HTMG Destination Marketing. Marketing strategy plan for macau

1. MarketingStrategy Plan for Macau
Brandy Yuqi WANG (1155031779)
HTMG4524Destination Marketing
Professor Y.T. Li
9 November 2014

2. Index
Part One – Status Quo
1.1 Fast facts
1.2 Historical Development
1.3 PEST Analysis
1.4 Marketing efforts
1.5 Destination Branding
1.5.1 Logo and Slogan
1.5.2 Positioning
1.5.3 Differentiating
1.5.4 Target customers
1.5.5 Top 10 Attractions
1.5.6 Popular Activities
1.6 SWOT analysis
1.7 Current stage and Issues
1.7.1 Destination Life cycle and the stage of Development
1.7.2 Ethicalissue: Gambling for entertainment
1.7.3 Legislative issue: Gambling Go-Online?
1.8 Competitive Benchmark
1.8.1 Las Vegas
1.8.2 Hong Kong
Part Two - Tourism Marketing StrategyPlanning
2.1 Multi-destination tourism
2.2 MICE
2.3 International Tradeand Retails
2.4 Leisure tourism
2.4.1 Family focused
2.4.2 Mainland Market
2.5 BIG DATA/ SMART Marketing
2.6 Political Perspectives
2.7 Market-based Overseas Marketing Campaigns
2.8 Diversification
2.9 Sustainable Tourism
References
Veriguide Page
Part One – Status Quo

3. Macau Fast Facts
 Country:China
 Politics:SARunderthe principleof “One CountryTwoSystems”
 Climate:Sub-Tropical
 Languages:Chinese (Cantonese),English, Portuguese
 Setting:Seaside
 Size:29.9 km2
 Population:520,400
 Currency:Macanese Pataca (MOP)
 Key Attraction:Gambling,Blendof Portuguese andChinese cultures
Historical Development
Macau was managed by Portugal in 1631. After Macau returned to China, many tourists travel to
Macau and the tourism started to emerge. At first the majority of the tourists were from Hong
Kong. But after the Chinese Central government had published the liberalizing of travel policies, a
large number of tourists came from mainland, since when the number of tourists had then
started to rise. There is also a remained reputation in international market as a world gambling
city. Recently Macau is trying to diversify its tourism portfolio by enhancing historical heritage
promoting and cultural resources development.
Typically Macau has done well in major Sporting, Consumer and Cultural Events:

4. PEST Analysis ( Mainland Market Focused )
Political: As an SAR in China, maintaining a good relationship with the central government, Macau
is politically stable and provides a sense of familiar to mainland tourists.
Economical: With the rapid growth in Economic and broadened gap between the rich and poor in
mainland China, the up-scaled hospitality service in Macau is welcomed by the new rich stratum
in Mainland China.
Social: Similar language and cultural tradition binds Macau and Mainland together, making
Macau a world city in Asia.
Technology & Service: The hospitality industry is well developed in Macau, and devices in
Gambling Industry aremostly up to datein case of technology.
Marketing efforts
Events hosting
Macau Government Tourist Office Website: macautourism.gov.mo
Overseas Campaigns
InfrastructureConstruction
Education
Legislation
Facilities Investment like public transportation
Destination Branding
Logo and Slogan

5. 2009 Slogan: A world of Difference, The Difference is MACAU.
This slogan emphasizes the word of “Difference”, aiming to differentiate the destination brand of
Macau to the left-hand side towards the polar of uniqueness.
2014 ‘Touching Moments Experience Macau!”
Compared to the 2009 slogan for Macau, the destination marketing emphasis has been obviously
transferred from the product to experience. It goes with the trends of rising demand from
cultural explorers and experience seekers from all around the world.
So Macao defines its charm in the contrast between old and new, antiques and fashion, It is a
dream city that mixed with traditional and modern life. Through the logo and slogan, Macau is
waving hello to all the guests from all nations, with splendid historical and cultural heritages,
vibrant and sincere atmosphere, professional hospitality service and continuous efforts in
legislation, education and capacity developments.
Positioning
1. World destination of gambling;
2. Witness of Modern history of China, meeting point of East and West (Chinese and
Portuguese), Macau was part of the Silk Road with ships loading here with silk bound
for Rome. Today, Macao is a major intermediate port for trade between China,
Japan, India and Europe.
Differentiating
Macau differentiates itself with irreplaceable historical heritage and biggest and most
completed gambling facilities and systems.

