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 <<World Heritage List>> in Macau 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