Market Segmentation by Travel Motivations under a Transforming Economy: Evidence from the Monte Carlo of the Orient
Abstract
:1. Introduction
2. Literature Review
2.1. Tourist Motivation
2.2. Tourist Segmentation
- (1)
- What are the motivations of mainland Chinese tourists to Macau in the new era of consumption transformation after the anti-corruption storm, as well as under the SAR government’s strategy of economic diversification?
- (2)
- What types of tourist groups are segmented, according to the multiple motivation factors above?
- (3)
- What are the most effective marketing strategies which could serve as a crucial road map to help Macau maintain its economic stability in the long run?
3. Methodology
3.1. Data Collection
3.2. Measurement
3.3. Analysis
4. Results
4.1. Sample Profile
4.2. Principal Components Analysis
4.3. Segmenting Tourists in Gaming Destinations
4.4. Cluster Differences by Travelers’ Characteristics
5. Discussion and Conclusions
5.1. Theoretical Implications
5.2. Managerial Implications
6. Limitations and Future Research
Author Contributions
Funding
Conflicts of Interest
References
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Image Item | Factor Loading | Communality | Cronbach’s α | |||
---|---|---|---|---|---|---|
Factor 1—Knowledge | 0.91 | |||||
Experience new cultures/ways of life | 0.84 | 0.84 | ||||
Learn new things, increase my knowledge | 0.87 | 0.91 | ||||
Discover different new places | 0.88 | 0.92 | ||||
Explore historical and cultural heritage | 0.88 | 0.91 | ||||
Factor 2—Relaxation | 0.89 | |||||
Rest and relaxation | 0.90 | 0.91 | ||||
Alleviate stress and tension | 0.86 | 0.88 | ||||
Escape everyday routine | 0.89 | 0.90 | ||||
Factor 3—Entertainment | 0.83 | |||||
Seek recreation and entertainment | 0.81 | 0.91 | ||||
Able to gamble legally | 0.86 | 0.92 | ||||
Visit places with good casinos | 0.86 | 0.92 | ||||
Factor 4—Prestige | 0.96 | |||||
Go to fashionable places | 0.92 | 0.93 | ||||
Go to places that friends have not visited | 0.91 | 0.91 | ||||
Tell the experiences to friends/relatives | 0.89 | 0.92 | ||||
Variance explained (%): 86.15 | ||||||
Kaiser–Meyer–Olkin measure of sampling adequacy: 0.88 | ||||||
Bartlett’s test of sphericity: 10093.36 | ||||||
Significance: 0.00 |
Cluster I (n = 217) | Cluster II (n = 141) | Cluster III (n = 138) | F-Value | Scheffe Multiple Range Tests | |||
---|---|---|---|---|---|---|---|
I–II | I–III | II–III | |||||
Knowledge | 4.37 a | 6.51 | 4.69 | 103.11 *** | 0.00 | 0.00 | 0.00 |
Relaxation | 6.28 | 5.38 | 4.57 | 112.20 *** | 0.00 | 0.00 | 0.00 |
Entertainment | 4.69 | 2.01 | 6.49 | 1362.73 *** | 0.00 | 0.00 | 0.00 |
Prestige | 4.59 | 5.87 | 4.51 | 896.38 *** | 0.00 | 0.17 b | 0.00 |
Cluster name | freedom seekers | multi-purpose seekers | fun & special interest in gambling seekers |
Discriminant Function | Eigenvalue | Canonical Correlation | Wilks’ Lamda | χ2 Significance | |
---|---|---|---|---|---|
Motivation | 1 | 9.37 | 0.92 | 0.03 | 0.00 |
Factors | 2 | 1.84 | 0.83 | 0.39 | 0.00 |
Standardized canonical discriminant function coefficients | Function 1 | Function 2 | |||
Knowledge | 0.06 | −0.29 | |||
Relaxation | 0.23 | 0.62 | |||
Entertainment | 0.89 | 0.37 | |||
Prestige | −0.53 | 0.77 |
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Shi, T.; Liu, X.; Li, J. Market Segmentation by Travel Motivations under a Transforming Economy: Evidence from the Monte Carlo of the Orient. Sustainability 2018, 10, 3395. https://doi.org/10.3390/su10103395
Shi T, Liu X, Li J. Market Segmentation by Travel Motivations under a Transforming Economy: Evidence from the Monte Carlo of the Orient. Sustainability. 2018; 10(10):3395. https://doi.org/10.3390/su10103395
Chicago/Turabian StyleShi, Tiantian (Tiana), Xiaoming (Rose) Liu, and Jun (Justin) Li. 2018. "Market Segmentation by Travel Motivations under a Transforming Economy: Evidence from the Monte Carlo of the Orient" Sustainability 10, no. 10: 3395. https://doi.org/10.3390/su10103395