Report Macao Visitor Profile Survey nd Quarter Report Conducted by IFT Tourism Research Centre (ITRC) Institute for Tourism Studies, Macao 9 September The Macao Visitor Profile Survey (VPS) is published quarterly by ITRC. In addition, ITRC publishes special focus reports on related themes that are of public interest. For inquiries, please contact: Ms. Wendy Tang IFT Tourism Research Centre Colina de Mong-Há Macao (E) itrc@ift.edu.mo (T) (83) 86 (F) (83) 8 98 (W) http://itrc.ift.edu.mo All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report Macao Visitor Profile Survey (VPS) Research team: Leonardo (Don) A.N. Dioko, PhD Patrick Lo Wendy Tang Virginia Hong Published by: IFT Tourism Research Centre (ITRC) Institute for Tourism Studies, Macao Colina de Mong-Há, Macao, China Copyright IFT Tourism Research Centre, Institute for Tourism Studies, Macao, All rights reserved. No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report Table of Contents. About the VPS.... Major source markets, travel purpose and characteristics... 3. Travel characteristics by place of residence... 4 3. Trip purpose by place of residence... 4 3. Trip characteristics by place of residence... 6 4. Major information sources... 8 4. Major information sources... 8 4. Information sources by place of residence... 9 4.3 Information sources by travel purpose.... Travel arrangement and activity.... Type of accommodation, overnight visitors.... Means of booking of FIT visitors, by place of residence....3 Gambling behaviour... 3 6. Budget, spending and satisfaction... 4 6. Total budget by place of residence... 4 6. Total spending by place of residence... 6.3 Recommending Macao as a destination and future visit... 7 7. Demographics... 9 8. Summary table... All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report. About the VPS A. Objectives ) To provide tourism policy and decision makers, planners and members of the tourism and hospitality industry with up-to-date, regular and insightful information regarding the profile of visitors to Macao and how they evolve over time. ) To supplement general visitor (tourism) data currently provided by the Macao Census and Statistics Department (DSEC), MGTO and the Immigration Service by: a. Providing greater detail and analysis of behavioral and psychological variables. b. Providing cross tabulated data analysis and presentation of practical use to managers and decision makers in both government and private organizations. 3) To provide a source of reference and information archive over time of the short- and long-term changes to the mix of visitors to Macao. 4) To provide reference data to help evaluate the impact and effectiveness of destination management and marketing efforts. B. Methodology Data for the second quarter of Macao Visitor Profile comes from field surveys of visitors conducted over a 9-day period between April and June. Each survey date targeted a sample size of 4 visitors who completed at least half of their visit at the time of interview. Interview locations included major sites and terminals including the Border Gate, Ruins of St. Paul s, Rua do Cunha at Taipa, Senado Square, Hong Kong Macao Ferry Terminal and Macao International Airport. The final sample consisted of,3 visitors. The VPS seeks information from visitors primarily on () their purpose and reasons for visiting Macao, () their trip and travel characteristics, (3) travel and transportation arrangements, (4) accommodation arrangements, () major information source, (6) spending behavior, (7) visitor attractions visited, (8) gaming behavior, and (9) evaluation of their overall travel experience. All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report. Major source markets, travel purpose and characteristics A total of,3 visitors were surveyed in. Majority came from Mainland China (68%), Hong Kong SAR (7%) and Chinese Taiwan (8%). Around 7% of the respondents were from other Asian, Western, Malaysia and Singapore. The majority of the interviewed visitors (8%) visited Macao mainly for leisure and vacation. The other main purpose for visiting Macao included visiting friends/ relatives (VFR) (8%), business (%) and others (%). Figure.: Place