{"id":2507,"date":"2017-02-28T15:32:49","date_gmt":"2017-02-28T15:32:49","guid":{"rendered":"https:\/\/www2.ift.edu.mo\/NewsPortal\/?p=2507"},"modified":"2017-06-21T15:40:25","modified_gmt":"2017-06-21T14:40:25","slug":"work-in-progress","status":"publish","type":"post","link":"https:\/\/www.utm.edu.mo\/NewsPortal\/work-in-progress\/","title":{"rendered":"Work in progress"},"content":{"rendered":"\u4e2d\u6587\u6458\u8981 \/ Summary in Chinese<\/span>\n

The Macao Government\u2019s efforts to position the city as a World Centre of Tourism and Leisure have yet to yield major results, especially in the field of arts, says a study involving 2 scholars from IFT.<\/p>\n

The ongoing rebranding exercise is no easy task given the overwhelming economic importance of casino gaming in Macao, the researchers admitted. They suggested a long-term approach \u2013 including strategic planning, proper infrastructure and coordinated product development \u2013 as the best way of building an appealing and distinctive cultural brand image for Macao.<\/p>\n

The study was conducted by IFT scholars Ms. Joey Sou Pek U and Dr. Thea Vinnicombe, in collaboration with Dr. Tiffany Leung Cheng Han from the Hong Kong Polytechnic University. The results were featured in their academic paper \u201cRebranding Macau: views of cultural industry insiders\u201d, published last year in the International Journal of Culture, Tourism and Hospitality Research.<\/p>\n

The results were based on in-depth interviews with 14 professionals in Macao\u2019s performing arts sector. The sample included planners, performers, administrators and educators.<\/p>\n

\u201cWhile culture was generally perceived as a viable means to promote the city in a positive way, respondents were, however, sceptical about the possibility of changing Macao\u2019s brand image through cultural offerings,\u201d the researchers concluded. \u201cThey viewed Macao\u2019s gaming image as too strong and too singular to encompass culture generally, and especially the performing arts,\u201d they added.<\/p>\n

The researchers concluded that the study findings suggested the local authorities were \u201cunwilling to acknowledge the reality of Macao\u2019s attractions and, rather than embracing and building on the city\u2019s strengths as a gaming destination, cling to an unrealistic vision of a \u2018World Centre of Tourism and Leisure\u2019 based on a cultural sector which is no more unique than that of myriad alternative destinations.\u201d The scholars added that the rebranding campaign appeared to be more related to political motivations than driven by real world forces.<\/p>\n

Vague strategies<\/strong><\/p>\n

Study respondents were \u201cbroadly aware of the Government\u2019s decision to leverage culture\u201d and position Macao as a World Centre of Tourism and Leisure, the researchers wrote. \u201cHowever, it became clear [from the interviews] that the term \u2018World Centre of Tourism and Leisure\u2019 is vague and was not clearly understood by the stakeholders, nor was it properly communicated through the cultural policies,\u201d they added.<\/p>\n

The study findings showed that respondents were \u201cvirtually unanimous\u201d in seeing Macao\u2019s destination brand as \u201coverwhelmingly associated with casinos and gaming\u201d. The majority of the opinions collected considered that to be an unfavourable association, given the negative views on gambling in some societies, the paper stated.<\/p>\n

When asked about the contribution of culture to Macao\u2019s brand image, a majority of respondents noted aspects such as the city\u2019s architecture, cuisine, language diversity and religious heritage. Many interviewees expressed concern that Macao\u2019s pre-existing cultural heritage was being destroyed by the rapid development of gaming tourism.<\/p>\n

Interviewees had varied opinions on the potential contribution of performing arts to the development of Macao as a World Centre of Tourism and Leisure \u2013 this was one of the focuses of the study.<\/p>\n

\u201cSome respondents felt that the sector was a rich and readily available tool for enhancing and broadening Macao\u2019s image,\u201d the researchers said. \u201cSome also made the point that given the city\u2019s lack of natural resources, the performing arts could be a viable means to enrich the existing tourism offerings.\u201d<\/p>\n

The findings showed that many interviewees thought performing arts could attract a high-value type of tourist to Macao, \u201cwho would stay longer, spend more and contribute less to congestion\u201d than the current visitors. But respondents also acknowledged that despite its potential, Macao\u2019s cultural sector was still \u201ctoo vulnerable\u201d, \u201cmainly supply-driven\u201d and dependent on Government subsidies.<\/p>\n

Know your customer<\/strong><\/p>\n

Study respondents described current visitors as not particularly interested in performing arts. The scholars said the study findings pointed to the need for further research to identify an \u201cappropriate brand strategy\u201d targeting current tourists, or which could attract a broader range of visitors.<\/p>\n

\u201cIt is hard to justify promoting a non-gaming brand image without much in the way of solid contributions\u201d from this sector to tourism, the researchers wrote. \u201cThe discrepancy between the perceived benefit and the actual contribution of cultural offerings in Macao highlights the need for attention from the destination marketers and policymakers,\u201d they added.<\/p>\n

The study however identified \u201cserious resource deficiencies\u201d negatively affecting the development of arts in Macao. Those included lack of practice venues and performance venues, and the scarcity of well-trained arts administrators.<\/p>\n

\u201cA number of interviewees also stressed that current performances are not attractive to tourists as they fail to showcase Macao\u2019s unique culture and instead focus on similar shows to those offered in neighbouring cities,\u201d the paper stated. \u201cIn addition, those local performances which better demonstrate the city\u2019s unique culture are currently just not accessible to visitors, being located in venues scattered around the city, and often difficult to reach.\u201d<\/p>\n

Other shortcomings identified in the study included insufficient promotion of local performances to tourists, and language barriers regarding promotional efforts and the shows themselves. This limited the audience appeal of such performances, the researchers said.<\/p>\n

<\/div>\n

More info<\/strong><\/p>\n

<\/div>\n
The researchers<\/div>\nMs. Joey Sou Pek U is a Lecturer at the Institute for Tourism Studies (IFT). She holds a master\u2019s degree in development economics from the University of Birmingham in the United Kingdom. Ms. Sou teaches topics related to economics, statistics and finance. Her research interests include development economics, with a particular focus on empirical studies in Greater China.<\/p>\n

IFT Assistant Professor Dr. Thea Vinnicombe has been teaching economics at higher education institutions in Australia and further afield for several years. She came to IFT from the University of Applied Sciences in Fulda, Germany. Dr. Vinnicombe has a doctorate in economics from the University of Queensland, in Australia. Her research interests include the history of economic thought, Islamic economics and finance, and resource economics.<\/p>\n

Dr. Tiffany Leung Cheng Han is a Lecturer at the Hong Kong Polytechnic University. She gained her doctorate and her master\u2019s degree from the University of St. Andrews, in Scotland, in the United Kingdom. Before joining Hong Kong Polytechnic University, she was a Lecturer at Macao\u2019s University of Saint Joseph.
\n<\/div>\n

The paper<\/div>\nJoey Sou Pek U, Thea Vinnicombe and Tiffany Leung Cheng Han: \u201cRebranding Macau: views of cultural industry insiders\u201d, International Journal of Culture, Tourism and Hospitality Research. Volume 10, issue 1, pages 91-104, 2016.<\/p>\n

http:\/\/dx.doi.org\/10.1108\/IJCTHR-01-2015-0004<\/a>
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