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Casino Travel Motivations of Chinese Tourists: Differences in Visitation Attributes

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Tourism scholars have identified a need to understand why Chinese like to visit casinos and to segment tourists' travel motivation by their visitation characteristics. The principal purpose of this article is to explore Chinese tourists' travel motivations to casinos and to seek differences in visit frequency and length. Based on a sample of mainland Chinese tourists in Macau, the world gambling capital, the results indicate significant differences between first-time and repeat tourists in respect to casino and gambling experience seeking, socialization, and accessibility. The results also suggest that Chinese tourists' length of stay is primarily contingent on their desire to escape from pressure and mundane life. In light of these findings, managerial and theoretical implications are discussed.
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Document Type: Research Article

Publication date: September 1, 2012

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  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.
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