of residence (n=,9) Figure.: Primary purpose for visiting Macao (n=,3) Mainland China 68 Leisure and Vacation 8 Hong Kong SAR 7 Chinese Taiwan 8 VFR 8 Other Asian 3 Malaysia Business Western Others Singapore 3 4 6 7 8 4 6 8 All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report About % of the respondents stayed overnight while 48% were same-day visitors. For overnight-staying visitors, 8% have planned to stay -3 days. About 77% visited Macao in a group comprising of -3 person(s); 9% came in groups of 4-6 individuals. Among those being interviewed, 67% were repeat visitors of which 9% have visited more than 3 times in the past years. Figure.3: Basic trip characteristics (a) Length of stay (n=,3) (b) No. of people in the immediate travel group (n =,3) 3 days, 6 days, 8 Over 3 days, 8 Same day, 48 9 4 77-3 4-6 7 (c) Number of times visited Macao before this trip for repeat visitors (c) In the past year (n=687) (c) In the past years (n=683) 4 3 8 3 6 time time times 3 times Over 3 times 7 6 4 3 3 9 time time times 3 times Over 3 times All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 3
Report 3. Travel characteristics by place of residence 3. Trip purpose by place of residence Visitors from Mainland China (87%), Hong Kong SAR (79%), Chinese Taiwan (84%), other Asian (8%) and Western (8%) visited Macao mainly for leisure and vacation. Figure 3..: Main reason for visiting Macao by place of residence (a) Mainland China (n=697) (b) Hong Kong SAR (n=73) Leisure and vacation 87 Leisure and vacation 79 Business Business Visiting friends and relatives 9 Visiting friends and relatives 9 Others Others 4 6 8 4 6 8 (c) Chinese Taiwan (n=87) (d) Other Asian (n=6) (e) Western (n=) Leisure and vacation Business Visiting friends and relatives 3 9 84 Leisure and vacation Business Visiting friends and relatives 7 8 8 Leisure and vacation Business Visiting friends and relatives 8 8 Others 3 Others Others 4 6 8 4 6 8 4 6 8 All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 4
Report Among visitors whose main purpose of visiting Macao is for leisure and vacation, visitors from Mainland China considered shopping (4%) and visitors from Hong Kong SAR (43%) and Chinese Taiwan (4%) found cuisine as the most attractive factor. Visiting world heritage is the most attractive factor for visitors from other Asian (47%) and Western (33%). Figure 3..: Most attractive factor for visiting Macao for leisure and vacation by place of residence (n=873) 4 4 3 3 4 43 4 47 33 Others Festivals, shows, concerts or non-business events Staying in int'l branded hotels Art, cultural and historical attractions Travel around int'l branded hotels Gambling World heritage 7 9 9 Cuisine Shopping 4 8 8 8 7 7 7 7 7 6 6 6 6 4 4 4 Mainland China (n=66) Hong Kong SAR (n=3) Chinese Taiwan (n=7) Other Asian (n=) Western (n=9) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report 3. Trip characteristics by place of residence Figure 3..: Same-day or overnight-staying visitors by place of residence Figure 3..: First or repeat visit by place of residence 8 6 4 7 43 4 8 8 9 8 8 6 4 3 6 94 3 47 48 8 8 6 8 Mainland China (n=697) Hong Kong SAR (n=73) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) Mainland China (n=697) Hong Kong SAR (n=73) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) Same-day visitors Overnight-stayed visitors First-visit Repeat visit Figure 3..3: Travel arrangement by place of residence 3 7 8 6 97 99 93 Package tour FIT 4 Mainland China (n=697) Hong Kong SAR Chinese Taiwan (n=73) (n=87) Other Asian (n=6) Western (n=) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 6
Report Figure 3..4: Length of stay by place of residence Mainland China (n=697) 7 6 3 Hong Kong SAR (n=73) 4 4 Chinese Taiwan (n=87) 48 6 Other Asian (n=6) 36 8 Western (n=) 8 8 8 8 9 8 3 4 6 7 8 9 3 4 6 7 4 Figure 3..: Average immediate group travel size by place of residence 3 3.9 3.7.69 3.. No. of people Mainland China (n=697) Hong Kong SAR (n=73) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 7