6. Target customers
Gamblers,
Family leisure tourists,
Business tourists from MICE sector
Other tourists from event sectors
Top 10 Attractions
- Ruins of St. Paul's
- The Venetian Macao
- Senado Square
- Macao Tower
- Macao Jockey Club
- Fortaleza do Monte
- Macao Fisherman's Wharf
- Grand Lisboa
- A-Ma Temple
- Museum of Macao
Popular Activities
1. Casino Hopping
Known as the “Las Vegas of the Far East”, Macau has thirty-three casinos in it, of which “The
Venetian Macao” is the biggest casino in the world! Listed is the key casinos:
Cotai:
– The Venetian Macao
– Four Seasons
– City of Dreams (HardRock Hotel, Crown Towers, Grand Hyatt)
– Sands Cotai Central (Conrad, Sheraton, Holiday Inn)
– Galaxy Macau
Macau Peninsula
– Casino Lisboa
– Wynn Macau
– MGM Macau
2. Food Hunting
From Portuguese egg tarts to almond cookies to durian ice-cream to Pork Chop buns to dim sum
to Crab Congee, food in Macau is typical with a vibrant mixture of Dutch, Portuguese and
Cantonese taste.

7. 3. Visit Taipa Village and other attractions
From the Top 10 attractions and Popular Activities above, we can tell the destination image of
Macau as a city with legalgambling, merging Chinese and Western cultural experience.
Current stageand Issues
Through the Destination Lifecycle Model, we can tell that Macau is at the stageof Development.
1.82 Ethical issue: Gambling for entertainment
Note-worthy is the news related to Macau were mostly negative like money-laundering or other
criminal issues. It makes a bad image for Macau as a city for the super-riches and criminals.
1.83 Legislative issue: Gambling Go-Online?
With the rapid change in Mainland economy, the demand for gambling online rises and there are
similar products like Online Lotteries already available on app market. It is a potential risk and
competition for Macau’s gambling industry, while may also being an opportunity if it can launch
online gambling legally.

8. SWOTanalysis
Strength
1. stable political status. Compared to the multiple events of Occupying Central in Hong Kong,
Macau is relatively stable in relationship with Chinese central government, which gives big
confidence and a sense of affiliation to mainland tourists.
2. Strength also lies at the completed physical infrastructure. The hospitality industry is well
developed and has a good capacity of serving largenumber of guests.
3. Privileged geographical location. Axis among Mainland China, Taiwan, Hong Kong, and other
south-east Asia countries and regions.
Weakness lies on highly dependence of gambling industries, lack of diversification in case of
destination image.
Opportunity goes to the fast development of MICE industry and high profit margin in it. Also the
rising of Chinese economy brings in huge number of mainland tourists. A strengthened
orientation to MICE industry is also an opportunity for Macau’s further tourism development.
Threat may be the severe competition from world destination, the aging of population and labor
outflow due to linear economic structure dominated by gambling industry. The trend of
E-gambling may affect the way people’s way of gambling as simple entertainment.
Competitive Benchmark
Las Vegas
Hong Kong is the main competitor and partner to Macau, which will be covered throughout the
Part Two - Tourism Marketing StrategyPlanning.

9. Part Two - Tourism Marketing Strategy Planning
2.1 Multi-destination tourism
Macau is a small city with limited tourism resources and capacity. Therefore it is practical for
Macau to cooperate with nearby destinations like Hong Kong, Zhuhai and other mainland cities
to enhance multi-destination tourism.
To execute this, government may consider marketing Macau as destination through visa applying
process, like providing Hong Kong and Macau travel visa package or making suggestions in
custom. If international guests applying for Hong Kong or mainland visa get options in the
application form that apply for Macau visa as well, they tend to not “waste” the visa and take the
trip to Macau also.
Government can also promote multi-destination tourism through partners of local and
international travelagencies, tourist website and searching engines.

