Navigating the Herd: Unraveling Tourist Behavior and Sustainable Strategies in Macau's Tourism Revival

This study examines the phenomenon of “herding behavior” in Macau tourism, analyzing the factors influencing tourists' propensity to visit popular attractions, often referred to as “check-in” behavior. Through a questionnaire survey and stepwise regression analysis, the study explores the impact of social recommendations, personal preferences, and budget constraints, while de-emphasizing the role of transportation convenience. The findings reveal that social influence and personal affinity towards Macau significantly affect tourist check-ins, providing insights for targeted marketing strategies and sustainable tourism practices. The article concludes with strategic recommendations for the Macau tourism industry to leverage social media, offer tiered travel products, enhance visitor experiences, utilize technology, improve accessibility, and promote sustainable tourism for future growth.