MACAO’S NONGAMING ENTERTAINMENT, CULTURE AND CITY BRANDING

  • Carlos Siu Lam Macao Polytechnic Institute
  • Lynn Jamieson Indiana University Bloomington

Keywords:

Macao, entertainment, culture, branding, tourists

Abstract

Although entertainment can be a pull-factor to attract tourists in their trips, it can be easily duplicated in other jurisdictions. Focused on the non-gaming entertainment by the gaming concessionaires in Macao, this paper examines the entertainment development, and explores how these concessionaires identify the right entertainment for patrons and the challenges associated with such entertainment offerings. Despite Macao’s wealth of East-West culture, this study analyzes the use of such culture in Macao’s entertainment, and the creation of its unique branding. The integration of culture into such entertainment, when coupled with Macao’s smallness, may represent the essential factors to satisfy tourists’ multiple needs for entertainment products, thereby leading to Macao’s renewed branding as a center of tourism and leisure from its strong gaming image. This study is one of a few that focuses on the merger of culture and entertainment, and is exploratory and qualitative in nature. Semi-structured in-depth interviews with executives in Macao’s entertainment segment were utilized. Such interview findings were analyzed using the Miles and Huberman (1994) framework, along with the data from the annual reports of the concessionaires and the Macao Census and Statistics Service. The findings may be useful for gaming destinations planning to alter their branding.

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Author Biographies

Carlos Siu Lam, Macao Polytechnic Institute
Centre for Gaming and Tourism Studies
Lynn Jamieson, Indiana University Bloomington
School of Public Health

References

See the reference list in the article.

Published
2022-06-06
How to Cite
Siu Lam, C., & Jamieson, L. (2022). MACAO’S NONGAMING ENTERTAINMENT, CULTURE AND CITY BRANDING. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 12(1), 304-336. https://doi.org/10.33776/et.v12i1.5432
Section
RESEARCH PAPERS