Chinese Tourists in Macao: How Individuals and Group Visitors Perceive Service Quality


A substantial increase in Mainland Chinese outbound tourists is anticipated and it is estimated that this will exert a great influence on the marketing and development of tourism destinations worldwide during the next decade. To promote tourism and market destination to this growing wave better, it is important to study the consumer behaviiour of tourists. This study, therefore, investigates mainland Chinese visitors' perceptions of the quality of service received and their satisfaction levels across various service sectors. By doing so, it aims to provide valuable data for sectors facing increasing competition for their patronage. Moreover, the present study compares the attidudes and behaviour among individual visitors and those who travel with tour groups, these being the most common travel modes among Chinese tourists. Thus, this study offers a much-needed understanding of how these segments perceive the service quality of numerous service providers in Macao. A total of 495 responses were collected to investigate whether there are differences between individual and tour group Chinese visitors with regard to their satisfaction and quality perception of services received from   shops, restaurants, hotels and casions. The research context was macao SAR, as it is a rapidly growing tourist destination. Our findings demonstrate that individual visitors are significantly more satisfied than tour group visitors in casinos, shops and restaurnats.


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