Benefit segmentation of international travelers to Macau, China

Woo Gon Kim, Yumi Park, Gabriel Gazzoli, Edmund Sheng

Research output: Contribution to journalArticlepeer-review


The purpose of this study is threefold: (1) to identify the underlying benefits sought by international visitors to Macau, China, which has emerged as a popular gambling destination in Asia; (2) to segment tourists visiting Macau by employing a cluster analysis based on the benefits sought; and (3) to examine any salient differences between the segment groups with regard to their behavioral characteristics, socio-economic characteristics, and demographic profiles. A convenience sample was used to collect data in the Macau International Airport, in the Macau Ferry Terminal, and at the border gate with Mainland China. A total 1,513 useful surveys were retained for data analysis. Cluster analysis discloses four distinct clusters: "convention and business seekers," "family and vacation seekers," "gambling and shopping seekers," and "multi-purpose seekers." Based on the results of our findings, several managerial implications are discussed.

Original languageEnglish
Pages (from-to)28-57
Number of pages30
JournalJournal of Quality Assurance in Hospitality and Tourism
Issue number1
Early online date6 Feb 2011
Publication statusPublished - 2011


  • benefit segmentation
  • cluster analysis
  • destination management
  • Macau


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