To enhance the understanding of tourists behavior and to provide some suggestions for a sustainable development of cultural and heritage tourism in Macao, data of this study were collected from Macao cultural and heritage tourists who are visiting famous attractions in the historic center of Macao, to observe the tourism motivation, perceived value, and destination loyalty of cultural and heritage tourists in Macao. In this study, the results of factor analysis of cultural and heritage tourism motivation show that tourists' perceived value, which contains three dimensions: scenic value, knowledge value, and social value. These dimensions can be considered as the primary indicators of perceived value which positively influence tourists' destination loyalty. It is worth noting that the direct effect value of cultural and heritage tourism motivation to destination loyalty through perceived value is greater than tourism motivation's direct effect on destination loyalty. Therefore, some suggestions have been put forward for the sustainable development of cultural and heritage tourism in Macao. Firstly, attractiveness cultural heritage in Macao should be designed and highlighted according to tourists' tourism motivation. Secondly, the unique value proposition should be proposed from different dimensions of tourists' perceived value, allowing tourists to experience the differences of Macao from other destinations. Finally, great importance should also be attached to the management of tourists' perceived value other than just continuously increasing the attractiveness of cultural heritage itself based on tourists' tourism motivation, which has an indirect influence on destination loyalty to make publicity for the destination voluntarily of tourists.
The Chinese government established the Hainan province, the southernmost island province, on what was then a closed-off and underdeveloped border island in 1988. Aiming to be comprehensively developed by foreign investors, Hainan was designated in the same year as the 5th Special Economic Zone (SEZ) in China, considered as a breakthrough in China's opening-up. Hainan has been attracting people from around the world for years with its blue waters, towering coconut trees, year-round sunshine, and sandy beaches. Tourism economy plays a key role in Hainan. In the past three decades, SEZ and the initiative of International Tourism Island (ITI) has been worked together for the Chinese economy development since 2010. This unique island SEZ became a sandbox for attracting foreign investment with its preferential tax rates and favorable business environment. This chapter studied the economic development of Hainan Island in order to discover the future of this island.
The purpose of this study is to enhance the understanding of the relationship between the Low-Cost Carriers (LCC) leisure travelers' satisfaction and the destination images of Macau. Moreover, the researchers plan to provide suggestions for a sustainable development of Macau low-cost carriers. The LCC provide visitors planning to travel to Macau as the final destination cheaper and efficient choices. On the other hand, the LCC offer the visitors who were not selected Macau to be their final destination more economic prices and encourage them to take advantages of this transfer stop. The results of this study could provide a deep understanding of tourism satisfaction, destination image, tourist needs and behavior, factors that influence to repeat visiting, and what contribution could tourist made to Macau, those topics are deserve to be studied. Those outcomes were valuable reference to the air industry, Macau tourism industry, as well as Macau Government Tourism Office.
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