Report 4. Major information sources 4. Major information sources For planning their trip to Macao, first-time visitors found internet/ forum/ blogs (%) and friends/ colleagues (9%) as most informative source for planning their visit. Figure 4.: Media or source for information most influential in your decision to visit Macao by first-time visitors (n=33) 6 4 3 9 6 Internet/ forum/ blogs Friends/ colleagues Family members/ relatives Travel agencies/ operators Travel books/ magazines Promotional materials/ advertisement Others All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 8
Report 4. Information sources by place of residence Past experience is considered to be the most important information source by visitors from Hong Kong SAR while visitors from Mainland China, Chinese Taiwan, other Asian and Western mainly search information from the internet/ forum/ blogs. Figure 4. Information source by place of residence 6 3 7 48 4 4 % 3 8 4 3 3 Mainland China (n=688) 3 6 6 7 6 4 Hong Kong SAR (n=73) Chinese Taiwan (n=84) 4 8 7 Other Asian Countries (n=6) 8 7 9 Western Countries (n=) Family members/ relatives Friends/ colleagues Travel agencies/ operators Internet/ forum/ blogs Travel books/ magazines Promotional materials/ advertisement Past experience Others All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 9
Report 4.3 Information sources by travel purpose Figure 4.3: Information source by travel purpose 8 6 6 47 4 36 37 3 4 4 7 Business (n=49) 6 3 VFR (n=83) Leisure and vacation (n=869) Others (n=7) Family members/ relatives Friends/ colleagues Travel agencies/ operators Internet/ forum/ blogs Travel books/ magazines Promotional materials/ advertisement Past experience Others All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report. Travel arrangement and activity. Type of accommodation, overnight visitors Figure..: Type of accommodation (n=34) Hotel Staying with friends / relatives No lodging Others (including guesthouse) 8 Figure..: Type of accommodation by place of residence 8 6 % 4 Mainland China (n=97) Hong Kong (n=98) Chinese Taiwan (n=74) Other Asian (n=) Western (n=9) No lodging 3 Others (including guest house) 4 4 Staying w/friends or relatives 3 33 Hotel 8 8 99 9 67 All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report. Means of booking of FIT visitors, by place of residence Respondents from Mainland China (67%) and Hong Kong SAR (44%), Chinese Taiwan (9%), other Asian (8%) and Western (7%) staying overnight in hotel/ guesthouse booked their accommodation through third party websites. Regarding transportation, the majority of the respondents from Mainland China and Hong Kong SAR booked their transportation directly from the service providers while the most respondents from Chinese Taiwan, other Asian and Western got their flight tickets from third party websites. Figure..: Means of booking accommodation (FIT visitors) 8 6 4 67 44 4 8 4 9 8 7 8 Mainland China (n=67) Hong Kong SAR (n=89) 9 Chinese Taiwan (n=74) 8 7 4 4 6 Other Asian Countries (n=47) Western Countries (n=7) Third party websites Travel agencies/ operators Directly from service provider Package Others Figure..: Means of booking transportation (FIT visitors) 8 6 4 76 6 9 47 34 36 9 3 6 9 3 3 4 4 Mainland China (n=8) Hong Kong SAR (n=68) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) Third party websites Travel agencies/ operators Directly from service provider Package Others All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report.3 Gambling behaviour About 6% of the respondents reported having gambled during their trip. Among these, % spent less than MOP,. Figure.3.: Have you gambled in this particular trip? (n=,3) 8 7 74 6 4 3 6 Haven't gambled Have gambled Figure.3.: Gambling expenditure in MOP, among those who have gambled (n=) 3 4 (MOP) 3 -,,-,,-, >, All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 3
Report 6. Budget, spending and satisfaction 6. Total budget by place of residence The majority of the respondents from Chinese Taiwan (4%) and other Asian (4%) had budget of MOP4,-8, while those from Hong Kong SAR (36%) and Western (%) mostly had budget of MOP,-4,. Almost half of the respondents from Mainland China (48%) had budget between MOP, and MOP4,. Figure 6.: Total budget by place of residence 6 4 36 4 4 38 36, % 3 7 4 4 7 8 3 9 7 4,-,,-4, 4,-8, >8, Mainland China (n=68) 6 Hong Kong SAR (n=4) 6 Chinese Taiwan (n=83) 3 3 Other Asian (n=8) 9 Western (n=) (MOP) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 4