10. 2.2 MICE
With the Cotai Strip Macao hosting the largest Tupperware conference ever in Asia-Pacific with
flair, Macauhas demonstrate itself with a big capacity for the coming world-class MICE events.
With the high profit margin of business traveler from MICE factor, Macau should be more MiCE
oriented in future tourism development.
2.3 InternationalTradeand Retails
Due to limited population and therefore inadequate domestic consumption, the international
trade and retail industry in Macau is not as competitive as Hong Kong. Alternatively Macau can
produce more localized tourism products, develop local luxury brands in high value-added
products and maybe sell it to Hong Kong market as well due to the similarity of the both SARs.
2.4 Leisure tourism
2.4.1 Family focused Marketing
A) Cooperate with overseas tourism board
Movie or promotion video
B) Social media:
Facebook page, Twitter, YouTube
C) Internet, including OTA and travelwebsite
Lonely Planet, TripAdvisor…
D) Search engine- Pay Per Click
- Bid keywords, like Macau Travel
2.4.2 Mainland Market
Mainland is the current advantageous market for Macau and still contains significant potential.

11. Marketing can be done through direct advertising or indirect methods through public relation
management.
2.5 BIG DATA / SMART Marketing
SMART Marketing – Social, Mobile, Analytical, Relationship Marketing and Technology
Macau should embrace the trend of BIG DATA marketing that establish a big data base with
tourist portfolios and doing direct marketing through big data analysis and targeted marketing
efforts.
Innovative idea is that the government can cooperate with Online Travel Agency (OTA) to let
them make destination suggestions for Macau.
New technologies are also highly suggested like upgrade the quality of city WIFI provided by
Macau Tourist Office, establish an Online Virtual Travel Programme through the official website,
optimize the travelguide mobile app in Macau, etc.
2.6 Political and Social Perspectives
Same with Hong Kong, Macau is an SAR of People’s Republic of China under the principle of “One
Country Two Systems”. But unlike Hong Kong SAR, the political relationship between Macau and
the PRC central government is satisfying, which enables Macau to concentrate upon economic
development and infrastructure re-development, for example cultural heritage preservation and
development. Macau really benefits from the political status by providing a sense of safety to
tourists especially mainland tourists.
Therefore Macau Tourist Office ought to consider maintaining harmonious relationship with
central government to earn a steady political environment. It can also strength this advantage
over Hong Kong to celebrate Macau SAR 15th Anniversary and being friendly and welcome to
mainland tourists, making use of political significance of the SAR.
There is also a must to enhance Macau’s infrastructure development in two ways: physical and
social. The public transportation system, safety and hygiene standards, city WIFI services are well
developed
2.7 Market-based Overseas Marketing Campaigns
Macau Tourist Office can launch different marketing campaigns according to different markets.
For short-haul market like south-east Asia, long-haul market like USA and Europe, new market
like India, Russia and South America, advantageous market like mainland China and cooperative
market like Hong Kong and the Zhu Jiang River Region, there ought to be different marketing
campaigns.

12. In case of resources allocation, investment should focus more on mainland market which
contains most potential in tourist numbers, average expenditure, amplifying effect / word of
mouth.
2.8 Diversification
In order to expand the market share, Macau has come to the turning point of transferring the
destination image of a purely gambling center, “Las Vegas for the Far East”, to an integrated
tourism destination with historical and cultural experience, gambling and entertainment,
It is for the long-turn development to encourage the development of movie industry. The
government can subsidize more local filmmakers to make movie in Macau and attract the youth
and visitors from different region to visit the world-renowned sites like the Macau Tower that
shown in the movies.
Street life can be another selling point in case of exploring new possibilities of cultural experience.
Macau’s street is relatively closed to tourists and it can become more open and diversified by
reserving local open market, pedestrian shopping streets.
2.9 SustainableTourism
In order to maintain a sustainable development of tourism in Macau, the government ought to
conduct detailed city planning on solid liter and sewage treatment, application of eco-friendly
materials and renewable energy, population control and air pollution monitoring.
References
Official Website of MacauGovernment Tourism Office, Retrievedfrom:
http://en.macautourism.gov.mo/index.php
Visitor ProfileStudy 2013- Las Vegas Convention and Visitors Authority
Statistics and Census Service- Government of Macao Special AdministrativeRegion
Top 10 Attractionsin Macau
http://www.china.org.cn/top10/2011-07/20/content_23031180.htm
Popular Activities in Macau
http://www.eatandtravelwithus.com/2014/02/10-things-to-do-in-macau/
Pictures derived from:
http://english.ics-inc.co.jp/macau
http://www.city-data.com/forum/asia/1883561-bridge-connecting-macau-hong-kong.html