std. Std. Mean N Mean Deviation Error Lower Bound Upper Bound Minimum Maximum primary school 15 2.00 1.000 .258 1.45 2.55 1 3 secondary school 17 1.88 .928 .225 1.41 2.36 1 3 high school 6 1.33 .816 .333 .48 2.19 1 3 college/ technical institute 36 2.47 1.207 .201 2.06 2.88 1 6 university 42 2.71 1.293 .200 2.31 3.12 1 6 postgraduate 1 3.00 . . . . 3 3 Total 117 2.36 1.207 .112 2.14 2.58 1 6 Appendix 8.3: Relationship between age and reason for visit casino Title: Motivational factors for Hong Kong visitors to Macau ci Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.8.5a: Relationship between age and reason for visit casino 95% Confidence Interval for Mean Lower Upper N Mean Std. Deviation Std. Error Bound Bound Minimum Maximum 18-25 47 2.72 1.363 .199 2.32 3.12 1 6 26-33 29 2.21 1.048 .195 1.81 2.61 1 5 34-41 16 2.00 1.211 .303 1.35 2.65 1 5 42-49 15 2.13 .834 .215 1.67 2.60 1 3 50-57 7 2.43 .976 .369 1.53 3.33 1 3 58 or above 3 1.00 .000 .000 1.00 1.00 1 1 Total 117 2.36 1.207 .112 2.14 2.58 1 6 Table 4.8.5b: Relationship between age and reason for visit casino Sum of Squares df Mean Square F Sig. Between Groups 15.313 5 3.063 2.213 .058 Within Groups 153.610 111 1.384 Total 168.923 116 Appendix 8.4: Relationship between monthly income and reason for visit casino Title: Motivational factors for Hong Kong visitors to Macau cii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.8.6a: Relationship between monthly income and reason for visit casino 95% Confidence Interval for Std. Std. Mean N Mean Deviation Error Lower Bound Upper Bound Minimum Maximum below $10000 60 2.52 1.334 .172 2.17 2.86 1 6 $10001- $$15000 27 2.41 1.152 .222 1.95 2.86 1 5 $15001- $20000 17 2.00 .866 .210 1.55 2.45 1 3 $20001- $25000 8 1.88 .991 .350 1.05 2.70 1 3 above $25001 5 2.20 1.095 .490 .84 3.56 1 3 Total 117 2.36 1.207 .112 2.14 2.58 1 6 Table 4.8.6b: Relationship between monthly income and reason for visit casino ANOVA reasoncasino Sum of Squares df Mean Square F Sig. Between Groups 5.746 4 1.437 .986 .418 Within Groups 163.177 112 1.457 Total 168.923 116 Appendix 8.5 Relationship between monthly income and spending amount of respondents Title: Motivational factors for Hong Kong visitors to Macau ciii Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) Table 4.10.1c: Relationship between monthly income and spending amount of respondents Std. Std. 95% Confidence Interval for Mean N Mean Deviation Error Lower Bound Upper Bound Minimum Maximum below $10000 63 1.21 .481 .061 1.09 1.33 1 3 $10001- $$15000 29 1.72 .960 .178 1.36 2.09 1 5 $15001- $20000 21 1.62 1.203 .263 1.07 2.17 1 5 $20001- $25000 9 1.89 .928 .309 1.18 2.60 1 3 above $25001 7 2.86 1.345 .508 1.61 4.10 1 5 Total 129 1.53 .919 .081 1.37 1.69 1 5 Appendix 9: Night markets may come to rescue of flagging tourism Title: Motivational factors for Hong Kong visitors to Macau civ Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 Sheffield Hallam University BSc (Honours) in Hospitality Business Management (2008-2009) South China Morning Post on 10th October, 2008 (C4) Title: Motivational factors for Hong Kong visitors to Macau cv Name:Yum Wing Po Supervisor: Prof. Ray Pine SHU: 91203310 SHAPE: 087005086 2007 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec China 1 155 685 1 238 058 1 182 882 1 141 725 1 191 167 994 683 1 180 053 1 345 288 1 221 331 1 367 321 1 401 1 446 820 Contine 378 ntal Hong 604 276 678 780 666 866 761 074 622 365 618 847 715 266 720 501 710 908 693 289 656 882 725 010 Kong, China Taiwan, 104 724 109 942 119 160 132 696 117 867 121 173 123 736 120 971 126 274 121 108 123 411 123 020 China Japan 24 074 19 258 23 943 16 877 23 080 22 864 22 142 26 006 29 499 25 645 33 154 32 861 2008 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec China 1 421 782 1 397 723 1 566 179 1 482 367 1 549 269 1 358 912 1 533 041 1 488 084 1 318 526 1 534 609 1 460 155 1 389 822 Contine ntal Hong 581 860 688 755 743 250 620 538 641 661 622 290 778 227 757 784 659 485 701 429 695 491 736 651 Kong, China Taiwan, 107 936 104 339 113 557 125 125 112 287 112 157 115 103 112 454 103 478 112 292 100 279 103 571 China Japan 33 382 25 984 29 153 21 437 29 492 28 884 26 089 29 809 36 192 31 105 37 584 41 298 : Visitors from Hong Kong were decreased in those three months Source: Macau Government Tourism Office, Macau Tourism Industry Net (Visitor Arrivals) (2008)