Report 6. Total spending by place of residence Most of the respondents from Chinese Taiwan (4%), other Asian (4%) and Western (4%) spent between MOP4,-8,. Majority of the respondents from Mainland China (3%) and Hong Kong SAR (37%) had expenditure MOP,. Figure 6..: Total spending (excluding gambling) by place of residence 4 4 4 4 4 37 3 3 3 3 9 6 3 3 7 8 8 8 <= - -4 4-8 >8 6 4 7 7 8 (MOP) Mainland China (n=687) Hong Kong SAR (n=7) Chinese Taiwan (n=84) Other Asian (n=9) Western (n=) Note: Total trip budget is the amount which respondents have prepared for their estimated expenditure during the visit. Total expenditure is the amount of money they have spent thus far in this trip at the time of being interviewed. All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report The average spending of the visitors who travelled to Macao as FIT or by package tour including tour group fee, hotel/ hostel, transportation, shopping, food and beverage, and others (excluding gambling) is MOP3,8 and MOP4,33 respectively. Figure 6..: Average spending (excluding gambling) by arrangement type, 4, 3,8 4,33 MOP 3,,, FIT (n=99) Package tour (n=6) Figure 6..3 shows a comparison of the average spending among respondents from first-time and repeat visitor. The average spending of first-time visitors is higher with MOP4,376 while it is only MOP3,76 with the repeat visitors. Figure 6..3: Average spending (excluding gambling) by first-time and repeat visitors, 4,376 4, 3,76 3, MOP,, First-time visitor (n=334) Repeat visitor (n=684) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 6
Report 6.3 Recommending Macao as a destination and future visit The interviewed visitors rated the propensity of recommending Macao as a destination and of future visit using a 7-point scale with representing definitely will not, will not, 3 somehow will not, 4 neutral/ no comment, somehow will, 6 will and 7 definitely will. First-time and repeat visitors of the respondents somehow will recommend Macao as a destination to others with average scales of.74 (standard deviation =.8) and.74 (standard deviation =.7) respectively. In terms of intention to visit Macao again, first-time and repeat visitors have rated.7 (standard deviation =.37) and 6.8 (standard deviation =.99) on average respectively. Figure 6.3.: Mean scale response of recommending Macao as a destination (mean (s.d.)) Deinitely will 7 6.74 (.8).74 (.7) 4 3 Definitely will not First-time visitor (n=34) Repeat visitor (n=69) Figure 6.3.: Mean scale response of intention to visit Macao again by first-time and repeat visitors (mean (s.d.)) Definitely will 7 6.7 (.37) 6.8 (.99) 4 3 Definitely will not First-time visitor (n=34) Repeat visitor (n=689) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 7
Report Figure 6.3.3: Mean scale response of recommending Macao by place of residence Definitely will 7 6.78 (.9).47 (.).86 (.).84 (.99).9 (.94) 4 3 Definitely will not Mainland China (n=697) Hong Kong SAR (n=73) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) Figure 6.3.4: Mean scale response of intention to visit again, by place of residence Definitely will 7 6.99 (.).9 (.).79 (.8).3 (.8) 4.9 (.) 4 3 Definitely will not Mainland China (n=696) Hong Kong SAR (n=73) Chinese Taiwan (n=87) Other Asian (n=6) Western (n=) All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 8
Report 7. Demographics About % of the respondents were female and 4% were male. Around 7% of the respondents were below 3 years old. Most of them are well-educated with 67% having attained tertiary degrees and 8% of respondents with monthly personal income between USD, and 4,. Figure 7.: Visitors demographics (a) Gender (n=,3) (b) Education (n=,7) No formal education Primary/ elementary Male, 4 Junior High School High School Female, Vacational Bachelor 4 6 Master Doctoral 4 6 8 (c) Age (n=,) (d) Monthly personal income in USD (n=,6) 4 3 3 43 7 (USD) >6, 4, - 6, 3, - 4,, - 3, 6 6-6-3 36-4 46-6-6 66, 7 4 6 8 All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 9
