Ceci Ng; Institute for Tourism Studies, Macau Are there any different motivational reasons between visitors and residents in attending a festival: A case study in Macau Ceci Ng; Institute for Tourism Studies, Macau

Introduction Importance of Festival People have higher expectation Economic, socio-cultural and political benefits (Woo, Yolal, Cetinel & Uysal, 2011) People have higher expectation Value for money, Memorable experience and unique activities (Gelder & Robinson, 2013)

Introduction The advantage of understanding attendee’s motivation Attract audiences Increase audiences satisfaction Provide better service Provide better product

Introduction The limitation of previous literature Few studies has compared attendees’ motivation based on their geographical location. Limited previous similar studies conduct in Macau.

Research Question Identifying the underlying dimensions of motivations for visitors attending the15th Macau Food Festival. Exploring any differences between domestic and foreign visitors in regards of motivational dimensions.

Methodology – Study context The 15th Macau Food Festival (MFF) Organizer: Association of Macau Restaurant Merchants Sponsor: the Civic and Municipal Affairs Bureau, the Macau Foundation and Macau Government Tourist Office (MGTO) Date: 13th to 29th November (consecutive 15days) Location: Sai Van Lake Square Festival feature: Asian, European, Mainland Chinese and local food, exciting booth games and live performance

Methodology Instrument A set of 27 motivational items (7 Likert scale) Demographic information Cultural exploration To increase my cultural knowledge To know about the food festival To enjoy local/foreign food To experience local customs and cultures Family togetherness To increase family kinship To spend time with my family together I thought the entire family would enjoy it To help my family learn more about local/foreign food Novelty I seek adventure I seek novelty It offers excitement I am curious I expect benefits that will satisfy my personal needs Escape To escape from routine life To relieve boredom For a change of pace from everyday life To relieve daily stress Event attractions To enjoy special events To see new and different things To enjoy the festival mood To enjoy a unique atmosphere I heard the Food festival and it sounded like fun Socialization To be with people who are enjoying themselves To be with people who enjoy the same things I do To see the festival with a group together To see the festival with my friends To meet people from all over the world

Methodology Data Collection English and Chinese version questionnaire Self-administered Sample: 50 of tourists and 50 of residents

Demographic profile Characteristic (n=100) Overall visitors % Domestic visitors   Foreign visitors Gender Male 46 46.0 24 48 22 44.0 Female 54 54.0 26 52 28 56.0 Age Less than 20 12 12.0 6 20-29 33 33.0 15 30 18 36.0 30-39 34 34.0 17 40-49 13 13.0 7 14.0 50-59 7.0 5 10 2 4.0 60or above 1 1.0 Education Primary school 2.0 4 0.0 High school 25 25.0 20.0 Bachelor 64 64.0 32 Postgraduate 9 9.0 8 16.0

Characteristic (n=100) Overall visitors % Domestic visitors   Foreign visitors Marital status  Single 48 48.0 24 Married 52 52.0 26 Income level ≤MOP5000 37 37.0 17 34 20 40.0 MOP5001–MOP10000 18 18.0 7 14 11 22.0 MOP10001 – MOP20000 23 23.0 16 32 14.0 MOP20001– MOP30000 11.0 6 12 5 10.0 ＞MOP30001 4 8 Place of residence Macau 50 50.0 100 Hong Kong 2 2.0 4.0 Mainland China 35 35.0 70. America 3 3.0 6.0 Europe 7.0 Ukraine 1 1.0 Philippines

Major Finding Motivational factors Overall visitors Domestic visitors Foreign visitors Ranking Mean Socialization 1 5.096 4.984 2 5.208 Event attractions 5.012 4.7 5.324 Cultural exploration 3 4.475 5 3.97 4.985 Escape 4 4.47 4.34 4.6 Novelty 4.184 6 3.896 4.472 Family togetherness 4.178 4.095 4.26

Major Finding Motivational factors Domestic visitors (N = 50) Foreign visitors t-value Sig. Cultural exploration 3.970 4.985 -5.062 .000 Event attractions 4.700 5.324 -2.994 .003 Novelty 3.896 4.472 -2.955 .004 Socialization 4.984 5.208 -1.187 .238 Escape 4.340 4.600 -1.144 .255 Family togetherness 4.095 4.260 -.602 .549

Recommendation Socialization: Promotion video – interview group of friends and families how they perceived MFF is the festival for them to reunion and gathering Create game booths Create competition Event Attraction: Promotion video – Festival feature, basic information of MFF, the schedule of performance and firework contents Post the event feature on social media Design a slogan to emphasis the fun and joyful experiences at Macau Food Festival

Recommendation Escape: Promotion video – Describe how stressful in people daily life and Macau Food Festival is a festival for them to escape and relax Cultural exploration: Introduce the original history of Macanese food. Reinforce the culture feature in MFF. Novelty: New and attractive activities

Thank you! The end