FBA Salon Series on Tourism+

Change of Travel Behaviors of Visitors to Macao – A Commonsense Market Segmentation Approach

Date: 31 January 2024 (Wednesday)
Time: 13:00-14:00
Venue: E22-1029 Hospitality Lab
Moderator: Prof. Faye Chen

Mr. Tiger Chunlin CHEN
PhD Student in Integrated Resort and Tourism Management



This study empirically identifies changes in the market segmentation of visitors’ characteristics to Macao before the Covid-19 epidemic from 2015-2019. Visitors to Macao are the study subject of this study, and with examines changes in respondents’ travel behavior through data collected from five-year continuous large-scale surveys. Partial results confirming previous market segmentation research concepts, and factor analysis have been conducted to differentiate undertaken activities into four components. The demographic profile of each visitor group has also identified some emerging groups such as the younger generation of Chinese middle class, commercial purpose visitors, and foreign visitors. Specifically, gambling is no longer the primary purpose for visitors to Macao, with the emerging visitor group becoming more focused on personal experience, verticalization of market segmentation has taken place and becoming mainstream.

Short Bio

Mr. Chen received his master’s degree from Bayes Business School (formerly Cass), City, University of London (UK). His current supervisor is Prof. Davis Fong Ka Chio, and his research interests focus on the gaming industry regulation, CSR in gaming industry and gambler’s behavior. Recently, he participated an international conference organized by The Travel and Tourism Research Association (TTRA) in Sejong University, South Korea, and received the ‘Highly Commended Presentation Award’. Additionally, his education background and work experience were in the field of accounting and finance.

All are welcome!