Report 8. Summary table Mainland China Hong Kong SAR Place of Residence Chinese Taiwan Malaysia Singapore Other Asian Other Western Total Trip characteristics Primary purpose of this trip Business 9 9 7 4 6 3 VFR 8 9 3 9 9 3 7 6 7 6 9 8 9 8 Leisure and vacation 87 87 77 79 89 84 8 94 79 78 94 83 7 8 8 8 Others 3 3 7 3 Total Main Information source of visiting Macao Family/relatives 8 8 8 4 8 7 3 4 4 3 8 8 8 Friends/colleagues 4 4 7 6 9 3 6 36 9 7 6 Travel agencies 4 3 8 9 4 3 Internet/forums /blogs 3 3 8 6 48 48 47 6 44 4 7 43 4 34 34 Travel books/ magazines 3 6 6 7 3 6 4 3 Promotional materials /advertisement Destination tourist office in your residential region 6 3 6 - - - 7 - - - - - Past experience 3 3 3 3 4 3 6 9 9 33 3 Others Total All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report Mainland China Hong Kong SAR Chinese Taiwan Malaysia Place of Residence Singapore Other Asian Other Western Total Trip characteristics Accommodation - staying where Hotel 4 36 3 46 89 84 6 88 79 78 73 8 47 4 Staying w/friends or relatives 7 7 9 8 8 7 3 9 4 7 7 7 Daytrip 7 3 44 7 4 9 4 8 4 48 Others (including guesthouse) 7 3 Total FIT - means to book accommodation Third party websites 9 6 3 4 47 7 43 44 7 4 3 3 Travel agency 4 3 4 9 7 3 6 4 Directly from the service providers 6 3 6 4 4 7 4 3 9 6 4 Package 9 7 4 3 No lodging in hotel /guesthouse 3 6 6 48 7 8 9 9 4 36 48 Others 7 6 8 9 3 4 4 3 4 9 8 7 Total FIT - means to book travelling tickets Third party websites 9 7 4 4 47 4 9 36 44 6 63 67 Travel agency 4 6 3 7 6 7 7 6 4 Directly from the service providers 6 6 7 7 7 47 4 7 33 3 33 36 4 Package 9 7 4 3 No travelling ticket 9 3 4 6 9 Others 6 3 7 7 9 Total All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report Mainland China Hong Kong SAR Place of Residence Chinese Taiwan Malaysia Singapore Other Asian Other Western Total Trip characteristics Budget - total (coded), 8 7 4 6 6 9 7,-, 4 3 7 4 3 4,-4, 7 4 3 36 7 36 6 4,-8, 3 7 8 9 4 4 9 6 6 43 9 6 > 8, 7 8 3 6 3 7 6 7 3 44 36 9 9 36 6 8 Total Spending (excluding gambling)- total (coded), 6 3 44 37 4 9 7 6 8 6 9,-, 3 3 7 7 3 9 8,-4, 9 9 4 3 7 3 3 33 3 9 4,-8, 9 6 6 47 4 4 3 4 49 4 9 > 8, 4 4 36 7 3 33 4 6 63 8 4 Total All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey
Report Primary Purpose Business VFR Leisure and vacation Others Total Trip characteristics Times of Visit in Year First time visit 9 6 3 9 3 6 7 4 3 8 Repeated visit time 7 6 8 9 times 4 7 9 4 3 6 36 4 4 3 3 times 4 8 9 4 4 7 4 Over 3 times 38 4 9 9 88 3 9 6 Total Times of Visit in Years First time visit Repeated visit time 3 3 9 8 3 times 3 9 4 8 3 3 3 times 3 6 9 9 9 9 Over 3 times 76 64 64 69 64 7 64 69 64 9 Total Trip Type FIT 97 8 97 98 96 97 97 Group Tour 3 8 3 4 3 3 Total Length of Stay Same day 7 33 47 6 4 48 days 4 4 37 36 3 8 3 8 3 days 3 8 3 6 6 8 6 Over 3 days 3 4 9 3 7 6 9 8 Total All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 3
Report Trip characteristics Visiting type Gender Age Male Female 6-6 - 3 36-4 46-6 - 6 >6 Same-day 4 44 44 48 6 44 46 38 8 34 64 38 4 Overnight 6 6 49 39 6 4 6 7 66 4 36 63 86 First visit 3 3 3 34 4 38 34 3 3 3 7 3 38 Repeat visit 6 69 6 66 6 6 66 6 69 77 73 7 7 77 63 Travel arrangement FIT 98 99 97 96 99 99 99 97 9 9 93 9 88 Group Tour 3 4 3 7 8 3 Primary purpose of this trip Business 7 3 3 4 3 4 6 VFR 7 7 9 8 8 7 8 9 3 3 43 Leisure and heritage 86 8 8 89 86 89 87 87 8 78 8 77 9 73 88 7 Others 3 4 All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey 4
Report Published by: Disclaimer: The information provided in this report is accurate at the time of its publication. While ITRC endeavors to ensure the accuracy of the information in this report, no representations or warranties of any kind is made, express or implied, about the completeness, accuracy, reliability, suitability or availability of the information provided. ITRC is not responsible for any outcome arising from the use of any material contained in this report. Copyright IFT Tourism Research Centre, Institute for Tourism Studies, Macao, All rights reserved. No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. All rights reserved This publication is not for sale. All information correct at time of publication. ITRC Macao Visitor Profile Survey