TRAVELERS' BEHAVIOR AND SATISFACTION TOWARD MACAU TOURISM-AN EMPIRICAL STUDY OF INDIVIDUAL VISITORS FROM MAINLAND CHINA

The purpose of the paper is to study the overall satisfaction and the traveling behavior travelers (visitors) of Mainland China during their visit to Macau, SAR China. In order to study travelers' overall satisfaction towards local tourism tangible and intangible tourism facilities, qualitative approach of depth-interview was conducted in order to generate insights of variables for proper questionnaire formulation and further quantitative analysis. Followed by the face-to-face questionnaire interview with 436 tourists, it was found that travelers are in general satisfied with local tourism 'hardware' and 'software' facilities such as the "hygiene", "safety", "infrastructure". In the traveling behavior, it was found that "going for casino" plays a major activity for visits instead of "going for sightseeing". The research findings serve as a crucial reference for local tourism practitioners in understanding the attitude and behavior of travelers from mainland China.