Purpose – This paper aims to evaluate the feasibility of utilizing the performing arts as one element in changing the destination image of the Macau special administrative region from that of the Las Vegas of the East to a “World Centre of Tourism and Leisure”. The context is of particular interest as rebranding is typically associated with negative or outdated images, whereas Macau’s existing brand is strong and associated with positive tourism revenues. Design/methodology/approach – Semi-structured in-depth interviews with frontline participants in Macau’s performing arts sector are utilized to evaluate the relevant re-branding strategies and goals of the city’s administration. In-depth interviews focus on understanding policies through the thoughts and experiences of respondents. They are particularly useful in cases where insiders are likely to be better informed than others with respect to policy issues. Findings – Three main themes related to the use of the performing arts as a vehicle for destination rebranding are explored. Findings suggest that few elements common to successful branding campaigns are evident in the approach of the Macau administration. Shortcomings are evident, for example, in communication, infrastructure development, long-term planning and the allocation and monitoring of funding. Research limitations/implications – Although qualitative research relies on rich data from small numbers, the study focuses only on the views of informed insiders in the performing arts. Input from commercial stakeholders and higher-level policy makers would broaden the perspective. Practical implications – The findings are relevant for any destination wishing to alter or update its image. Originality/value – Cultural aspects are increasingly utilized in destination branding. This study is one of only a few which focuses on the performing arts sector.

This study examines the relationship between governance, foreign direct investment (FDI), and tourism demand. Rather than treating governance as a direct determinant in a tourism demand model, the multifaceted nature of this concept is recognized and nested in the broader supply-side environment of a destination. Reducing five World Governance Index (WGI) dimensions into one holistic governance measure, which is then utilized as an instrument and operates through FDI, this study incorporates the indirect impact of governance on tourism demand in a two-stage least square (2SLS) regression model. The key findings demonstrate that governance is positively associated with FDI accumulation and that this effect is positively conducive to tourism demand. The results suggest a development strategy for building a competitive and sustainable tourism industry should be encompassed in a broader project of enhancing the political-economic environment of the destination.

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