The Relationship Between Destination Image And Satisfaction: Visits To Macao World Heritage As A Moderator
Free (open access)
795 - 806
C.-H. Leou, X. Wang, C. H. Hsiao
Destination image has increased its prominence in the marketing. Macao has always been referred to as “Oriental Monte Carlo” and people would always connect negative comments with gaming although gaming operators in Macao work very responsibly and combine casinos with many entertainment elements. To improve the image of Macao, the research has tried to measure the destination image of Macao and investigate the effect of Macao World Heritage on the relationship between perceived destination image and satisfaction. This research has employed quantitative methods to measure the functional and psychological attributes of the destination image. The questionnaire has been developed based on the previous researches and the unique characteristics of Macao. The data has been collected around a few sites of Macao World Heritage and Macao Border Gate. The results have revealed that the perceptions of destination image vary among people and Macao World Heritage could only have part moderation effect on the relationship between destination image and satisfaction. The results would be useful for destination officers and tour operators to have a new understanding of Macao World Heritage.
World Heritage, Macao, destination image, satisfaction, moderator